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A ray of light for Microsoft’s Surface: Consumer interest doubled Nexus tablet interest ahead of holidays

Published Dec 14th, 2012 9:55AM EST
Surface iPad

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Tablets are a hot category once again this holiday season and as it did in 2011, Apple’s (AAPL) iPad lineup is seen leading the pack this year. According to a survey conducted between October and November 2012 by market research firm Parks Associates, 44% of the tablet-seeking holiday shoppers polled planned to purchase an iPad this year and 24% were eying a Kindle Fire. The study gets interesting in the No.3 and No.4 slots, however — the firm’s data shows that 21% of consumers polled planned to purchase Microsoft’s (MSFT) Surface tablet compared to just 12% who planned to by a Nexus tablet.

Considering the continued heavy interest in Google’s Nexus 7, this could be a solid indication that Surface sales this holiday quarter won’t be the catastrophe many industry watchers have predicted. Additionally, Microsoft recently announced that it has increased Surface production and expanded retail distribution.

Another interesting note from the Parks Associates study: The world was Microsoft’s oyster with the Surface tablet… until it announced pricing.

“Consumers initially expressed interest in the Microsoft Surface, but once pricing and product details were announced, holiday intentions to purchase a Microsoft Surface dropped to 21% in Q4 from 45% in Q3,” Parks Associates’ director of consumer analytics John Barrett said.

In other words, interest in Microsoft’s Surface was higher in the third quarter than interest in Apple’s iPad lineup was going into the holidays.[bgr-post-bug]

Zach Epstein
Zach Epstein Executive Editor

Zach Epstein has been the Executive Editor at BGR for more than 10 years. He manages BGR’s editorial team and ensures that best practices are adhered to. He also oversees the Ecommerce team and directs the daily flow of all content. Zach first joined BGR in 2007 as a Staff Writer covering business, technology, and entertainment.

His work has been quoted by countless top news organizations, and he was recently named one of the world's top 10 “power mobile influencers” by Forbes. Prior to BGR, Zach worked as an executive in marketing and business development with two private telcos.