Table of Contents
Scope and Themes
-
- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
-
- The market
- Mature market offers few new buyers
-
- Figure 1: U.S. laptop and desktop PC sales 2008-13
- Slowdown in decline in average spend on a PC
- HP, Apple, Acer on the rise
-
- Figure 2: Brand of PC most recently purchased, by date of acquisition, July 2012-March 2013
- The consumer
- Room for growth in laptop ownership among high-income consumers
-
- Figure 3: Household ownership of laptop and desktop computers, by household income, July 2012-March 2013
- Machine failure top reason for new purchase
-
- Figure 4: Top five reasons for most recent PC purchase, June 2013
- Broad but lukewarm appeal for new features
-
- Figure 5: Interest in select new features if buying a new PC, June 2013
- Portability has its limits
-
- Figure 6: Attitudes toward PC hardware form, June 2013
- Long-term loyalty almost absent
-
- Figure 7: Role of brand familiarity in last computer purchase, June 2013
- What we think
Issues and Insights
-
- Are convertibles the answer to sector woes?
- The issues
- The implications
- Can the desktop be the new television?
- The issues
- The implications
- How many computing devices does a household need?
- The issues
- The implications
Trend Application
-
- Inspire Trend: The Suite Life
- Inspire Trend: Many Mes
- Mintel Futures: Access Anything, Anywhere
Market Size
-
- Key points
- Extended decline
-
- Figure 8: U.S. PC sales in current dollars, 2008-13
- Figure 9: U.S. PC sales at inflation-adjusted prices, 2008-13
- Unit sales and average price both falling
-
- Figure 10: U.S. PC unit sales, 2008-13
- Declines in pricing decelerating
-
- Figure 11: Cost of most recently acquired computer, July 2008-March 2013
Competitive Context
-
- Tablets not the villain
-
- Figure 12: Most likely replacement purchase when current PC breaks, by age, June 2013
Leading Companies
-
- Key points
- Dell’s losses gained by Apple, HP, Acer
-
- Figure 13: Computer brand most recently purchased, by date of acquisition, July 2012-March 2013
-
- Figure 14: Computer brand most recently acquired, by household income, July 2012-March 2013
- Figure 15: Computer brand most recently acquired, by age, July 2012-March 2013
-
- Figure 16: Cost of most recently acquired PC, by brand, July 2012-March 2013
- Dell slides in purchase intent
-
- Figure 17: Computer brand intended for purchase, July 2010-March 2013
- Figure 18: Computer brand intended for purchase, by household income, July 2012-March 2013
Innovations and Innovators
-
- Laptop/tablet convertibles
-
- Figure 19: Sony VAIO Duo 13
-
- Figure 20: Dell XPS 12 Convertible
- Figure 21: Asus Transformer Book Trio
- Gesture-based computing
Social Media
-
- Key points
- Key social media metrics
-
- Figure 22: Key brand metrics, PC brands, June 2013
- Market overview
- Ownership and recent purchase
-
- Figure 23: Ownership and recent purchase of selected PC brands, June 2013
- Interaction with brands
-
- Figure 24: Interaction with selected PC brands, June 2013
- Online conversations
-
- Figure 25: Online mentions of selected Tier 1 PC brands, by week, July 22, 2012-July 21, 2013
-
- Figure 26: Online mentions of selected Tier 2 PC brands, by week, July 22, 2012-July 21, 2013
- Where are people talking about PC brands?
-
- Figure 27: Mentions by page type selected PC brands, by tier, July 22, 2012-July 21, 2013
- What are people talking about?
-
- Figure 28: Mentions by type of conversation, on selected PC brands, by tier, July 22, 2012-July 21, 2013
- Figure 29: Major areas of discussion surrounding PC brands, by page type, July 22, 2012-July 21, 2013
- Brand analysis
- Dell
-
- Figure 30: Dell key social media indicators, July 2013
- Key online campaigns
- What we think
- Lenovo
-
- Figure 31: Lenovo key social media indicators, July 2013
- Key online campaigns
- What we think
- HP
-
- Figure 32: HP key social media indicators, July 2013
- Key online campaigns
- What we think
- Acer
-
- Figure 33: Acer key social media indicators, July 2013
- Key online campaigns
- What we think
- Ultrabook
-
- Figure 34: Ultrabook key social media indicators, July 2013
- Key online campaigns
- What we think
- Chromebook
-
- Figure 35: Chromebook key social media indicators, June 2013
- Key online campaigns
- What we think
Marketing Strategies
-
- Overview
- Cooperative efforts seek to prop up market
- Apple treads water
- Cross-platform initiatives
- Intel and Toshiba shine with second foray into “social film”
- Corporate brands burnish images with cause-related marketing
- TV campaigns
- Google Chromebook
-
- Figure 36: Google Chromebook, “For everyone” television ad
- Apple MacBook Pro
- Dell’s two-pronged approach
-
- Figure 37: Dell Ultrabooks, “Meet Thomas” television ad
-
- Figure 38: Dell Ultrabook, “Disappearing stars” television ad
- HP
- Lenovo and Acer go to cinematic extremes
-
- Figure 39: Lenovo “seize the night” television ad
-
- Figure 40: Acer/Star trek into darkness television ad
- Intel Ultrabook co-op with Best Buy
-
- Figure 41: Ultrabook convertible “Egypt” Television ad
Computer Ownership
-
- Key points
- Growth needs to come out of competitor’s share
-
- Figure 42: Personal and household ownership of computers, July 2008-March 2013
- Age, income, education drive ownership
-
- Figure 43: Household ownership of laptop and desktop computers, by age, July 2012-March 2013
- Figure 44: Personal ownership of a computer, by age, July 2012-March 2013
-
- Figure 45: Household ownership of laptop and desktop computers, by household income, July 2012-March 2013
- Figure 46: Personal ownership of a computer, by household income, July 2012-March 2013
Intent to Purchase
-
- Key points
- One in five households in the market
-
- Figure 47: Intent to purchase a computer and when, by age, July 2012-March 2013
-
- Figure 48: Intent to purchase a computer and when, by household income, July 2012-March 2013
- Figure 49: Cost of computer most recently acquired, by household income, July 2012-March 2013
- Purchase cycle
-
- Figure 50: When PC was last purchased, by household income, July 2012-March 2013
- Figure 51: When PC was last purchased, by presence of children in household, July 2012-March 2013
-
- Figure 52: When PC was last purchased, by age, July 2012-March 2013
- Laptops dominate purchase intent
-
- Figure 53: Computer types intended for purchase—laptops vs. desktops, by age, July 2012-March 2013
- Figure 54: Computer types intended for purchase—laptops vs. desktops, by household income, July 2012-March 2013
- New forms gaining traction
-
- Figure 55: Type of laptop and desktop intended for purchase, by age, June 2013
Attitudes toward Brands
-
- Key points
- Familiarity a must
-
- Figure 56: Role of brand familiarity in computer selection, June 2013
- Reviews make only a dent
-
- Figure 57: Role of recommendations in computer selection, June 2013
- Long-term loyalty almost absent
-
- Figure 58: Perception of quality differences between, and loyalty to computer brands, by age, June 2013
- Figure 59: Perception of quality differences between, and loyalty to computer brands, by household income, June 2013
Motivations for Purchasing
-
- Key points
- Broken machines lead motivation for purchase
-
- Figure 60: Motivation for most recent computer purchase, by gender and age, June 2013
- Key driver analysis – purchase motivation
- Methodology
- Age, 3-D drive interest in near-term planned purchasing
-
- Figure 61: Key drivers of planning to purchase computer within six months, August 2013
Computer Forms and Features
-
- Key points
- Traditional laptops remain best bid for volume sales
-
- Figure 62: Type of computer most recently purchased, by year of acquisition, July 2012-March 2013
- Figure 63: Attitudes toward computer hardware, June 2013
-
- Figure 64: Attitudes toward computer hardware, by age, June 2013
- New features: Broad interest, lukewarm appeal
-
- Figure 65: Interest in new computer features, June 2013
- Figure 66: “Very interested” in new computer features, by age, June 2013
-
- Figure 67: “Very” and “somewhat” interested in new computer features, by age, June 2013
Impact of Gender and Age
-
- Key points
- Young men want it all
-
- Figure 68: “Very interested” in new computer features, by gender and age, June 2013
- The male compromise: two machines
-
- Figure 69: Sentiments promoting the traditional laptop, by gender and age, June 2013
- Young men on the market most often
-
- Figure 70: Incidence of buying a computer every two to three years, by gender and age, June 2013
- Young men driving newest categories
-
- Figure 71: Types of PCs owned, by gender and age, June 2013
-
- Figure 72: Motivation for most recent PC purchase, by gender and age, June 2013
Impact of Marital and Parental Status
-
- Key points
- Partners, owners, and gift givers
-
- Figure 73: Personal ownership of a computer, by marital status and presence of children, July 2012-March 2013
- Figure 74: “Very interested” in new computer features, by gender and parental status, June 2013
-
- Figure 75: Types of PCs owned, by gender and parental status, June 2013
Impact of Race and Hispanic Origin
-
- Key points
- Asians hold unique place in market
-
- Figure 76: Household ownership of laptops and desktop computers, and average # owned, by race and Hispanic origin, July 2012-March 2013
- Figure 77: Personal ownership of computers, by race and Hispanic origin, July 2012-March 2013
-
- Figure 78: Intent to purchase a computer and when, by race and Hispanic origin, July 2012-March 2013
- Figure 79: Cost of computer most recently acquired, by race and Hispanic origin, July 2012-March 2013
-
- Figure 80: Computer brand most recently purchased, by race and Hispanic origin, July 2012-March 2013
Appendix – Other Useful Consumer Tables
-
- Age
-
- Figure 81: Motivation for most recent PC purchase, by age, June 2013
-
- Figure 82: Computer brand intended for purchase, by age, July 2012-March 2013
- Gender
-
- Figure 83: Sentiments promoting the traditional laptop, by gender, June 2013
-
- Figure 84: Type of PC used most among multiple PC owners, by gender, June 2013
-
- Figure 85: Type of laptop and desktop intended for purchase, by gender, June 2013
-
- Figure 86: Most likely replacement purchase when current PC breaks, by gender, June 2013
- Gender and age
-
- Figure 87: Type of laptop and desktop intended for purchase, by gender and age, June 2013
-
- Figure 88: Most likely replacement purchase when current PC breaks, by gender and age, June 2013
- Parental status
-
- Figure 89: Type of laptop and desktop intended for purchase, by parental status, June 2013
-
- Figure 90: Sentiments promoting the traditional laptop, by parental status, June 2013
- Household income
-
- Figure 91: Motivation for most recent PC purchase, by household income, June 2013
-
- Figure 92: “Very interested” in new computer features, by household income, June 2013
-
- Figure 93: Sentiments promoting the traditional laptop, by household income, June 2013
- Race/Hispanic origin
-
- Figure 94: Motivation for most recent PC purchase, by race and Hispanic origin, June 2013
-
- Figure 95: “Very interested” in new computer features, by race and Hispanic origin, June 2013
- Responses by type of PC owned
-
- Figure 96: Types of PCs owned, by types of PCs owned, June 2013 (part 1)
-
- Figure 97: Types of PCs owned, by types of PCs owned, June 2013 (part 2)
-
- Figure 98: Type of PC used most among multiple PC owners, by types of PCs owned, June 2013
-
- Figure 99: “Very” and “somewhat” interested in new computer features, by age, June 2013
-
- Figure 100: “Very” and “somewhat” interested in new computer features, by household income, June 2013
-
- Figure 101: “Very” and “somewhat” interested in new computer features, by parental status, June 2013
-
- Figure 102: “Very” and “somewhat” interested in new computer features, by age, June 2013
-
- Figure 103: “Very” and “somewhat” interested in new computer features, by household income, June 2013
-
- Figure 104: “Very” and “somewhat” interested in new computer features, by parental status and presence of children in household, June 2013
Appendix – Key Driver Analysis
-
- Interpretation of results
-
- Figure 105: Planning to buy a desktop or laptop computer—key driver output, June 2013
Appendix – Social Media
-
- Brand ownership
-
- Figure 106: Brand ownership, June 2013
- Figure 107: Dell ownership, by demographics, June 2013
-
- Figure 108: Lenovo ownership, by demographics, June 2013
- Figure 109: HP ownership, by demographics, June 2013
-
- Figure 110: Acer ownership, by demographics, June 2013
- Figure 111: Ultrabook ownership, by demographics, June 2013
-
- Figure 112: Chromebook ownership, by demographics, June 2013
- Activities done
-
- Figure 113: Activities done, June 2013
- Figure 114: Dell – Activities done, by demographics, June 2013
-
- Figure 115: HP – Activities done, by demographics, June 2013
-
- Figure 116: Acer – Activities done, by demographics, June 2013
- Online conversation
-
- Figure 117: Online mentions selected PC brands, Tier 1, by week, July 22, 2012-July 21, 2013
- Figure 118: Online mentions selected PC brands, Tier 2, by week, July 22, 2012-July 21, 2013
- Figure 119: Mentions by page type selected PC brands, by tier, July 22, 2012-July 21, 2013
-
- Figure 120: Mentions by type of conversation, selected PC brands, by tier, July 22, 2012-July 21, 2013
- Figure 121: Major areas of discussion surrounding PC brands, by page type, July 22, 2012-July 21, 2013
Appendix – Trade Associations
Back to top