Table of Contents
Overview
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- What you need to know
- Products covered in this Report
Executive Summary
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- The market
- Home computing market worth over £3 billion
- All-in-ones unlikely to turn around the declining desktop market
- Ultra-portability may slow laptop sales decline
- Lack of innovation restricts the tablet market
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- Figure 1: Forecast for the value of the UK desktop, laptop and tablet market, 2013-23
- Figure 2: Forecast for the volume of the UK desktop, laptop and tablet market, 2013-23
- Tablet market plateau puts emphasis on upgrades
- Always-connected PCs trying to make laptops portable again
- Companies and brands
- Apple leads volume share with continued tablet dominance
- HP the leading laptop supplier
- Interest building for the Galaxy Tab S4
- macOS update brings privacy and productivity enhancements
- The consumer
- Laptop ownership remains relatively stable
- Smartphone ubiquity a challenge for home computing
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- Figure 3: Household ownership of computing devices, May 2018
- Clamshell laptops maintain dominant presence in the home
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- Figure 4: Laptop form factors owned or have in the household, May 2018
- Desktops continue shift away from tower units
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- Figure 5: Desktop form factors owned or have in the household, May 2017 and May 2018
- Reassuring purchasing consideration from current owners
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- Figure 6: Device purchase consideration, by device ownership, May 2018
- Consumers don’t like change, but might make an exception for two-in-ones
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- Figure 7: Specific form factor considered amongst those considering a laptop purchase, May 2018
- Figure 8: Specific form factor considered amongst those considering a tablet purchase, May 2018
- Interest in tower units remains high despite growth of the all-in-one
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- Figure 9: Specific form factor considered amongst those considering a desktop purchase, May 2018
- Security concerns may influence device upgrades
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- Figure 10: Activities performed on devices in the home, May 2018
- Laptops remain the popular choice for online shopping
- Advanced computing unnecessary for a third of device owners
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- Figure 11: Consumer attitudes towards home computing, May 2018
- A quarter interested in desktop computing through a portable device
- Despite a slow upgrade cycle, most will still replace their laptops when they break
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- Figure 12: Consumer behaviour towards home computing, May 2018
- What we think
Issues and Insights
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- Ultra-portability meets productive computing
- The facts
- The implications
- The mature market needs people to upgrade, but there is little incentive to do so
- The facts
- The implications
The Market – What You Need to Know
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- Home computing market worth over £3 billion
- All-in-ones unlikely to turn around the declining desktop market
- Laptop segment reliant on upgrades
- Lack of innovation restricts the tablet market
- Convertible keyboards bridge the gap between markets
- Always-connected PCs trying to make laptops portable again
- The crypto craze inflating graphics card prices
- Meltdown and Spectre vulnerabilities dent confidence
Market Size and Forecast
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- Home computing market worth over £3 billion
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- Figure 13: Forecast for the value of the UK desktop, laptop and tablet market, 2013-23
- Figure 14: Forecast for the value of the UK desktop, laptop and tablet market, 2013-23
- Figure 15: Forecast for the volume of the UK desktop, laptop and tablet market, 2013-23
- Forecast methodology
Market Segmentation
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- All-in-ones unlikely to turn around the declining desktop market
- Desktops an attractive option for their upgradability
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- Figure 16: Forecast for the value of the UK desktop market, 2013-23
- Figure 17: Forecast for the volume of the UK desktop market, 2013-23
- Laptop segment reliant on upgrades
- Chromebooks and two-in-one technology matures
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- Figure 18: Forecast for the value of the UK laptop market, 2013-23
- Figure 19: Forecast for the volume of the UK laptop market, 2013-23
- Lack of innovation restricts the tablet market
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- Figure 20: Forecast for the value of the UK tablet market, 2013-23
- Figure 21: Forecast for the volume of the UK tablet market, 2013-23
Market Drivers
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- Tablet market plateau puts emphasis on upgrades
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- Figure 22: Household ownership of computers, January 2012-April 2018
- Convertible keyboards bridge the gap between markets
- Cloud-based processing brings AAA games to any computer
- Always-connected PCs trying to make laptops portable again
- The crypto craze inflating graphics card prices
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- Figure 23: GeForce GTX 1080 price history, January 2017-June 2018
- Figure 24: RAM (DDR3-1333) price history, January 2017-June 2018
- Meltdown and Spectre vulnerabilities dent confidence
Companies and Brands – What You Need to Know
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- Apple leads volume share with continued tablet dominance
- HP largest in the laptop and desktop segments
- Intel and Sprint work towards 5G releases
- macOS update brings privacy and productivity enhancements
- Microsoft launches budget Surface Go model
- Microsoft marketing is redefining laptops
Market Share
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- Apple leads volume share with continued tablet dominance
- Microsoft Surface a sizeable part of ‘Others’
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- Figure 25: Estimated share of the desktop, laptop and tablet market, by volume, 2018
Launch Activity and Innovation
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- Intel and Sprint work towards 5G releases
- Interest building for the Galaxy Tab S4
- macOS update brings privacy and productivity enhancements
- Project Precog from Asus
- Microsoft launches budget Surface Go model
Advertising and Marketing Activity
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- Microsoft marketing is redefining laptops
- Retailers promoting high street sales
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- Figure 26: Total above-the-line, online display and direct mail advertising expenditure on desktop, laptop and tablet computers, and their peripherals, May 2017-April 2018
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 27: Attitudes towards and usage of selected brands, May 2018
- Key brand metrics
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- Figure 28: Key metrics for selected brands, May 2018
- Brand attitudes: Samsung trustworthy and associated with high quality
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- Figure 29: Attitudes, by brand, May 2018
- Brand personality: Apple’s exclusivity breeds demand
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- Figure 30: Brand personality – macro image, May 2018
- HP’s reliability and affordability make it accessible to many
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- Figure 31: Brand personality – micro image, May 2018
- Brand analysis
- Samsung seen as an innovative option whilst remaining affordable
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- Figure 32: User profile of Samsung, May 2018
- Apple Mac an exclusive and prestigious choice
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- Figure 33: User profile of Apple Mac, May 2018
- Amazon Fire benefits from the growing Alexa ecosystem
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- Figure 34: User profile of Amazon Fire, May 2018
- The Microsoft Surface seen as a premium purchase
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- Figure 35: User profile of Microsoft Surface, May 2018
- Hewlett-Packard a well-known brand with broad appeal
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- Figure 36: User profile of Hewlett-Packard, May 2018
- Lenovo seen by older users as a cheap and user-friendly brand
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- Figure 37: User profile of Lenovo, May 2018
- Dell a well-known brand but lacking innovation
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- Figure 38: User profile of Dell, May 2018
- Acer a suitable brand for students on a budget
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- Figure 39: User profile of Acer, May 2018
The Consumer – What You Need to Know
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- Laptop ownership remains relatively stable
- Smartphone ubiquity a challenge for home computing
- Chromebook adoption remains relatively low
- Desktops continue shift away from tower units
- Detachable keyboards gaining popularity
- Reassuring purchasing consideration from current owners
- Tablets still an enticing item for non-owners
- Consumers don’t like change, but might make an exception for two-in-ones
- Low-intensity computing creates a market for scaled-back devices
- Laptops remain the popular choice for online shopping
- Advanced computing unnecessary for a third of device owners
- More prefer cloud storage than local
- Laptops currently a device for the home
Desktop, Laptop and Tablet Computer Ownership
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- Laptop ownership remains relatively stable
- Smartphone ubiquity a challenge for home computing
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- Figure 40: Household ownership of computing devices, May 2018
- Clamshell laptops maintain dominant presence in the home
- Chromebook adoption remains relatively low
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- Figure 41: Laptop form factors owned or have in the household, May 2018
- Windows keeps broad appeal
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- Figure 42: Laptop operating systems, May 2018
- Desktops continue shift away from tower units
- Older people prefer desktops in general, but also the newer all-in-ones
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- Figure 43: Desktop form factors owned or have in the household, May 2017 and May 2018
- Windows the choice for gamers
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- Figure 44: Operating system on desktops, by type of desktop, May 2018
- Detachable keyboards gaining popularity
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- Figure 45: Proportion of tablet owners with a tablet that has a detachable keyboard, May 2018
- Android and iOS dominant on mobile
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- Figure 46: Tablet operating systems, May 2018
Purchase Consideration
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- Reassuring purchasing consideration from current owners
- Tablets still an enticing item for non-owners
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- Figure 47: Device purchase consideration, by device ownership, May 2018
- Consumers don’t like change, but might make an exception for two-in-ones
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- Figure 48: Specific form factor considered amongst those considering a laptop purchase, May 2018
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- Figure 49: Specific form factor considered amongst those considering a tablet purchase, May 2018
- Interest in tower units remains high despite growth of the all-in-one
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- Figure 50: Specific form factor considered amongst those considering a desktop purchase, May 2018
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- Figure 51: Specific form factor considered amongst those considering a desktop purchase, by whether they use any device for gaming, May 2018
Home Computing Activities
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- Low-intensity computing creates a market for scaled-back devices
- Video streaming services’ potential for growth
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- Figure 52: Activities performed on any device, May 2018
- Security concerns may influence device upgrades
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- Figure 53: Activities performed on devices in the home, May 2018
- Laptops remain the popular choice for online shopping…
- …and are far more likely to be used for productive work
- Laptops closing the gap with desktops for gaming
Correspondence Analysis
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- Methodology
- Laptops remain the choice for productivity and security
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- Figure 54: Correspondence analysis of words and devices, May 2018
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- Figure 55: Words associated with types of devices, May 2018
Home Computing Attitudes and Behaviour
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- Advanced computing unnecessary for a third of device owners
- More prefer cloud storage than local
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- Figure 56: Consumer attitudes towards home computing, May 2018
- Laptops currently a device for the home…
- …but innovation may encourage this mobile activity
- A quarter interested in desktop computing through a portable device
- Despite a slow upgrade cycle, most will still replace their laptops when they break
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- Figure 57: Consumer behaviour towards home computing, May 2018
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Total market forecast
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- Figure 58: Forecast for the value of the UK desktop, laptop and tablet computer market, 2018-23
- Figure 59: Forecast for the volume of the UK desktop, laptop and tablet computer market, 2018-23
- Desktop segment forecast
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- Figure 60: Forecast for the value of the UK desktop computer market, 2018-23
- Figure 61: Forecast for the volume of the UK desktop computer market, 2018-23
- Laptop segment forecast
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- Figure 62: Forecast for the value of the UK laptop computer market, 2018-23
- Figure 63: Forecast for the volume of the UK laptop computer market, 2018-23
- Tablet segment forecast
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- Figure 64: Forecast for the value of the UK tablet computer market, 2018-23
- Figure 65: Forecast for the volume of the UK tablet computer market, 2018-23
- Forecast methodology
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