Table of Contents
Introduction
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- Definitions
- Abbreviations
Executive Summary
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- The market
- Tablets to overtake combined desktop and laptop sales in 2012
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- Figure 1: UK desktop, laptop and tablet computer market size, by volume sales, by device, 2007-12
- Market factors
- Hybrid devices fuelled by Windows 8 release
- Ultra-portables to lead the laptop revival
- 3G tablets struggle to find a market
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- Figure 2: UK vs. European mobile broadband penetration, 2009-11
- Companies, brands and innovation
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- Figure 3: Attitudes towards and usage of brands in the desktop, laptop and tablet computer sector, June 2012
- The consumer
- Current ownership
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- Figure 4: Technology products in the household, June 2012
- Buying intent
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- Figure 5: Purchase plans for the next 12 months, by device, June 2012
- What we think
Issues in the Market
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- How can retailers persuade consumers to opt for 3G-enabled tablets?
- How can tablet manufacturers compete against Apple?
- How will the release of Windows 8 affect the market?
- To what extent have tablets impacted the desktop and laptop markets?
Trend Application
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- Trend: Boomerang Generation
- Trend: Home of the Senses
- 2015 trend: Brand Intervention
Internal Market Environment
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- Key points
- 4G mobile internet delayed
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- Figure 6: UK vs. European mobile broadband penetration, 2009-11
- Upsurge in Wi-Fi hotpots
- Broadband speed and penetration increases
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- Figure 7: Number of residential and small business broadband connections, Q1 2007-Q4 2011
- Figure 8: Home broadband connection speeds, 2008-11
- Next-generation Wi-Fi to improve speed, range and battery life
- Windows 8 release to boost hybrid devices
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- Figure 9: Top four operating systems in the UK, by usage, Jan 2009-Apr 2012
- Manufacturers look to hybrid designs to compete
- Ivy Bridge brings high-performance to mobile computing
- Ultrabook design to rejuvenate ailing laptop sector
- On-demand TV popularity increases 68% year on year
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- Figure 10: Popularity of online on-demand TV services* accessed using a computer, May 2009 -April 2012
- Motion control launches in consumer PC market
- Tablet manufacturers look to niche devices to compete
- Google launches aggressively priced Nexus 7 tablet
Broader Market Environment
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- Key points
- UK falls into double dip recession
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- Figure 11: GDP quarterly percentage change, Q1 2004-Q1 2012
- Inflation starting to fall, cost of computers decreasing
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- Figure 12: CPI for all items against CPI for information processing equipment, May 2005-Mar 2012
- Consumer confidence to remain low
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- Figure 13: GfK NOP consumer confidence index, Jan 2000-Mar 2012
- 2011 Thailand floods continue to impact market
- Weak Sterling lends to inflated consumer electronics prices
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- Figure 14: Pound Sterling against the Chinese Yuan, Japanese Yen, New Taiwan Dollar, South Korean Won and Thai Baht, Jan 2006-April 2012
- Unemployment rises among key demographics
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- Figure 15: Seasonally adjusted unemployment rate, by age, Q1 2002-Q1 2012
- Population of 25-34s set to increase
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- Figure 16: Trends in the age structure of the UK population, 2011-15
- Population trends by socio-economic group
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- Figure 17: Forecast adult population trends, by socio-economic group, 2011-15
Competitive Context
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- Key points
- Devices used to stream BBC iPlayer becoming increasingly diversified
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- Figure 18: Requests for BBC iPlayer TV and radio programmes, by device, April 2010 -April 2012
- Video games consoles
- Internet-connected Smart televisions
- Cloud gaming through Smart TV sets
- Smartphones
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- Figure 19: Online activities performed in the last three months, by device, April 2012
Who’s Innovating?
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- Key points
- Willow Glass allows for curved and wraparound glass displays
- Flexible OLED and EPD displays enter mass production
- Dynamic, physical buttons on a touchscreen
- Acer Iconia W700 brings Thunderbolt to the tablet form factor
- External processing through the Thunderbolt interface
Market Size and Forecast
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- Key points
- Market size and trends
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- Figure 20: UK combined desktop, laptop and tablet computer market size, by volume and value, 2007-12
- Figure 21: UK combined desktop, laptop and tablet computer market size, by volume and value, 2007-12
- Volume trends by segment
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- Figure 22: UK desktop, laptop and tablet computer market size, by volume sales, by device, 2007-12
- Figure 23: UK desktop, laptop and tablet computer market size, by volume sales, by device, 2007-12
- Value trends by segment
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- Figure 24: UK desktop, laptop and tablet computer market size, by value, by device, 2007-12
- Figure 25: UK desktop, laptop and tablet computer market size, by value, by device, 2007-12
- Total market grows despite weak laptop and desktop sales
- Laptop market returns to growth in 2012
- Tablet market growth loses steam
- Decline of desktop market to continue
- Market forecasts
- Desktop computers
- Value
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- Figure 26: UK desktop market size, by value, 2007-17
- Figure 27: UK desktop market size, by value, 2007-17
- Volume
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- Figure 28: UK desktop market size, by volume, 2007-17
- Figure 29: UK desktop market size, by volume, 2007-17
- Laptop computers
- Value
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- Figure 30: UK laptop market size, by value, 2007-17
- Figure 31: UK laptop market size, by value, 2007-17
- Volume
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- Figure 32: UK laptop market size, by volume, 2007-17
- Figure 33: UK laptop market size, by volume, 2007-17
Market Share
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- Key points
- Acer retains top position in laptop market despite ceding market share
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- Figure 34: Estimated shares of the UK laptop market, by volume, 2010-11
- Desktop market competition increases, Dell keeps top position
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- Figure 35: Estimated shares of the UK desktop market, by volume, 2010-11
- Apple dominates tablet market with 71% market share
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- Figure 36: Estimated shares of the UK tablet market, by volume, 2011
Companies and Products
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- Apple Inc
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- Figure 37: Financial performance of Apple Retail UK Limited, 2010-11
- Figure 38: Financial performance of Apple Inc, 2010-11
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- Figure 39: Apple Inc revenue segmentation, Q4 2009-Q1 2012
- Figure 40: Quarterly financial performance of Apple Inc, Q1 2010-Q1 2012
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- Figure 41: Apple advertising expenditure, UK, 2008-11
- Acer Inc
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- Figure 42: Financial performance of Acer UK Limited, 2010-11
- Figure 43: Financial performance of Acer Incorporated, 2010-11
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- Figure 44: Acer advertising expenditure, UK, 2008-11
- ASUSTek Computer Inc
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- Figure 45: Financial performance of ASUSTeK Computer Inc, 2010-11
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- Figure 46: Financial performance of ASUSTeK (UK) Limited, 2010-11
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- Figure 47: ASUS advertising expenditure, UK, 2008-11
- Dell Inc
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- Figure 48: Financial performance of Dell Corporation Limited, 2010-11
- Figure 49: Financial performance of Dell Inc, 2011-12
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- Figure 50: Dell advertising expenditure, UK, 2008-11
- Hewlett-Packard
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- Figure 51: Financial performance of Hewlett-Packard, 2010-11
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- Figure 52: Hewlett-Packard advertising expenditure, UK, 2008-11
- Samsung Electronics Co Ltd
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- Figure 53: Financial performance of Samsung Electronics Co Ltd, 2010-11
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- Figure 54: Samsung advertising expenditure, UK, 2008-11
- Toshiba Corporation
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- Figure 55: Financial performance of Toshiba, 2010-11
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- Figure 56: Toshiba advertising expenditure, UK, 2008-11
Brand Research
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- Brand map
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- Figure 57: Attitudes towards and usage of brands in the desktop, laptop and tablet computer sector, June 2012
- Correspondence analysis
- Brand attitudes
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- Figure 58: Attitudes by desktop, laptop and tablet computer brand, June 2012
- Brand personality
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- Figure 59: Desktop, laptop and tablet computer brand personality – macro image, June 2012
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- Figure 60: Desktop, laptop and tablet computer brand personality – micro image, June 2012
- Brand experience
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- Figure 61: Desktop, laptop and tablet computer brand usage, June 2012
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- Figure 62: Satisfaction with various desktop, laptop and tablet computer brands, June 2012
- Figure 63: Consideration of desktop, laptop and tablet computer brands, June 2012
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- Figure 64: Consumer perceptions of current desktop, laptop and tablet computer brand performance, June 2012
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- Figure 65: desktop, laptop and tablet computer brand recommendation – Net Promoter Score, June 2012
- Brand index
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- Figure 66: Desktop, laptop and tablet computer brand index, June 2012
- Figure 67: Desktop, laptop and tablet computer brand index vs. recommendation, June 2012
- Target group analysis
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- Figure 68: Target groups, June 2012
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- Figure 69: Desktop, laptop and tablet computer brand usage, by target groups, June 2012
- Group One – Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – Individualists
Ownership of Computers and Competing Products
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- Key points
- 79% of UK households contain a laptop computer
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- Figure 70: Technology products in the household, June 2012
- Tablet owners more likely to own a range of technology devices
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- Figure 71: Technology products in the household, by technology products in the household, June 2012
- Laptop and tablet ownership levels decrease with age
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- Figure 72: Technology products in the household, by age, June 2012
- Tablet ownership levels highest among ABs
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- Figure 73: Technology products in the household, by socio-economic group, June 2012
- Figure 74: Technology products in the household, by gross annual household income, June 2012
- Ownership levels increase with household size
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- Figure 75: Technology products in the household, by household size, June 2012
Usage of Desktop, Laptop and Tablet Computers
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- Key points
- Web browsing is the top activity across all three form factors
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- Figure 76: Activities normally performed on a desktop, laptop or tablet, June 2012
- Males favour desktops, females laptops
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- Figure 77: Activities normally performed on a desktop or laptop, by gender, June 2012
- Range of activities performed decreases with age
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- Figure 78: Activities normally performed on a desktop, laptop or tablet, by age, June 2012
- Range of activities performed lowest among E demographic
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- Figure 79: Activities normally performed on a desktop, laptop or tablet, by socio-economic group, June 2012
- Just 50% of tablet owners use a tablet to browse the web
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- Figure 80: Activities normally performed on a tablet, by those with a tablet computer in their household, June 2012
- Online financial management resists tablet encroachment
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- Figure 81: Top ten online activities performed on a desktop or laptop computer or tablet in the last three months, April 2012
- Cloud storage usage low at less than one in ten
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- Figure 82: Computer usage trends, June 2012
- Tablet and Smart TV owners prove more technically astute
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- Figure 83: Computer usage trends, by device owned, June 2012
Consumer Purchasing Plans
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- Key points
- Tablets favoured as a secondary device
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- Figure 84: Purchase plans for the next 12 months, by device, June 2012
- Tablets and ultra-portable laptops popular with 16-34-year-olds
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- Figure 85: Purchase plans for the next 12 months, by device, by age, June 2012
- Desktops and laptops preferred by men, women opt for netbooks
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- Figure 86: Purchase plans for the next 12 months, by device, by gender, June 2012
- Ultra-portable laptops favoured among ABC1s
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- Figure 87: Purchase plans for the next 12 months, by device, by socio-economic group, June 2012
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- Figure 88: Purchase plans for the next 12 months, by device, by household income, June 2012
- Ultra-portable laptops popular with tablet and Smart TV owners
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- Figure 89: Purchase plans for the next 12 months, by device, by devices in the household, June 2012
Purchasing Priorities and Attitudes Towards Computers
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- Key points
- Picture quality the most important feature when choosing a device
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- Figure 90: Features influencing computer purchases, June 2012
- 16-34s stand out as target market for ultra-portables
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- Figure 91: Features influencing computer purchases, by age, June 2012
- Nearly half want basic browsing devices, yet netbooks still failing
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- Figure 92: Attitudes towards computer usage and purchasing, June 2012
- Netbooks undesirable to even budget-conscious consumers
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- Figure 93: Main device purchase plans for the next 12 months, by device, by attitude, June 2012
- 45% of 25-34s want a powerful tablet as their primary device
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- Figure 94: Attitudes to computer usage and purchasing, by age, June 2012
Appendix – Brand Research
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- Figure 95: Brand usage, June 2012
- Figure 96: Brand commitment, June 2012
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- Figure 97: Brand momentum, June 2012
- Figure 98: Brand diversity, June 2012
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- Figure 99: Brand satisfaction, June 2012
- Figure 100: Brand recommendation, June 2012
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- Figure 101: Brand attitude, June 2012
- Figure 102: Brand image – macro image, June 2012
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- Figure 103: Brand image – micro image, June 2012
- Figure 104: Profile of target groups, by demographics, June 2012
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- Figure 105: Psychographic segmentation, by target groups, June 2012
- Figure 106: Brand usage, by target group, June 2012
- Brand index
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- Figure 107: Brand index, June 2012
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Appendix – Ownership of Computers and Competing Products
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- Figure 108: Technology products in the household, by demographics, June 2012
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Appendix – Usage of Desktop, Laptop and Tablet Computers
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- Figure 109: Most popular activities normally done on a desktop, laptop or tablet computer, by demographics, June 2012
- Figure 110: Next most popular activities normally done on a desktop, laptop or tablet computer, by demographics, June 2012
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- Figure 111: Most popular activities normally done on a desktop computer, by demographics, June 2012
- Figure 112: Next most popular activities normally done on a desktop computer, by demographics, June 2012
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- Figure 113: Most popular activities normally done on a laptop computer, by demographics, June 2012
- Figure 114: Next most popular activities normally done on a laptop computer, by demographics, June 2012
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- Figure 115: Activities normally done on a tablet computer, by demographics, June 2012
- Figure 116: Activities normally done on a desktop computer, by most popular activities normally done on a laptop computer, June 2012
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- Figure 117: Activities normally done on a desktop computer, by next most popular activities normally done on a laptop computer, June 2012
- Figure 118: Activities normally done on a desktop computer, by other activities normally done on a laptop computer, June 2012
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- Figure 119: Activities normally done on a desktop computer, by activities normally done on a tablet computer, June 2012
- Figure 120: Activities normally done on a laptop computer, by activities normally done on a tablet computer, June 2012
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Appendix – Consumer Purchasing Plans
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- Figure 121: Type of computer consumers would purchase as their main device, by demographics, June 2012
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- Figure 122: Type of computer consumers would purchase as their main device, by most popular activities normally done on a desktop computer, June 2012
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- Figure 123: Type of computer consumers would purchase as their main device, by next most popular activities normally done on a desktop computer, June 2012
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- Figure 124: Type of computer consumers would purchase as their main device, by other activities normally done on a desktop computer, June 2012
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- Figure 125: Type of computer consumers would purchase as their main device, by most popular activities normally done on a laptop computer, June 2012
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- Figure 126: Type of computer consumers would purchase as their main device, by next most popular activities normally done on a laptop computer, June 2012
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- Figure 127: Type of computer consumers would purchase as their main device, by other activities normally done on a laptop computer, June 2012
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- Figure 128: Type of computer consumers would purchase as their main device, by activities normally done on a tablet computer, June 2012
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- Figure 129: Type of computer consumers would purchase as a secondary device, by demographics, June 2012
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- Figure 130: Type of computer consumers would purchase as a secondary device, by type of computer consumers would purchase as their main device, June 2012
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Appendix – Purchasing Priorities and Attitudes Towards Computers
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- Figure 131: Most popular factors considered important when purchasing a computer, by demographics, June 2012
- Figure 132: Next most popular factors considered important when purchasing a computer, by demographics, June 2012
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- Figure 133: Factors considered important when purchasing a computer, by most popular activities normally done on a desktop computer, June 2012
- Figure 134: Factors considered important when purchasing a computer, by next most popular activities normally done on a desktop computer, June 2012
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- Figure 135: Factors considered important when purchasing a computer, by other activities normally done on a desktop computer, June 2012
- Figure 136: Factors considered important when purchasing a computer, by most popular activities normally done on a laptop computer, June 2012
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- Figure 137: Factors considered important when purchasing a computer, by next most popular activities normally done on a laptop computer, June 2012
- Figure 138: Factors considered important when purchasing a computer, by other activities normally done on a laptop computer, June 2012
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- Figure 139: Factors considered important when purchasing a computer, by activities normally done on a tablet computer, June 2012
- Figure 140: Type of computer consumers would purchase as their main device, by most popular factors considered important when purchasing a computer, June 2012
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- Figure 141: Type of computer consumers would purchase as their main device, by next most popular factors considered important when purchasing a computer, June 2012
- Figure 142: Type of computer consumers would purchase, by most popular factors considered important when purchasing a computer, June 2012
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- Figure 143: Type of computer consumers would purchase, by next most popular factors considered important when purchasing a computer, June 2012
- Figure 144: Attitudes towards computer usage, by demographics, June 2012
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- Figure 145: Type of computer consumers would purchase as their main device, by most popular attitudes towards computer usage, June 2012
- Figure 146: Type of computer consumers would purchase as their main device, by next most popular attitudes towards computer usage, June 2012
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- Figure 147: Type of computer consumers would purchase, by most popular attitudes towards computer usage, June 2012
- Figure 148: Type of computer consumers would purchase, by next most popular attitudes towards computer usage, June 2012
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- Figure 149: Attitudes towards computer usage, by most popular attitudes towards computer usage, June 2012
- Figure 150: Attitudes towards computer usage, by next most popular attitudes towards computer usage, June 2012
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