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Desktop and Laptop PCs - UK - August 2015

Desktop and Laptop PCs - UK - August 2015

"While volumes are forecast to continue to decline, constant innovation and improved mobile concepts will help to revive the market and contain short-term decrease rates, particularly with the launch of Windows 10 in July 2015, which is anticipated to boost consumer demand."

- Sara Ballaben, Technology Analyst

This report covers the following areas:

Maintaining the appeal of desktops
Combating the threat of tablets


OVERVIEW
What you need to know
Covered in this report
EXECUTIVE SUMMARY
Market to stabilise in 2015
Figure 1: Forecast for the value of the UK computer market, by segment, 2010-20
Tablets more popular than desktops in 2015
Figure 2: Ownership of technology products, June 2014 and June 2015
Computers enter less traditional domains
Figure 3: Activities performed on devices owned/in the household (desktops, laptops or tablets), June 2015
Computers still preferred for more productive tasks
Figure 4: Activities performed, by device most used for each activity, June 2015
All-in-one desktops rising in popularity
Figure 5: Formats of desktop computers that consumers would be interested in buying in the next 12 months, June 2015
New laptop formats on an uptrend
Figure 6: Formats of laptop computers that consumers would be interested in buying in the next 12 months, June 2015
Tablet-like features not a priority for consumers
Figure 7: Important features when buying a desktop or laptop, June 2015
Tablets unlikely to replace computers
Figure 8: Attitudes towards desktops, laptops and tablets, June 2015
ISSUES & INSIGHTS
Maintaining the appeal of desktops
Combating the threat of tablets
THE MARKET
What you need to know
Market to stabilise in 2015
In-store displays can drive purchasing decisions
Basic users turn to smartphones and tablets
Cloud computing boosts sales of Ultramobiles
Launch of Windows 10 expected to revive the market
Market size, segmentation and forecast
2014 a positive year for the PC market
Figure 9: Forecast for the value of the UK computer market, by segment, 2010-20
Market to stabilise in 2015
Figure 10: Forecast for the value of the UK computer market, 2010-20
Figure 11: Forecast for the value of the UK computer market, 2010-20
Longer replacement cycles impact sales volumes
Figure 12: Forecast for the volume of the UK computer market, by segment, 2010-20
Desktops drive average selling prices up
Figure 13: UK average selling prices of desktops and laptops, 2010-20
Figure 14: Forecast for the volume of the UK computer market, 2010-20
Figure 15: Forecast for the volume of the UK computer market, 2010-20
New concepts could help to revive laptop market
Figure 16: Forecast for the value of the UK laptop market, 2010-20
Figure 17: Forecast for the value of the UK laptop market, 2010-20
Figure 18: Forecast for the volume of the UK laptop market, 2010-20
Figure 19: Forecast for the volume of the UK laptop market, 2010-20
Preventing desktops from becoming a niche product
Figure 20: Forecast for the value of the UK desktop market, 2010-20
Figure 21: Forecast for the value of the UK desktop market, 2010-20
Figure 22: Forecast for the volume of the UK desktop market, 2010-20
Figure 23: Forecast for the volume of the UK desktop market, 2010-20
Channels to market
Consumers tend to shop around for computers online
Figure 24: Websites used and stores visited to shop around for laptop and desktop computers, April 2015
In-store displays can still drive purchasing decisions
Figure 25: Stores visited and websites used to buy desktop/laptop computers, April 2015
Market drivers
Basic users turn to smartphones and tablets
Figure 26: Household ownership of desktops, laptops and tablets, and personal ownership of smartphones, January 2012-June 2015
Cloud computing boosts sales of Ultramobiles
Figure 27: Worldwide device shipments, by segment, 2013-16
Launch of Windows 10 expected to revive the market
Microsoft targets gamers
PC manufacturers awaiting Intel’s sixth-generation processors
KEY PLAYERS
What you need to know
Lenovo gains second position in the UK market
Specialist computer brands struggle to differentiate their brand image
Marketing budgets shift to digital advertising
Small form factors get smaller
Smartphones get at the heart of your ecosystem
Laptops go wireless
Market Share
Lenovo gains second position in the UK market
Figure 28: Estimated shares of the UK desktop and laptop market, by volume, 2013 and 2014
Samsung exits UK PC market
Brand research
Brand map
Figure 29: Attitudes towards and usage of selected technology brands, June 2015
Key brand metrics
Figure 30: Key metrics for selected technology brands, June 2015
Figure 31: Attitudes, by selected technology brand, June 2015
Figure 32: Brand personality – Macro image, June 2015
Figure 33: Brand personality – Micro image, June 2015
Brand analysis
Figure 34: User profile of Samsung, June 2015
Figure 35: User profile of Apple, June 2015
Figure 36: User profile of Hewlett-Packard, June 2015
Figure 37: User profile of ASUS, June 2015
Figure 38: User profile of Acer, June 2015
Figure 39: User profile of Dell, June 2015
Figure 40: User profile of Toshiba, June 2015
Figure 41: User profile of Lenovo, June 2015
Brand communication and promotion
Above-the-line spend declines as companies focus on digital
Figure 42: Recorded above-the-line, online display and direct mail total advertising expenditure on desktops and laptops, by media type, 2013
and 2014
Manufacturers dominate traditional advertising channels
Figure 43: Top 10 companies for recorded above-the-line, online display and direct mail total advertising expenditure on desktops and laptops,
2014
Methodology and coverage
Launch activity and innovation
Small form factors get smaller
Figure 44: Intel’s Compute Stick, January 2015
Figure 45: ASUS-manufactured Chromebit. April 2015
Figure 46: Quanta’s Compute Plug, June 2015
Smartphones get at the heart of your ecosystem
Figure 47: Intel’s Remote Keyboard app interface, June 2015
Figure 48: Samsung’s dual OS hybrid device, May 2015
Laptops go wireless
Figure 49: Dell’s Wireless Dock featuring Intel’s WiGig technology, April 2015
HP re-invents the desktop
Figure 50: Sprout by HP, November 2014
Kids can code their own
Figure 51: Kano’s computer and coding kit, September 2014
THE CONSUMER
What you need to know
Tablets more popular than desktops in 2015
Computers enter less traditional domains
Computers still preferred for more productive tasks
The potential of all-in-one desktops and small form factors
New laptop formats on an uptrend
Tablets unlikely to replace computers
Ownership of desktops and laptops
Tablets more popular than desktops in 2015
Figure 52: Ownership of technology products, June 2014 and June 2015
Desktops still appeal to certain niches
Tower units dominate the desktop market
Figure 53: Ownership of desktop computers, by format, June 2015
New formats only account for about a fifth of laptop owners
Figure 54: Ownership of laptop computers, by format, June 2015
Chromebooks drive growth of new form factors
Activities performed
Computers enter less traditional domains
Figure 55: Activities performed on devices owned/in the household (desktops, laptops or tablets), June 2015
Young consumers make the most of their devices
Figure 56: Activities performed on devices owned/in the household, by age, June 2015
Different usage habits create different marketing opportunities
Computers still preferred for more productive tasks
Figure 57: Activities performed, by device most used for each activity, June 2015
Purchase intentions
Laptops continue to attract new buyers
Figure 58: Technology products that consumers would consider purchasing/upgrading in the next 12 months, June 2014 and June 2015..60
All-in-one desktops rising in popularity
Figure 59: Formats of desktop computers that consumers would be interested in buying in the next 12 months, June 2015
The potential of small form factors
New laptop formats on an uptrend
Figure 60: Formats of laptop computers that consumers would be interested in buying in the next 12 months, June 2015
Almost half of potential buyers are unsure about their next laptop
Important features of desktops and laptops
Tablet-like features not a priority for consumers
Figure 61: Important features when buying a desktop or laptop, June 2015
Segmentation is key to successful marketing
Figure 62: Important features when buying a desktop or laptop, by gender, June 2015
Figure 63: Important features when buying a desktop or laptop, by age, June 2015
Gamers are the most difficult to please
Figure 64: Acer’s Predator gaming desktop PC, April 2015
Attitudes towards desktops, laptops and tablets
Over half of consumers would pay more for the convenience of laptops
Figure 65: Attitudes towards desktops, laptops and tablets, June 2015
Tablets unlikely to replace computers
Know your audience
Figure 66: Target groups, June 2015
APPENDIX
Data sources, abbreviations and supporting information
Data sources
Abbreviations
Market size and forecast
Figure 67: Best- and worst-case forecast for the value of the UK computer market, 2015-20
Figure 68: Best- and worst-case forecast for the value of the UK desktop market, 2015-20
Figure 69: Best- and worst-case forecast for the value of the UK laptop market, 2015-20
Figure 70: Best- and worst-case forecast for the volume of the UK computer market, 2015-20
Figure 71: Best- and worst-case forecast for the volume of the UK desktop market, 2015-20
Figure 72: Best- and worst-case forecast for the volume of the UK laptop market, 2015-20
Brand research
RESEARCH METHODOLOGY
UK Research Methodology
Sampling and weighting
Face to Face Surveys
Definitions
Brand & Social Media Research
Trade research
Desk research
Statistical Forecasting
The Mintel fan chart

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