Table of Contents
Overview
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- What you need to know
- Key issues covered in this Report
- COVID-19: market context
- Economic and other assumptions
- Products covered in this Report
Executive Summary
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- Computers and tablet market starts to move back to pre-pandemic decline
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- Figure 1: Category outlook for computers, 2022-26
- The market
- Market for desktop, laptops and tablets worth £3.43 billion in 2021
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- Figure 2: Forecast for the value of the desktop, laptop and tablet computers market, 2021-26
- Figure 3: Forecast for the volume of desktop, laptop and tablet sales, 2021-26
- Semiconductor chip shortage still impacting computers industry
- Consumers move towards more flexible TV watching
- Gaming industry is growing and becoming more accessible across different devices
- Companies and brands
- Samsung releases smart monitors for work and leisure at home
- Apple adds M1 Pro and M1 Max CPUs to MacBook Pros
- Acer launches successor to flagship Chromebook Spin 713
- The consumer
- Baby Boomers are a strong target market for entry level tablets
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- Figure 4: Ownership of desktop, laptop or tablet computers, 2021
- COVID-19 drives purchases of computers and tablets
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- Figure 5: Computer purchases since COVID-19, 2021
- Lack of awareness is likely the only reason more people do not own Chromebooks
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- Figure 6: Desktop or laptop operating system, 2021
- Apple to maintain its market share due to customer loyalty
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- Figure 7: Tablet operating system, 2021
- Tablet is the go-to device for media consumption
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- Figure 8: Activities performed on a desktop, laptop or tablet, 2021
- Hybrid working drives the importance of 5G in tablets
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- Figure 9: Usage of desktop, laptop or tablet compared to during the COVID-19 lockdowns, 2021
- Focusing on RAM in marketing is key as industry emerges from chip shortage
- Popularity of online banking and shopping highlights importance of biometrics
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- Figure 10: Attitudes towards computers, tablets and smartphones, 2021
Issues and Insights
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- RAM is a key selling point as industry emerges from chip shortage
- Manufacturers should hone in on tablets being a media consumption device
- 5G makes tablets the ideal product for commuters
Market Size and Performance
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- Market for desktop, laptops and tablets valued at £3.43 billion
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- Figure 11: Value of desktop, laptop and tablet computers market, 2016-21
Market Segmentation
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- Laptops account or the majority of the market
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- Figure 12: Market segmentation for the computers market, 2016-21
- Laptops are driving market growth
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- Figure 13: Value of the laptop market, 2016-21
- Tablet market returned to pre-COVID-19 decline in 2021
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- Figure 14: Value of the tablet market, 2016-21
- Desktops do not follow pattern of 2020 growth
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- Figure 15: Value of desktop market, 2016-21
Market Forecast
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- Computers and tablet market starts to move back to pre-pandemic decline
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- Figure 16: Category outlook for computers, 2022-26
- Computers market will gradually decline following positive sales during COVID-19
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- Figure 17: Forecast for the value of the desktop, laptop and tablet computers market, 2021-26
- Figure 18: Forecast for the volume of desktop, laptop and tablet sales, 2021-26
- Market drivers and assumptions
- Forecast methodology
Market Forecast - Desktops
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- Desktop market continues decline through the pandemic
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- Figure 19: Forecast for the value of the desktop market, 2021-26
- Figure 20: Forecast for the volume of desktop sales, 2021-26
Market Forecast - Laptops
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- End of the chip shortage will help laptop market
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- Figure 21: Forecast for the value of the laptop market, 2021-26
- Figure 22: Forecast for the volume of laptop sales, 2021-26
Market Forecast - Tablets
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- Tablet market returns to decline following growth in 2020
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- Figure 23: Forecast for the value of the tablet market, 2021-26
- Figure 24: Forecast for the volume of tablet sales, 2021-26
Market Drivers
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- Pricing of foldable phones restricts impact on tablet market
- Semiconductor chip shortage still impacting computers industry
- Changing TV habits boosting media consumption on tablets
- Gaming industry is growing and becoming more accessible across different devices
Market Share
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- Apple remains as market leader in computers
- Lenovo edges out HP in share for desktops and laptops
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- Figure 25: Market share for desktop, laptop and tablet computers, 2021
Launch Activity and Innovation
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- Samsung launches Galaxy Book Go
- Samsung releases smart monitors for work and leisure at home
- Apple updates iPad Mini and iPad Pro tablets
- iPad Pro
- iPad Mini
- Apple adds M1 Pro and M1 Max CPUs to MacBook Pros
- Apple refreshes iMac design
- Acer launches successor to flagship Chromebook Spin 713
Computer and Tablet Ownership
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- Baby Boomers are a strong target market for entry level tablets
- Entry level Android tablets with long battery life are likely to engage for Baby Boomers
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- Figure 26: Ownership of desktop, laptop or tablet computers, 2021
- COVID-19 drives purchases of computers and tablets
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- Figure 27: Computer purchases since COVID-19, 2021
Computer and Tablet Operating Systems
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- Lack of awareness is likely the only reason more people do not own Chromebooks
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- Figure 28: Desktop or laptop operating system, 2021
- Apple to maintain its market share due to customer loyalty
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- Figure 29: Tablet operating system, 2021
Activities on Computer or Tablet
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- Retailers should use gaming-based incentives with desktops to appeal to the male-focused audience
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- Figure 30: Activities performed on desktop, by gender, 2021
- Tablet manufacturers should prioritise advertising tablets as media consumption devices
- Pricing impacts use cases for Android and Apple tablets
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- Figure 31: Activities performed on desktop, laptop or tablet, 2021
- Hybrid working drives interest in 5G tablets
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- Figure 32: Usage of desktop, laptop or tablet compared to during COVID-19 lockdowns,
Attitudes towards Computers
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- Smartphones reducing people’s motivation to buy new laptops
- Focusing on RAM in marketing is key as industry emerges from chip shortage
- Popularity of online banking and shopping highlights importance of biometrics
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- Figure 33: Attitudes towards computers, tablets and smartphones, 2021
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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