eDataSource recently conducted a study showing the market share of major electronics brands across leading online retailers.

We used as a point of departure NPD Group’s top 5 ranking of US consumer electronics brands ranked by 2011 revenue.  We then took a look at our panel of 800,000 consumer inboxes and analyzed the anonymized online purchases of products bearing these name brands at online retailers such as Amazon, Walmart, Staples and Office Depot among others during Q1 2012.  The online operations of Apple and Best Buy were not included in the analysis.

The top five electronics consumer brands ranked by total offline and online revenue for 2011 according to NPD Group were: Apple, HP, Samsung, Sony and Dell, in descending order.  eDataSource’s analysis of online purchases re-confirmed this ranking for online purchases.  The relative market share of these brands across the retailers analyzed was as follows: Apple – 34%, HP – 22%, Samsung – 19%, Sony – 17% and Dell – 8%.

For apple branded products across the studied set of retailers, the unit sales percentage of top products was as follows: iPod Touch – 29%, iPhone – 23%, iPad – 22%, iPod Nano – 10%, Macbook – 6%, iPod Shuffle – 5%, iPod Classic – 3% and Apple TV– 2%.


In a separate analysis, eDataSource examined the unit sales percentage of the Kindle family of products during Q1.  The breakout was as follows: Kindle Fire – 61%, Kindle – 12%, Kindle Touch – 11%, Kindle Keyboard 3G – 8%, Kindle Touch 3G – 8%.


For more information about eDataSource’s eCommerce Intelligence Service, contact us.


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