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Published by: Mintel International Group Ltd.
Published: Dec. 1, 2008 - 111 Pages
Table of Contents
- ISSUES IN THE MARKET
- Definitions
- Abbreviations
- MARKET IN BRIEF
- The PC’s evolving role
- Buoyant sales
- Acer challenges the pecking order
- Economic trends gloom; population trend benefits
- Stay connected, stay entertained
- Going mobile
- Lower prices see rise of the netbook
- Format contrasts
- Consumers’ pressure points
- PCs get greener, lighter with added bling
- INTERNAL MARKET ENVIRONMENT
- Key points
- Boost in multiple ownership levels
- Figure 1: GB PC ownership at home, 2008
- Laptops main engine for growth
- Figure 2: Ownership of laptops and desktops, 2002-08
- Broadband penetration keeps the focus on the PC
- Figure 3: UK broadband penetration, 2004-08
- Figure 4: How internet users have accessed the web in the last 30 days, 2008
- The new AV system for downloads
- Figure 5: How internet users listen to music and watch film downloads, October 2008
- Monopoly on streamed web entertainment
- Figure 6: Usage of video catch-up sites, by ever use and frequency, July 2008
- Can PC hardware continue to compete in the future?
- A central role in our finances
- Figure 7: Types of transactional activity undertaken on the internet in the last three months, July and October 2008
- Digital devices an enabler, not a threat
- BROADER MARKET ENVIRONMENT
- Key points
- A new era in the consumer economy
- Figure 8: Total PDI, consumer expenditure and savings, 2003-13
- An ageing population
- Figure 9: Trends in the age structure of the UK population, by gender, 2003-13
- Rising number of one-person households
- Figure 10: UK household sizes, 2003-13
- Software launches
- Pester power
- Price deflation…
- Figure 11: Consumer price changes on selected food and electrical categories, 2005-08
- …benefiting laptop sales most of all
- COMPETITIVE CONTEXT
- Key points
- Figure 12: Value trends in major technology and communications markets, 2003-07
- Technology innovation drives consumer desire
- Competition from mobile handsets
- Figure 13: Device usage summary, July and October 2008
- MARKET SIZE AND FORECAST
- Key points
- More people buying in-home PCs
- Figure 14: Forecast of UK retail sales of in-home PCs (laptops and desktops), 2003-13
- Future pointers
- SEGMENT FORECAST
- Laptops drive market
- Figure 15: Forecast of UK retail sales of desktop PCs, by volume and value, 2003-13
- Figure 16: Forecast of UK retail sales of desktop PCs, by volume and value, 2003-13
- Desktop PCs on a steady decline
- Figure 17: Forecast of UK retail sales of in-home PC, 2003-13
- Figure 18: Forecast of UK retail sales of desktops, by volume and value, 2003-13
- Factors used in the forecast
- MARKET SEGMENTATION
- Key points
- Demand for mobile computing defines segment profile
- Figure 19: Volume of UK PC hardware retail sales, by type of computer, 2003-07 (est)
- Laptops driving volumes
- Figure 20: UK retail sales of laptops, by volume and value, 2001-08
- PCs - towards obsolescence?
- Figure 21: UK retail sales of desktop PCs, by volume and value, 2001-08
- BRAND SHARE
- Key points
- Laptops
- Figure 22: Estimated brand shares in the laptop sector, 2006 and 2008
- Desktops
- Figure 23: Estimated brand shares in the desktop sector, 2006 and 2008
- DISTRIBUTION
- Key points
- Figure 24: Estimated retailer value shares for UK total home PC market, by type of outlet, 2003-07
- Level of tech knowledge impacts on where buyers shop
- Figure 25: Feelings of technological know-how, June 2008
- Bricks-and-mortar stores popular with novice users
- Figure 26: How consumers set up new technology for the first time after purchase, June 2008
- PC World dominates the specialists
- Figure 27: Outlets used for buying last home computer, May 2007
- Dell dominates the online channel
- Electricals losing ground
- COMPANIES AND PRODUCTS
- Key points
- Hewlett-Packard
- Dell
- Acer
- Toshiba
- Lenovo
- Fujitsu Siemens (FSC)
- Apple Inc
- Sony
- Asus
- BRAND COMMUNICATION AND PROMOTION
- Key points
- Traditional offline media holding their own
- Figure 28: Total desktop and laptop media expenditure, 2004-08
- Dell reinforces its position
- Figure 29: Top 20 desktop and laptop advertisers, 2004-08
- TV and press dominate schedules
- Figure 30: Advertising spend, by media type, 2004-08
- WHO USES LAPTOPS AND DESKTOPS?
- Key points
- Desktops still dominate
- Figure 31: Desktop and laptop owners, by gender, age, region, working status and socio-economic group, October 2008
- Laptops: increasingly attainable to the average PC buyer
- Desktops - for the old, and the very young
- Men like desktops, women prefer laptops
- Figure 32: Gender preferences or laptops versus desktops, October 2008
- WHO USES WHICH BRAND?
- Key points
- Dominant Dell
- Figure 33: Brand of computer owned, October 2008
- HP number two for home users
- Rapid growth for Acer
- Apple brand finds little favour in the in-home sector
- PC CRUNCH - THE IMPACT OF THE FINANCIAL SQUEEZE ON BUYING BEHAVIOURS
- Key points
- Figure 34: Impact of the credit crunch on computer buying decision-making, October 2008
- I’ll buy later
- Still buying
- Figure 35: Types of activity undertaken on the internet in the last three months, October 2008
- Upgrade current spec
- WHAT DO CONSUMERS WANT ON A PC - AND WHY?
- Key points
- Figure 36: Functions on a computer that are regarded as essential, October 2008
- Youth want more overall functionality
- Figure 37: Functions on a computer that are regarded as essential, by age, October 2008
- Impact of increasing penetration of digital devices
- Figure 38: Digital device usage, by gender and age, October 2008
- Importance of the PC as a CD/DVD player
- Figure 39: How consumers have obtained new music and video content in the last 12 months, October 2008
- Recording music and video
- Screen size and type
- Storage more important than ever
- Fan noise: A bigger problem than expected
- Advanced games drive focus on processing and graphics
- Figure 40: Avid gamer (play video and/or PC games regularly eg once a week or more), by age and gender, May 2006
- High definition still for the minority
- Figure 41: Functions on a computer that are regarded as essential, by gender and age, October 2008
- Wireless connectivity
- APPENDIX - WHO USES LAPTOPS AND DESKTOPS?
- Figure 42: Desktop and laptop owners, by detailed demographics, October 2008
- APPENDIX - WHO USES WHICH BRAND?
- Figure 43: Brand of computer owned, by detailed demographics, October 2008
- Figure 44: Brand of computer owned, by detailed demographics, October 2008
- APPENDIX - PC CRUNCH: THE IMPACT OF THE FINANCIAL SQUEEZE ON BUYING BEHAVIOURS
- Figure 45: Impact of the credit crunch on computer buying decision-making, by detailed demographics, October 2008
- APPENDIX - WHAT DO CONSUMERS WANT ON A PC AND WHY?
- Figure 46: Functions on a computer that are regarded as essential, by detailed demographics, October 2008
- Figure 47: Functions on a computer that are regarded as essential, by detailed demographics, October 2008
- Figure 48: Functions on a computer that are regarded as essential, by detailed demographics, October 2008
- APPENDIX: RESEARCH METHODOLOGY
AbstractThree quarters of adults now use a computer in the home; the PC has become a mainstream consumer electronics device. In the past five years, their usage in the home has accelerated dramatically, driven by lower prices and the increasing demand for online connectivity. The PC has evolved from its traditional ‘home office’ role to one in which it has become a communications, entertainment and networking hub.
In the past couple of years, these factors have converged to drive the demand for laptops/notebooks, and these are now outselling desktops. This trend signals a dramatic change in the nature of in-home computing, evolving beyond providing a static installation, to one which caters for on-the-move, mobile computing, with 24/7 online connectivity. Most recently, this is finding expression in the emerging netbook sector, in which small, highly portable and low-priced devices are gathering considerable momentum at the lower end of the market.
The UK PC market is beginning to feel the stress of the economic downturn, and towards the end of 2008, manufacturers are reporting reduced shipments across the globe. In the mean time, the sector is moving towards saturation, which means that the focus for the industry is less about capturing ‘new to market’ prospects, and more about driving the demand for replacement and secondary devices.
This report takes a comprehensive look at the state of the UK in-home sector, including the following issues:
- opportunities that are highlighted by changing social and cultural trends
- the major economic and demographic factors that will impact the market, particularly in view of the impending recession
- the changing role of the in-home PC; where does it fit alongside other entertainment and comms devices?
- factors driving the demand for mobile computing; is the desktop in danger of becoming obsolete?
- analysis of the major brands in the market, their user profiles and how they are positioned for the in-home user
- how manufacturers are innovating and responding to the green and CSR agenda
- features consumers consider important in their choice of PC, and attitudes towards PCs
- the future buying intentions of consumers.
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