Businesses and consumers are not buying ultrabooks in anything like the volume they were expected to, according to analysts.
Research firm IHS predicted that 10.3 million ultrabooks will ship globally in 2012. At the start of the year, IHS had predicted as many as 22 million ultrabooks would be sold in 2012.
IHS said high prices and the growing tablet market have led to ultrabooks' poor sales figures.
"There once was a time when everyone knew the ‘Dude you're getting a Dell' slogan. Nowadays no one can remember a tag line for a new PC product, including for any single ultrabook" said IHS senior principal analyst for compute platforms Craig Stice
"So far, the PC industry has failed to create the kind of buzz and excitement among consumers that is required to propel ultrabooks into the mainstream. This is especially a problem amid all the hype surrounding media tablets and smartphones."
Stice points to ultrabook manufacturers poor marketing efforts as a reason for the low sales figures. The analyst says that tablets like the iPad and Surface continue to gain headlines while ultrabooks are failing to garner industry buzz.
The high price point for new ultrabooks also hurt the products overall market, according to Stice.
"With the economy languishing, ultrabook sellers may have trouble finding buyers at the current pricing, especially with fierce competition from new mobile computing gadgets such as the iPhone 5, Kindle Fire HD and forthcoming Microsoft Surface," Stice said.
IHS recommends that ultrabook manufactures start reducing products price points to the $600-$700 level. The analyst firm says the lowered price would make the thin-and-light notebooks competitive with tablets.
Despite poor sales for 2012, IHS expects a rebound in 2013. The firm predicts that new hybrid tablet-ultrabooks could spark consumer interest next year.
Manufactures are expected to bring touchscreen capabilities to ultrabooks in 2013. The move will be coupled with the release of Intel's more energy efficient Haswell processors.
Poor ultrabook sales have had a major effect on the growing tablet market. According to a recent Pew Research Center survey 22 percent of US adults own a tablet; 64 percent of those users consume news on their tablet device, according to Pew's survey.
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