Table of Contents
Overview
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- What you need to know
- Products covered in this Report
Executive Summary
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- Market as a whole continues to decline in 2016
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- Figure 1: Market value of the UK desktop, laptop and tablet computer market, 2012-16
- Decline driven by low-end offerings in the tablet and laptop segments
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- Figure 2: Average price of tablet computers in the UK, 2012-16
- Figure 3: Average price of laptops in the UK, 2012-16
- Release of Windows 10 stimulates market less than hoped
- Form factor convergence discourages ownership of multiple devices
- Virtual and augmented reality come to consumers in 2016
- Speed is king, but connectivity with other devices is becoming more important
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- Figure 4: Important features when considering replacing main device, June 2016
- What we think
Issues and Insights
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- Device longevity stretches further and further
- The facts
- The implications
- The struggle to make tablets a main device
- The facts
- The implications
The Market – What You Need to Know
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- Market as a whole continues to decline in 2016
- The market relies on upgrades
- Upgrade cycles are getting longer
- Lower laptop prices drive segment value down
- Manufacturers raise prices
- New form factors may help the laptop segment, but not the whole market
- Tablet manufacturers struggle to develop new use cases for tablets
Market Size and Forecast
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- The market relies on upgrades
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- Figure 5: Market value of the UK desktop, laptop and tablet computer market, 2012-16
- Decline in the tablet segment driven by low-end offering
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- Figure 6: Market volume of the UK desktop, laptop and tablet computer market, 2012-16
- Figure 7: Average price of tablet computers in the UK, 2012-16
- Release of Windows 10 stimulates market less than hoped
- The growing popularity of low-cost manufacturers drives laptop prices down
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- Figure 8: Average price of laptops in the UK, 2012-16
Market Forecast
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- PC market to flatten out after slump
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- Figure 9: Forecast for the value of the desktop and laptop computer segment, 2011-21
- Figure 10: Forecast for the volume of the desktop and laptop computer segment, 2011-21
- Desktops continue to decline
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- Figure 11: Forecast for the value of the desktop computer segment, 2011-21
- Figure 12: Forecast for the volume of the desktop computer segment, 2011-21
- Recovery to be driven by laptop segment as desktops become niche
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- Figure 13: Forecast for the value of the laptop computer segment, 2011-21
- Figure 14: Forecast for the volume of the laptop computer segment, 2011-21
- Forecast methodology
Channels to Market
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- The first step towards purchasing technology is mostly taken online…
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- Figure 15: Activity consumers would do first when shopping around for technology products, by online and offline, April 2016
- …and the last step too
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- Figure 16: Estimated percentage of all consumer spending on electrical goods coming through online channels, 2011-15
- Consumers turn to experts
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- Figure 17: Estimated distribution of spending on electrical goods, 2014 and 2015
Market Drivers
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- Hardware improvements not stimulating demand among basic users
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- Figure 18: Desktop and laptop PC target groups, June 2015
- High-end users may already have the hardware they need
- Form factor convergence likely to discourage personal ownership of multiple devices
- New tablet launches are now mostly iterative, not innovative
- Convergence of Google platforms
- Decline in the value of the Pound leads to higher device prices
Key Players – What You Need to Know
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- Virtual and Augmented Reality come to consumers in 2016
- Biometric capability is set to become a standard feature
- Lenovo leads the way on bendable prototypes
- Outsource your hardware needs to NVidia
- Microsoft tops adspend as it pushes its Surface devices
- Apple remains king in the tablet segment
- The seven biggest PC manufacturers control 90% of the market
- Multi-sector brands score higher on trust and differentiation
Launch Activity and Innovation
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- Biometric-capable devices
- AR, VR and gesture control
- Bendable and foldable screens
- The era of hardware dependence is coming to an end
- Device Iaunches in 2016
Advertising and Marketing Activity
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- Microsoft uses traditional advertising channels to push 2015 launches
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- Figure 19: Total above-the line, online display and direct mail advertising expenditure on desktop, laptop and tablet computers, by advertisers, 1/1/2015-1/1/2016
- Advertising for tablets dominated by manufacturers, retailers sell PCs
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- Figure 20: Total above-the line, online display and direct mail advertising expenditure on tablet computers, by advertisers, 1/1/2015-1/1/2016
- Figure 21: Total above-the line, online display and direct mail advertising expenditure on desktop and tablet computers, by advertisers, 1/1/2015-1/1/2016
- Television ads account for two thirds of above-the-line adspend
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- Figure 22: Total above-the line, online display and direct mail advertising expenditure on desktop, laptop and tablet computers, by media type, 1/1/2015-1/1/2016
- Nielsen Ad Intel coverage
Market Share
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- Apple remains market leader in the tablet segment
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- Figure 23: Brand of tablet owned, June 2016
- Major manufacturers increase their grip on the PC segment
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- Figure 24: Estimated shares of the UK desktop and laptop market, by volume, 2014 and 2015
Brand Research
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- Mintel Brand map
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- Figure 25: Attitudes towards and usage of selected technology brands, June 2016
- Key brand metrics
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- Figure 26: Key metrics for selected technology brands, June 2016
- Brand attitudes: Value and accessibility go hand in hand for PC brands
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- Figure 27: Attitudes, by brand, June 2016
- Brand personality: PC manufacturers make accessible devices, but can’t beat Samsung and Google on liveliness
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- Figure 28: Brand personality – Macro image, June 2016
- For Apple prestige comes with expense while Google sits between affordability, accessibility and innovation
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- Figure 29: Brand personality – Micro image, June 2016
- Brand analysis
- Samsung smartphone success builds an all-round brand image and wide appeal, but does not capture younger consumers
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- Figure 30: User profile of Samsung, June 2016
- Google’s presence in other areas builds brand trust across demographics
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- Figure 31: User profile of Google, June 2016
- Apple no longer seen as the most innovative brand, but stylish devices still attract younger consumers
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- Figure 32: User profile of Apple, June 2016
- Hewlett-Packard manages to stand out from its competitors in the Windows PC market
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- Figure 33: User profile of Hewlett-Packard, June 2016
- Lenovo seen as a value brand, but fails to perform among demographics looking for value
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- Figure 34: User profile of Lenovo, June 2016
- Asus does not have a distinctive identity in the eyes of consumers
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- Figure 35: User profile of Asus, June 2016
- Acer value image fails to attract lower income groups
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- Figure 36: User profile of Acer, June 2016
- Toshiba is a household name, but does not distinguish itself from other manufacturers in consumers’ eyes
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- Figure 37: User profile of Toshiba, June 2016
- Dell’s hunt for premium users undermined by HP’s success
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- Figure 38: User profile of Dell, June 2016
The Consumer – What You Need to Know
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- Desktops continue to decline while laptops and tablets grow
- Apple successful in replacing laptops with tablets
- Parents adopt All-in-Ones
- Ultrabooks become the device of choice among premium customers
- Laptops are the most popular choice for upgrades, but new form factors are catching up with traditional ones
Ownership and Usage – All Form Factors
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- Laptops still first choice for consumers
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- Figure 39: Ownership of technology products. 2014-16
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- Figure 40: Percentage of device owners using device as their main device, June 2016
Tablet Ownership
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- Apple successful in getting owners to use iPad as main device
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- Figure 41: Brand of tablet owned by people who use their tablet over their laptop, June 2016
Desktop Ownership
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- All-in-Ones grow, while the segment as a whole shrinks
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- Figure 42: Type of desktop computer owned, June 2015 and June 2016
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- Figure 43: All-in-One and tower ownership, June 2016
Laptop Ownership
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- Notebooks continue to dominate the laptop segment
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- Figure 44: Type of laptop owned, June 2016
- Ultrabooks gain traction among high income groups
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- Figure 45: Type of laptop owned, by household income, June 2016
Occasions of Use
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- Tablets preferred to laptops while on-the-go, but remain a distant second to smartphones
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- Figure 46: Occasions of use for desktop, laptop and tablet computers, June 2016
- Younger men and Londoners are the core groups using tablets on the go
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- Figure 47: Occasions of use for desktop, laptop and tablet computers, by demographics, June 2016
Factors Considered When Replacing Main Device
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- What consumers look for: primary, secondary and tertiary features
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- Figure 48: Important features when considering replacing main device, June 2016
- The real importance of processing power
- Consumers care about their device’s OS more than the manufacturer brand
- Tablet users are unlikely to switch to a device without a touchscreen
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- Figure 49: Important features when replacing devices – presence of a touchscreen, by main device and device ownership, June 2016
Devices Considered When Replacing Main Device
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- Laptops are the most popular choice for upgrades, but new form factors are catching up with traditional ones
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- Figure 50: Devices considered if replacing main device, June 2016
- Uphill battle for tablet manufacturers looking to convert laptop users
- Laptop owners considering upgrades are split between form factors
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- Figure 51: Devices considered if replacing main device, by laptop ownership, June 2016
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
Appendix – Market Size and Forecast
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- Forecast methodology
- Value
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- Figure 52: Best- and worst-case forecast for the value of the UK PC market, 2016-21
- Figure 53: Best- and worst-case forecast for the value of the UK laptop market, 2016-21
- Figure 54: Best- and worst-case forecast for the value of the UK desktop market, 2016-21
- Volume
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- Figure 55: Best- and worst-case forecast for the volume of the UK PC market, 2016-21
- Figure 56: Best- and worst-case forecast for the volume of the UK laptop market, 2016-21
- Figure 57: Best- and worst-case forecast for the volume of the UK desktop market, 2016-21
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