ChangeWave: Apple headed for "most explosive holiday season in its history"November 24, 2010: 2:44 PM ET
Planned consumer electronics spending is up this year, and Apple is driving much of it
Apple (AAPL) is the hero of a survey of 2,812 American consumers released Wednesday to members of the ChangeWave network.
The survey, conducted earlier this month, asked mostly high-end consumers about their home entertainment shopping plans for the holidays, including such products as laptops, desktops, iPads, e-readers and other personal gadgets.
More than one-in-four respondents (26%) said they plan to spend more on consumer electronics over the next 90 days, and 10% said they plan to buy a laptop in the next 90 days -- the highest level recorded in a ChangeWave survey in three years.
"The manufacturer most responsible for the surge in laptop demand is Apple," writes research director Paul Carton, "with 36% of planned laptops buyers saying they'll purchase a Mac – a huge 11-pt jump since our previous survey of a month ago (Oct '10).
"Simply put," he writes, "it's the highest level of planned laptop buying ever for Apple in a ChangeWave survey."
The full report has not yet been released to the public, but it can be purchased for $1,500 here.
[Follow Philip Elmer-DeWitt on Twitter @philiped]