Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Volume forecast of desktops, 2006-16
- Figure 2: Volume forecast of laptops, 2006-16
- Rising computer ownership
- Electronics retailers are top choice for buying computers, for now
- Market factors
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- Figure 3: CPI for all items vs. CPI for information processing equipment, May 2005-May 2011
- Cost of computers
- New form factors
- Companies, brands and innovation
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- Figure 4: Attitudes towards and usage of desktop, laptop and tablet computer brands, June 2011
- The consumer
- Current ownership
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- Figure 5: Ownership of computers in the home, by form factor, May 2011
- Buying intent
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- Figure 6: Computer purchase intention in the next 12 months, May 2011
- Extended warranty
- What we think
Issues in the Market
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- How will the market for desktops and laptops fare with the entry of tablet computers?
- What can bricks and mortar retailers do to attract customers shopping for computers?
- How do consumers perceive personal computer ecosystems and how will it evolve?
- To what extent are tablet computers shared in the home and what does it mean for manufacturers and advertisers?
Future Opportunities
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- Trend: Guiding Choice
- Trend: Moral Brand
Internal Market Environment
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- Key points
- Computers ownership trend
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- Figure 7: Trend in computer ownership in the household, 2009-11
- Figure 8: Trend in the number of computers in households, 2006-10
- Falling cost of computers
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- Figure 9: CPI for all items vs. CPI for information processing equipment, May 2005-May 2011
- Spending priorities
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- Figure 10: How extra money after bills was anticipated to be used, November 2009-June 2011
Broader Market Environment
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- Key points
- Fragile economic recovery
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- Figure 11: GDP quarterly percentage change, Q1 2004-Q2 2011
- Interest rates to remain low despite inflation
- Low consumer confidence to continue
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- Figure 12: GFK NOP Consumer Confidence Index, January 1988-July 2011
- Impact of March 2011 earthquake and tsunami
- Impact of exchange rates
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- Figure 13: Pound Sterling against broad effective exchange rate, Japanese Yen, Taiwan Dollars, and Chinese Yuan, June 2006-June 2011
Competitive Context
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- Key points
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- Figure 14: Activities for which the most recently bought computer is used, 2009-10
- E-readers
- Video games consoles
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- Figure 15: Hardware features influencing the purchase of a static games console, May 2010
- Smartphones
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- Figure 16: Services/Activities used through mobile internet in the last 12 months, 2010
- Televisions
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- Figure 17: Broadband penetration and computer ownership, 2007-10
Who’s Innovating?
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- Key points
- New form factors
- Dual screen devices
- Dual boot devices
- Optimised for pen input
- Convertible tablets
- Glasses-free 3D viewing
- ‘Appification’ of software
- The consumer cloud and integrated ecosystems
- Google Chromebook
- Apple’s iCloud
- Is Amazon’s tablet coming?
- Microsoft eyes the cloud as winning strategy
- Focusing on customer service in retail outlets
Market Size and Forecast
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- Key points
- Desktop, laptop, and tablet computers
- Desktops
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- Figure 18: Volume and value of desktops, 2006-16
- Laptops
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- Figure 19: Volume and value of laptops, 2006-16
- Tablets, the new kid on the block
- Forecasts
- Decline in desktops to continue
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- Figure 20: Value forecast of desktops, 2006-16
- Figure 21: Volume forecast of desktops, 2006-16
- Laptops have not reached the end yet
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- Figure 22: Value forecast of laptops, 2006-16
- Figure 23: Volume forecast of laptops, 2006-16
- Forecast methodology
Companies and Products
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- Figure 24: Top five operating systems in united kingdom, July 2008-June 2011
- Apple (OS X & iOS)
- Background and basic features
- Updates and work in progress
- Google (Android and Chrome OS)
- Background and basic features
- Updates and work in progress
- Hewlett-Packard (webOS)
- Background and basic features
- Updates and work in progress
- Linux (Ubuntu)
- Background and basic features
- Updates and work in progress
- Microsoft (Windows)
- Background and basic features
- Updates and work in progress
- Research in Motion (BlackBerry Tablet OS)
- Background and basic features
- Updates and work in progress
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Brand Research
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- Brand map
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- Figure 25: Attitudes towards and usage of desktop, laptop and tablet computer brands, June 2011
- Brand attitudes
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- Figure 26: Attitudes by desktop, laptop and tablet computer brand, June 2011
- Brand personality
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- Figure 27: Desktop, laptop and tablet computer brand personality – macro image, June 2011
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- Figure 28: Desktop, laptop and tablet computer brand personality – micro image, June 2011
- Correspondence analysis
- Brand experience
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- Figure 29: Desktop, laptop and tablet computer brand usage, June 2011
- Figure 30: Satisfaction with various desktop, laptop and tablet computer brands, June 2011
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- Figure 31: Consideration of desktop, laptop and tablet computer brands, June 2011
- Figure 32: Consumer perceptions of current desktop, laptop and tablet computer brand performance, June 2011
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- Figure 33: Desktop, laptop and tablet computer brand recommendation – Net Promoter Score, June 2011
- Brand index
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- Figure 34: Desktop, laptop and tablet computer brand index, June 2011
- Figure 35: Desktop, laptop and tablet computer brand index vs. recommendation, June 2011
- Target group analysis
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- Figure 36: Target groups, June 2011
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- Figure 37: Desktop, laptop and tablet computer brand usage, by target groups, June 2011
- Group One – The Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – The Individualists
Channels to Market
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- Key points
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- Figure 38: Retailer used for the most recent computer purchased for household use, May 2011
- Electronics retailer is top choice, but for how long?
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- Figure 39: Top ten online electronics retailer websites, by three month average unique internet visitors, June 2011
- Direct from manufacturers
- Mixed goods retailers
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- Figure 40: Top ten websites of mixed goods retailers who also sell computers, by three month average unique internet visitors, June 2011
- Grocery retailers
- Mobile phone stores
Ownership Patterns
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- Key points
- Computers in the house
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- Figure 41: Ownership of any computers in the home, by household size, May 2011
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- Figure 42: Ownership of computers in the home, by form factor, May 2011
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- Figure 43: Average numbers of computers in the home, by household size May 2011
- Personal usage
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- Figure 44: computers in the home personally used by respondents, by demographics, May 2011
- Laptops and netbooks
- Desktop computers
- Tablet computers
- To share or not to share
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- Figure 45: computers in the home personally used by respondents, by usage from other members of household, May 2011
Place of Purchase
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- Key points
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- Figure 46: Place and method of purchase for most recent computer bought for household use, May 2010
- Electronics retailer still the top choice
- More women than men buying in-store from electronics retailers
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- Figure 47: Importance of “discussion with knowledgeable staff” as a source of advice influencing computer purchase, May 2010
- The young and the middle-aged
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- Figure 48: Consumers who purchased most recent computer bought for household use from electronics retailer in-store, by age, May 2010
- Will consumers continue to defect from electronics retailers?
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- Figure 49: Consumers who purchased most recent computer bought for household use from electronics retailer in-store, by socio-economic group and daily personal internet usage, May 2010
- Buying direct from manufacturer’s website
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- Figure 50: Consumers who purchased most recent computer bought for household use from manufacturer directly, by age, May 2010
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- Figure 51: Prices of entry level Macbook Pro vs. competitors with similar technical specifications, August 2011
- Retailer vs. e-tailer
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- Figure 52: Place of purchase (in-store vs. online) for most recent computer bought for household use, by gender and age, May 2010
Buying a New Computer
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- Key points
- The most sought after form factor
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- Figure 53: Computer purchase intention in the next 12 months, May 2011
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- Figure 54: Tablet computer purchase intention in the next 12 months, by agreement with the statement “I am not convinced that a tablet computer is worth buying for personal use,” May 2011
- Who wants a new computer?
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- Figure 55: Computer purchase intention in the next 12 months, by computer form factor, May 2011
- Figure 56: Computer purchase intention in the next 12 months, by gender, age, and daily personal internet usage, May 2011
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- Figure 57: Computer purchase intention in the next 12 months, by socio-economic group and gross annual household income, May 2011
- Figure 58: Computer purchase intention in the next 12 months, by presence of own children and household size, May 2011
- Laptop computers
- Desktop computers
- Tablet computers
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- Figure 59: Tablet computer purchase intention in the next 12 months, by computers personally used by respondents, May 2011
- Who do consumers trust for advice?
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- Figure 60: Source of advice influencing computer purchase, May 2011
What Features Do Consumers Want?
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- Key points
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- Figure 61: Features influencing computer purchases, May 2011
- Speed and performance come up top
- Screen size and age
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- Figure 62: Consumers who rate screen size as an important feature influencing computer purchases, by age, May 2011
- Operating system and age
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- Figure 63: Consumers who rate operating system as an important feature influencing computer purchases, by age, May 2011
- Warranty and after-sale support
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- Figure 64: Consumers who rate customer warranty and support from manufacturer as an important feature influencing computer purchases, by age, May 2011
- The mobile generation
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- Figure 65: Consumers who rate 3G capability and weight as important features influencing computer purchases, by age, May 2011
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- Figure 66: Consumers who rate brand, design/appearance, and same brand as other electronic devices already owned as important features influencing computer purchases, by age, May 2011
- Bundled software
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- Figure 67: Consumers who rate bundled software as an important feature influencing computer purchases, by age, May 2011
General Attitudes towards Computers
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- Key points
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- Figure 68: Attitudes towards computer purchases, May 2011
- Extended warranties are a waste of money
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- Figure 69: Consumers agreeing to the statement “Buying an extended warranty is a waste of money,” May 2011
- Try before you buy
- Tablet computers
- Helping 16-24s get online with a new computer
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- Figure 70: Consumers agreeing to the statement “Buying a computer from a mobile phone store bundled with a mobile internet contract is good value for money,” May 2011
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- Figure 71: Consumers agreeing to the statement “I would be interested in leasing a computer rather than paying for it in full up front,” May 2011
- Students are interested in leasing
- Do consumers care about computer ecosystems?
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- Figure 72: Features influencing computer purchases, by consumers who agree/disagree to the statement “I prefer Apple computers over other brands,” May 2011
Appendix – Internal Market Environment
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- Figure 73: Trend in number of computers in the household, 2006-10
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Appendix – Competitive Context
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- Figure 74: Activities for which the most recently bought computer is used, 2009-10
- Figure 75: Services/Activities used through mobile internet in the last 12 months, 2010
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Appendix – Market Size and Forecast
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- Figure 76: Value forecast of desktops, 2006-16
- Figure 77: Volume forecast of desktops. 2006-16
- Figure 78: Value forecast of laptops, 2006-16
- Figure 79: Volume forecast of laptops, 2006-16
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Appendix – Brand Research
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- Figure 80: Brand usage, July 2011
- Figure 81: Brand commitment, July 2011
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- Figure 82: Brand momentum, July 2011
- Figure 83: Brand diversity, July 2011
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- Figure 84: Brand satisfaction, July 2011
- Figure 85: Brand recommendation, July 2011
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- Figure 86: Brand attitude, July 2011
- Figure 87: Brand image – macro image, July 2011
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- Figure 88: Brand image – micro image, July 2011
- Figure 89: Profile of target group, by demographics, July 2011
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- Figure 90: Psychographic segmentation, by target groups, July 2011
- Figure 91: Brand usage, by target group, July 2011
- Brand index
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- Figure 92: Brand index, July 2011
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Appendix – Ownership Patterns
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- Figure 93: Ownership of laptops, desktops and tablet computers in household, May 2011
- Figure 94: Ownership of laptops, desktops and tablet computers in household, by demographics, May 2011
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- Figure 95: Ownership of laptops, desktops and tablet computers in household by ownership of laptops, desktops and tablet computers in household, May 2011
- Figure 96: Ownership of laptops, by household size, May 2011
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- Figure 97: Ownership of desktops, by household size, May 2011
- Figure 98: Ownership of tablets, by household size, May 2011
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- Figure 99: Ownership of any computers (eg laptops, desktops, tablets), by household size, May 2011
- Figure 100: Usage of laptops, by household members, May 2011
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- Figure 101: Usage of desktops, by household members, May 2011
- Figure 102: Usage of tablets, by household members, May 2011
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- Figure 103: usage of laptops, desktops and tablet computers personally by respondent, May 2011
- Figure 104: Usage of laptops, by household members by usage of laptops, by household members, May 2011
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- Figure 105: Usage of desktops, by household members by usage of desktops, by household members, May 2011
- Figure 106: Usage of tablets, by household members, by usage of tablets, by household members May 2011
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Appendix – Place of Purchase
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- Figure 107: Place and method of purchase for most recent computer bought for household use, May 2010
- Figure 108: Most popular place and method of purchase for most recent computer bought for household use, by demographics, May 2010
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- Figure 109: Next most popular place and method of purchase for most recent computer bought for household use, by demographics, May 2010
- Figure 110: Other place and method of purchase for most recent computer bought for household use, by demographics, May 2010
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- Figure 111: Place of purchase for most recent computer bought for household use, May 2011
- Figure 112: Most popular place of purchase for most recent computer bought for household use, May 2011
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- Figure 113: Next most popular place of purchase for most recent computer bought for household use, May 2011
- Figure 114: Method of purchase for most recent computer bought for household use, May 2011
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- Figure 115: Method of purchase for most recent computer bought for household use by demographics, May 2011
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Appendix – Buying a New Computer
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- Figure 116: Computer purchase intention in the next 12 months, May 2011
- Figure 117: Any computer purchase intention in the next 12 months, by demographics, May 2011
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- Figure 118: Laptop or netbook purchase intention in the next 12 months, by demographics, May 2011
- Figure 119: Desktop purchase intention in the next 12 months, by demographics, May 2011
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- Figure 120: Tablet purchase intention in the next 12 months, by demographics, May 2011
- Figure 121: Computer purchase intention in the next 12 months, by computers personally used by respondent, May 2011
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- Figure 122: Computer purchase intention in the next 12 months, by ownership of laptops, desktops and tablet computers in household, May 2011
- Figure 123: Computer purchase intention in the next 12 months. by computer purchase intention in the next 12 months, May 2011
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- Figure 124: Source of advice influencing computer purchase, May 2011
- Figure 125: Importance of ‘discussion with knowledgeable staff’ as a source of advice on computer purchases, by demographics, May 2011
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- Figure 126: Importance of ‘Consumer generated reviews on the internet’ as a source of advice on computer purchases, by demographics, May 2011
- Figure 127: Importance of ‘Professional reviews online or in print’ as a source of advice on computer purchases, by demographics, May 2011
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- Figure 128: importance of ‘Advice of family and friends’ as a source of advice on computer purchases, by demographics, May 2011
- Figure 129: Mean rank of source of advice influencing computer purchase, May 2011
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- Figure 130: Mean rank of source of advice influencing computer purchase, by demographics, May 2011
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Appendix – What Features Do Consumers Want?
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- Figure 131: Features influencing computer purchases, May 2011
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- Figure 132: 3G capability for mobile internet as an important feature affecting computer purchases, by demographics, May 2011
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- Figure 133: Brand as an important feature affecting computer purchases, by demographics, May 2011
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- Figure 134: Bundled software as an important feature affecting computer purchases, by demographics, May 2011
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- Figure 135: Customer warranty & support from manufacturer as an important feature affecting computer purchases, by demographics, May 2011
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- Figure 136: Design/appearance as an important feature affecting computer purchases, by demographics, May 2011
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- Figure 137: Operating system as an important feature affecting computer purchases, by demographics, May 2011
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- Figure 138: Price as an important feature affecting computer purchases, by demographics, May 2011
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- Figure 139: Same brand as other electronic devices I already own as an important feature affecting computer purchases, by demographics, May 2011
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- Figure 140: Screen size as an important feature affecting computer purchases, by demographics, May 2011
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- Figure 141: Speed/performance as an important feature affecting computer purchases, by demographics, May 2011
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- Figure 142: Weight as an important feature affecting computer purchases, by demographics, May 2011
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- Figure 143: Important features influencing computer purchases, by computer purchase intention in the next 12 months, May 2011
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- Figure 144: Unimportant Features influencing computer purchases, by computer purchase intention in the next 12 months, May 2011
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Appendix – General Attitudes towards Computers
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- Figure 145: Attitudes towards computer purchases, May 2011
- Figure 146: Agreement with the statement ‘I want to touch and try a computer in store before I buy it,’ by demographics, May 2011
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- Figure 147: Agreement with the statement ‘Buying an extended warranty is a waste of money,’ by demographics, May 2011
- Figure 148: Agreement with the statement ‘Buying a computer from a mobile phone store bundled with a mobile internet contract is good value for money,’ by demographics, May 2011
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- Figure 149: Agreement with the statement ‘I would be interested in leasing a computer rather than paying for it in full up front,’ by demographics, May 2011
- Figure 150: Agreement with the statement ‘I am confused by the amount of choices available when buying a computer,’ by demographics, May 2011
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- Figure 151: Agreement with the statement ‘I would rather buy a computer advertised on special promotion rather than the newest model,’ by demographics, May 2011
- Figure 152: Agreement with the statement ‘I tend to stay with the same brands that I have bought before,’ by demographics, May 2011
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- Figure 153: Agreement with the statement ‘I am not convinced that a tablet computer is worth buying for personal use,’ by demographics, May 2011
- Figure 154: Agreement with the statement ‘I prefer Apple computers over other brands,’ by demographics, May 2011
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- Figure 155: Place of purchase for most recent computer bought for household use, by most popular attitudes towards computer purchases, May 2011
- Figure 156: Place of purchase for most recent computer bought for household use, by next most popular attitudes towards computer purchases, May 2011
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- Figure 157: Method of purchase for most recent computer bought for household use, by most popular attitudes towards computer purchases, May 2011
- Figure 158: Method of purchase for most recent computer bought for household use, by next most popular attitudes towards computer purchases, May 2011
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