iMacs Named “Most Desirable” Desktop Brand In U.S.


A new report from analysts Park Associates has placed Apple at the top of the list for most desirable brand in the desktop computer category.

Apple has previously topped the survey for most desired brand in tablets, smartphones, MP3 players, and streaming devices — but this adds one more platform to the list.

“In 2011 and 2012, Dell was the top desktop brand, but Apple has displaced it, making Apple now the most popular brand across even more key consumer electronics categories,” John Barrett, Parks Associates director of consumer analytics noted.

Apple debuted as the third most desired desktop brand in 2011, prior to knocking HP from second place in 2012, and finally displacing Dell for this year’s top spot.

The research shows the top-five intended brands for desktops are as follows:

1. Apple
2. Dell
3. HP
4. Acer
5. Asus

The most popular brands among tablet shoppers are:

1. Apple
2. Amazon (Kindle)
3. Samsung
4. Microsoft (Surface)
5. Acer

For streaming media devices, top brands are the following:

1. Apple TV
2. Roku
3. Buffalo
4. D-Link (Boxee Box)

The survey was conducted across 2,500 households in the U.S. during this year’s fourth quarter.

It is worth pointing out, however, that while this survey is about “desirable” brands, this does not necessary translate to actual purchases.

An example of this was Park Associates’ previous research which placed Apple TV as the most desired streaming media device available — only for it to be outsold by Roku boxes.

Park Associates didn’t give a specific reason for the discrepancy but noted that, “being the ‘preferred’ brand is certainly an advantage, but consumers can still change their minds”.

About the author

Luke DormehlLuke Dormehl is a UK-based journalist and author, with a background working in documentary film for Channel 4 and the BBC. He is the author of The Formula: How Algorithms Solve All Our Problems, And Create More and The Apple Revolution, both published by Penguin/Random House. His tech writing has also appeared in Wired, Fast Company, Techmeme, and other publications. He'd like you a lot if you followed him on Twitter.

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