关键字：超级本 笔记本
2012年1-5月，整体Windows笔记本电脑市场的销量下跌17%，而因超级本的强劲表现，售价在700美元以上的中端市场仅下跌3%，同时，售价在900美元以上的市场与去年同期相比大涨39%。
“在零售市场上，超级本使得更高端 的Windows 笔记本电脑的市场接受度更高。”NPD集团的行业分析副总Stephen Baker表示，“由于越来越多的消费者选择超级本，700美元以上的笔记本电脑的市占率由2011年的12%上涨至2012年的14%。由此可见，消费者总是乐于接受更时尚、轻薄和优质的产品的。”
需要注意的是，超级本的销量强劲增长不是以牺牲售价为代价的。2012年1-5月，超级本的平均售价为相当高的927美元，5月以来首次降至885美元。这远远高出同期Windows笔记本电脑510美元的平均售价。实际上，由于超级本的销量增长，整体Windows笔记本电脑的平均售价甚至比2011年还增长了13美元。
700美元以上的Windows 电脑中Ultrabook的市占率
Source: The NPD Group/Retail Tracking Service
Baker 补充：“眼看将进入返校购物旺季，售价低至699美元的低价超级本将极为火爆。展望第四季度，Windows 8的发布以及触控等多样选择都将使这一档次的产品成为消费者的首选。而这，对于略显低迷的整个PC业而言将是一场甘霖。”
本文下一页：参考英文原文：Ultrabook Propels Growth in Higher Price Point Notebooks as Overall Market Struggles
Ultrabook Propels Growth in Higher Price Point Notebooks as Overall Market Struggles
PORT WASHINGTON, NEW YORK, JUNE 28, 2012 – Ultrabook sales are off to a fast start capturing nearly 11 percent of all $700+ Windows notebooks sales at U.S. retail through the first five months of 2012 according to leading market research company The NPD Group’s Retail Tracking Service. While the overall Windows market for notebook PC sales fell by 17 percent, Ultrabooks helped propel the premium market with Windows notebooks priced over $700 falling by just 3 percent, and those priced over $900 increasing 39 percent versus the prior year.
“Ultrabooks have helped establish a market for more premium-priced Windows notebooks at retail,” said Stephen Baker, vice president of industry analysis at The NPD Group. “The share of sales that the $700+ notebook segment represents jumped from about 12 percent in 2011 to nearly 14 percent in 2012 as a result of the solid market acceptance Ultrabooks have gained. Consumers continue to respond positively to finally being offered stylish, thinner, and more premium device offerings than ever before within the Windows ecosystem.”
This strong performance comes as Utrabook ASPs remain considerably more expensive than the market, with selling prices that averaged $927 over the first five months of 2012 and only dipping below $900, to $885, for the first time in May. While this is considerably above the Windows market price of $510 average pricing has risen by $13 since the same period in 2011, in part due to the growth in Ultrabook sales.
Ultrabook Share of $700+ Windows Notebooks
Source: The NPD Group/Retail Tracking Service
“As we head into the crucial back-to-school selling season, lower-cost Ultrabooks, some as low as $699, will be the hot form factor,” said Baker. “As we look towards the fourth quarter, the expected launch of Windows 8, a wide variety of Ultrabooks with touch screens, and convertible form factors should continue to make this class of product top of mind with the consumer as well as provide a much needed revenue boost to the entire PC ecosystem.”