To: Paul Engel who wrote (42882 ) 12/19/1997 12:23:00 PM From: Joey Smith Respond to of 186894
ALL: PII sales picking up steam First-Time Buyers Fuel Holiday PC Sales (12/19/97; 10:41 a.m. EST) By Aaron Ricadela, TechInvestor First-time buyers continue to drive home computer purchases as the countdown to Christmas continues. For the week ended Nov. 28, first-time buyers accounted for more than half the reported PC purchases, according to the most recent weekly surveys of household PC demand, conducted on behalf of the Consumer Electronics Manufacturers Association and Computer Retail Week. That number climbed to 56.25 percent by the week ended Dec. 5, and bumped to 60 percent for the week ended Dec. 12. The eight-week average for this customer set is 48.87 percent, compared with the 43-week average of 37.27 percent. Of 2,448 households surveyed during, the week ended Dec. 5, 0.65 percent reported buying a computer in the past 30 days. For the week ended Dec. 12, 0.61 percent of 2,451 households said they'd bought a PC. The random telephone survey was conducted by The Verity Group, in Fullerton, Calif. Purchasing during the past eight weeks of the survey, representing a sample of 18,792 households, has been at 0.56 percent. Average purchasing during the 43 weeks of the survey is 0.79 percent. Replacement PC purchases and additional systems for the home have declined. In the past eight weeks, 23.36 percent of the households that purchased a PC in the past 30 days said it was a replacement. The 43-week average is 30.79 percent. Likewise, additional system buys are down this quarter to 19.61 percent of homes buying an additional PC. The 43-week average for add-on systems is 28.95 percent. Consumer interest in purchasing a PC remains moderate with small growth. Households saying they were very likely to buy a PC in the next six months dipped to 1.39 percent during the week ended Dec. 5, but purchasing plans rose to 1.63 percent for the week ended Dec. 12. The eight-week moving average is 1.48 percent, compared with 1.83 percent over 43 weeks. At Computer Warehouse of Nevada in Las Vegas, director of purchasing Christine English said consumers have been snapping up low-end notebooks in December, motivated by price wars and promotions among manufacturers. Sales of loaded 266-MHz and 300-MHz Pentium II systems have increased 15-fold since Comdex/Fall, she said. According to the survey, household PC penetration fell to 42 percent for the week ended Dec. 12, from 43 percent during the previous week. The eight-week average held at 42.38 percent, while the 29-week average was 41.21 percent of households owning a computer. On the consumer electronics side of the business, color TV purchasing slid, while plans to buy were higher. Only 1.14 percent of households during the week ended Dec. 12 reported a purchase during the past 30 days, compared with 1.27 percent the prior week. But 1.88 percent said they were very likely to buy in the next six months. Purchasing plans during the previous week were 1.57 percent. The eight-week average also moved ahead. VCR purchasing rose to 1.10 percent last week, though the eight-week average level was 2.27 percent, mostly due to a huge spike in mid-November. Purchasing plans were sharply higher. Camcorder demand also increased, along with plans to buy.