Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
- A maturing market reaches stagnation
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- Figure 1: Fan chart forecast of U.S. retail sales of PCs and laptops, 2007-17
- Laptops lead, but future path is unclear
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- Figure 2: U.S. retail sales of laptop and desktop computers, 2007-17
- New responses to new competition
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- Figure 3: U.S. smartphone and tablet unit manufacturer sales, 2010-12
- Apple’s core advantage
- PC ownership remains stable in the face of new devices
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- Figure 4: Incidence of ownership of select types of computer, laptop, tablet, e-reader and smartphone by type, March 2012
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- Figure 5: Purchase intent for select types of computer, laptop, and tablet, March 2012
- Web and email most popular PC applications
- Apple attracts a smaller but loyal audience
- Driving upgrades could remain a tough challenge
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- Figure 6: Interest in paying more for 3-D and touchscreen PCs, by age, March 2012
- Asians remain an important audience for PCs
- What we think
Issues in the Market
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- How can PC makers recapture “techno lust”?
- Changing the conversation
- Hardware is no longer enough
Insights and Opportunities
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- Take convertibles for a spin
- It’s all about the apps
Trend Application
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- Inspire Trend: Minimize Me
- Inspire Trend: Prove It
- Inspire 2015 Trends
- Access Anything, Anywhere
Market Size and Forecast
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- Key points
- Tablets take a toll
- Whither Windows?
- Retail sales and forecast
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- Figure 7: Total U.S. retail sales of PCs and laptops, at current prices, 2007-17
- Figure 8: Total U.S. retail sales of PCs and laptops, at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 9: Fan chart forecast of U.S. retail sales of PCs and laptops, 2007-17
Market Drivers
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- Key points
- From productivity to communications and fun
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- Figure 10: Personal computer usage applications, 2009-12
- The cloud takes shape
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- Figure 11: Attitudes on mobile data access, March 2012
- The Microsoft factor
Competitive Context
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- Key points
- Moving to a mobile model
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- Figure 12: U.S. tablet manufacturer shipments, by unit and dollar sales, at current prices, 2009-12
- Figure 13: U.S. mobile phone manufacturer unit sales, by segment, 2006-12
- More than just fun and games
Segment Performance
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- Key points
- The portable premium
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- Figure 14: Total U.S. retail sales of PCs and laptops, by segment, 2010 and 2012
Segment Performance—Laptops
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- Key points
- Laptops lose some luster
- Less than ultra
- Waiting for Windows
- Sales and forecast
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- Figure 15: Total U.S. retail sales of laptop computers, 2007-17
Segment Performance—Desktops
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- Key points
- Desktops continue their decline
- Could AIO PCs drive new interest with Windows 8?
- Sales and forecast
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- Figure 16: Total U.S. retail sales of desktop computers, 2007-17
Source of Purchase
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- Key points
- Specialty stores remain the primary source for PCs
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- Figure 17: Source of computers purchased, by retail channel, 2009 and 2012
- It takes a genius
Leading Companies
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- Key points
- Overview
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- Figure 18: U.S. PC brand market share, manufacturer shipments, 2010-11
Innovation and Innovators
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- PCs go virtual?
- ASUSTeK ascends
Marketing Strategies
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- Key points
- Overview
- Television
- ASUSTeK: Finding Zen in sports
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- Figure 19: ASUSTeK TV ad, Find your Zenbook, 2012
- Dell drops its humor
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- Figure 20: AT&T/Samsung TV ad, co-workers ahead of the curve, 2011
- HP keeps it real
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- Figure 21: HP TV ad, We’re better than this, 2012
- Intel goes back to the future
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- Figure 22: Intel PC knights ad, 2012
- Online advertising
Ownership of Laptops and PCs
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- Key points
- PC penetration stabilizes
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- Figure 23: Computer ownership, 2007-12
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- Figure 24: Household computer ownership, by gender, age, and household income, January 2011-March 2012
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- Figure 25: Number of computers owned, by gender, age, and household income, January 2011-March 2012
- Desktops still the most common type of PC owned
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- Figure 26: Computer, tablet, e-reader, and smartphone ownership, by type of product, by gender, March 2012
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- Figure 27: Computer, tablet, e-reader, and smartphone ownership, by type of product, by age, March 2012
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- Figure 28: Computer, tablet, e-reader, and smartphone ownership, by type of product, by household income, March 2012
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- Figure 29: Number of computer, tablet, e-reader, and smartphones owned, by type of product, March 2012
Purchase Drivers and Intent
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- Key points
- Purchase intent
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- Figure 30: Computer purchase intent, by gender, age, and household income, January 2011-March 2012
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- Figure 31: Computer types intending to purchase, by age, January 2011-March 2012
- Figure 32: Computer types intending to purchase, by household income, January 2011-March 2012
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- Figure 33: Purchase intent for computers, tablets, e-readers, and smartphones, by type of product, March 2012
- Other devices compete with PC-buying dollars for the young
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- Figure 34: Reasons for putting off purchase of a new computer, and preference for Apple over other brands, by age, March 2012
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- Figure 35: Reasons for putting off purchase of a new computer, and preference for Apple over other brands, by household income, March 2012
PC Usage
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- Key points
- PC usage peaks with the young
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- Figure 36: Hours of computer usage per week, by gender, age, and household income, January 2011-March 2012
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- Figure 37: Personal computer usage applications, by gender, January 2011-March 2012
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- Figure 38: Personal computer usage applications, by age, January 2011-March 2012
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- Figure 39: Personal computer usage applications, by household income, January 2011-March 2012
- TV/PC integration still far from mainstream
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- Figure 40: PC usage behavior and attitudes, by age, March 2012
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- Figure 41: PC usage behavior and attitudes, by household income, March 2012
PC Operating System Usage and Preferences
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- Key points
- Windows remains the predominant choice
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- Figure 42: Primary computer operating system, January 2011-March 2012
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- Figure 43: Primary computer operating system, Mac vs. Microsoft, by age, January 2011-March 2012
- Figure 44: Primary computer operating system, Mac vs. Microsoft, by household income, January 2011-March 2012
Brand Preference
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- Key points
- Apple fans are affluent
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- Figure 45: Brands of computer owned, by age, January 2011-March 2012
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- Figure 46: Brands of computer owned, by household income, January 2011-March 2012
- Dell, HP, Apple all desired brands
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- Figure 47: PC brand preference and ownership, March 2012
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- Figure 48: PC brand preference, first choice , by age, March 2012
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- Figure 49: PC brand preference, first choice , by household income, March 2012
Attitudes and Motivations
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- Key points
- Are currently owned PCs “good enough”?
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- Figure 50: Level of satisfaction with current PC performance for various tasks, by age, March 2012
- Figure 51: Level of satisfaction with current PC performance for various tasks, by household income, March 2012
- Mixed interest in the cloud
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- Figure 52: Attitudes to mobile data access, by age, March 2012
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- Figure 53: Attitudes on mobile data access, by household income, March 2012
Interest in and Awareness of Advanced PC features
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- Key points
- Touchscreen awareness, interest higher than for 3-D
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- Figure 54: Interest in and awareness of advanced PC features, by gender, March 2012
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- Figure 55: Interest in and awareness of advanced PC features, by age, March 2012
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- Figure 56: Interest in and awareness of advanced PC features, by household income, March 2012
Teens and Kids
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- Key points
- Teens are avid PC users
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- Figure 57: Teen computer usage, by gender and age, October 2010-November 2011
- Figure 58: Teen computer application usage, by gender and age, October 2010-November 2011
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- Figure 59: Weekly hours of computer usage by teens, by gender and age, October 2010-November 2011
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- Figure 60: Weekly hours of computer entertainment usage by teens, by gender and age, October 2010-November 2011
- PC usage quite high even in kids aged 6-11
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- Figure 61: Kid computer usage, by gender and age, October 2010-November 2011
Impact of Race/Hispanic Origin
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- Key points
- Asians are avid and sophisticated PC consumers
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- Figure 62: Computer ownership, by race/Hispanic origin, January 2011-March 2012
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- Figure 63: Number of computers owned, by race/Hispanic origin, January 2011-March 2012
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- Figure 64: Incidence of ownership of select types of computer, laptop, tablet, e-reader and smartphone, by race/Hispanic origin, March 2012
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- Figure 65: Personal computer usage applications, by race/Hispanic origin, January 2011-March 2012
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- Figure 66: Brands of computer owned, by race/Hispanic origin, January 2011-March 2012
Custom Consumer Groups
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- Tablet owners are tech sophisticates
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- Figure 67: Cross tabulation of select computer, laptop, tablet, e-reader and smartphone ownership, March 2012
- Advanced users are intrigued by the cloud
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- Figure 68: Attitudes on mobile data access by desktop ownership, March 2012
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- Figure 69: Attitudes on mobile data access by desktop ownership, March 2012
- Battery life, storage space of interest to laptop users
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- Figure 70: Level of satisfaction with current PC performance for various tasks, by any desktop ownership, March 2012
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- Figure 71: Level of satisfaction with current PC performance for various tasks, by any laptop ownership, March 2012
Cluster Analysis
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- Gadget Gurus
- Demographics
- Characteristics
- Opportunity
- Digital Laggards
- Demographics
- Characteristics
- Opportunity
- Mobile Mainstreamers
- Demographics
- Characteristics
- Opportunity
- Cluster characteristic tables
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- Figure 72: Laptop and PC cluster groups, March 2012
- Figure 73: Incidence of ownership of select types of computer, laptop, tablet, e-reader and smartphone, by laptop and PC cluster groups, March 2012
- Figure 74: Attitudes on mobile data access, by laptop and PC cluster groups, March 2012
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- Figure 75: PC usage behavior and attitudes, by laptop and PC cluster groups, March 2012
- Figure 76: Level of satisfaction with current PC performance for various tasks, by laptop and PC cluster groups, March 2012
- Cluster demographic tables
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- Figure 77: Laptop and PC cluster groups, by gender, March 2012
- Figure 78: Laptop and PC cluster groups, by age, March 2012
- Figure 79: Laptop and PC cluster groups, by household income, March 2012
- Figure 80: Laptop and PC cluster groups, by race, March 2012
- Figure 81: Laptop and PC cluster groups, by Hispanic origin, March 2012
- Cluster methodology
Appendix—Trade Associations
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