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Tablets Rise Amid Stark Desktop Decline

Tablets Rise Amid Stark Desktop Decline

New research from Parks Associates shows the stark decline in desktop computer adoption, while tablet adoption continues to increase.

The research reveals that since 2009 nearly one-third of US broadband households have abandoned desktops as a platform.

According to Parks, only 6 per cent of US broadband households rely on desktops exclusively, with an additional 6 per cent of households using only a combination of desktops and tablets.

“Desktop adoption has declined from a peak of 91 per cent down to 61 per cent of broadband households, and it will not recover, as just 12 per cent of households bought a desktop in 2015,” Barbara Kraus, Parks director of research, commented.

“In its place, tablet adoption has moved upwards, reaching 72 per cent at the start of 2016. The adoption rate of tablets surpassed desktops in 2015. Moreover, the gap between laptop and tablet adoption is narrowing.”


The research additionally reveals that nearly half of broadband households now own a smart TV, with one-third now owning a streaming media player, while the adoption rate for internet-connected audio systems remains low.

It found that more than a third of broadband households connect a computer to a TV set, with the adoption rate for Blu-ray players having stagnated.

“Consumers generally begin the CE purchase process with preconceived notions about a brand, and these have an enormous impact on the final purchase decision,” Kraus observed. “Associating a brand with a product category may therefore be more important than associating it with specific products.

“CE manufacturers should keep this in mind as they design their marketing strategies and ensure that their messaging creates the desired reputation for their brands among consumers.”

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