Table of Contents
Executive Summary
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- The market
- DLT value declines marginally after 2018
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- Figure 1: Forecast for the value of the desktop, laptop and tablet market, 2014-2024
- Figure 2: Forecast for the volume of desktop, laptop and tablet sales, 2014-2024
- CPU shortages cause Intel to focus on higher-end computers
- 5G computers in the pipeline but incentive to upgrade will be limited
- Companies and brands
- iPad’s broad appeal helps Apple maintain top spot
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- Figure 3: Desktop, laptop and tablet combined market share
- Lenovo and Qualcomm unveil 5G-capable computer
- Apple contributes to overall jump in industry advertising spend
- The consumer
- Continued decline in desktop ownership
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- Figure 4: Ownership of desktops, laptops, tablets and smartphones, 2017-19
- Increase in tablets with detachable keyboards for Millennials
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- Figure 5: Ownership of a detachable tablet keyboard, by generation, 2018 and 2019
- Consumers prefer laptops over desktops or tablets for most tasks
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- Figure 6: Use of technology devices at home, April 2019
- Almost half think smartphones are decreasing the importance of computers
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- Figure 7: Attitudes towards tablets and smartphones compared to desktops/laptops, April 2019
- What we think
Issues and Insights
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- Plug-in accessories for the iPad could present tablets as a laptop alternative
- The facts
- The implications
- Working with esports stars could help boost desktop sales
- The facts
- The implications
The Market – What you Need to Know
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- Market value declines marginally after 2018
- Apple’s hardware and software improvements help tablets to maintain sales
- Increased interest in mobile working hurting desktop sales
- CPU shortages cause Intel to focus on higher-end computers
- 5G computers in the pipeline but incentive to upgrade will be limited
Market Size, Segmentation and Forecast
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- Market value declines marginally after 2018
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- Figure 8: Forecast for the value of the desktop, laptop and tablet market, 2014-2024
- Figure 9: Forecast for the volume of desktop, laptop and tablet sales, 2014-2024
- Figure 10: Forecast for the value of the desktop, laptop and tablet market, 2014-2024
- Increased interest in mobile working hurting desktop sales
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- Figure 11: Forecast for the value of the desktop market, 2014-2024
- Figure 12: Forecast for the volume of desktop sales, 2014-2024
- More hybrid laptops and Chromebooks could help laptop sales
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- Figure 13: Forecast for the value of the laptop market, 2014-2024
- Figure 14: Forecast for the volume of laptop sales, 2014-2024
- Apple’s software and hardware improvements help tablets to maintain sales
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- Figure 15: Forecast for the value of the tablet market, 2014-2024
- Figure 16: Forecast for the volume of tablet sales, 2014-2024
Market Drivers
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- CPU shortage causes Intel to focus on higher-end computers
- Growing competitive gaming sector could help desktops
- 5G computers in the pipeline but incentive to upgrade will be limited
- Tablets increasingly focused on working and studying use cases
Companies and Brands – What You Need to Know
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- iPad’s broad appeal helps Apple maintain top spot
- Asus unveils ZenBook Pro Duo and ScreenPad 2 for mid-range ZenBook computers
- Apple contributes to overall jump in advertising spend
- Samsung and Micro Star International also increase advertising efforts
Market Share
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- iPad’s broad appeal helps Apple maintain top spot
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- Figure 17: Desktop, laptop and tablet combined market share
- Microsoft could gain market share with cheaper Surface Go option
Launch Activity and Innovation
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- Apple refreshes iPad Pro, Mini and Air…
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- Figure 18: Apple iPad Pro
- Figure 19: Apple iPad Pro with Apple Pencil
- …and also announces a new tablet operating system
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- Figure 20: iPadOS used as a second screen for a MacBook
- Samsung releases two Galaxy Tabs within eight months
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- Figure 21: Samsung DeX on Galaxy Tab S4
- Asus unveils ZenBook Pro Duo and ScreenPad 2 for mid-range ZenBook computers
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- Figure 22: Asus ZenBook Pro Duo
- Lenovo and Qualcomm unveil 5G-capable computer
Advertising and Marketing Activity
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- Apple contributes to overall jump in industry advertising spend
- Samsung and Micro Star International also increase advertising efforts
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- Figure 23: Total above-the-line, online display and direct mail advertising expenditure on desktops, laptops and tablet computers, 1 May 2018-30 April 2019
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 24: Attitudes towards and usage of selected brands, June 2019
- Key brand metrics
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- Figure 25: Key metrics for selected brands, June 2019
- Brand attitudes: Samsung remains the most trusted brand
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- Figure 26: Attitudes, by brand, June 2019
- Brand personality: Samsung also seen as most accessible and ethical
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- Figure 27: Brand personality – macro image, June 2019
- Consumers see Apple as expensive but prestigious
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- Figure 28: Brand personality – micro image, June 2019
- Brand analysis
- Samsung is most recognised and recommended brand
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- Figure 29: User profile of Samsung, June 2019
- Apple Mac users most likely to have an excellent experience
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- Figure 30: User profile of Apple Mac, June 2019
- Amazon Fire has joint third highest recommendations
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- Figure 31: User profile of Amazon Fire, June 2019
- Hewlett-Packard is in the top three for delivering high quality
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- Figure 32: User profile of Hewlett-Packard, June 2019
- Dell has strong awareness and an association with reliability
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- Figure 33: User profile of Dell, June 2019
- Microsoft Surface has lowest awareness but positive experience for users
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- Figure 34: User profile of Microsoft Surface, June 2019
- Lenovo seen as being among the least unique brands
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- Figure 35: User profile of Lenovo, June 2019
- Acer seen as the most affordable brand but has lowest recommendations
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- Figure 36: User profile of Acer, June 2019
The Consumer – What You Need to Know
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- Continued decline in desktop ownership
- Increase in tablets with detachable keyboards for Millennials
- Purchase considerations stay on track
- Most consumers do not prioritise brands for new computer purchases
- Consumers prefer laptops over desktops or tablets for most tasks
- Almost half think smartphones are decreasing the importance of computers
Desktop, Laptop and Tablet Ownership
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- Continued decline in desktop ownership
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- Figure 37: Ownership of desktops, laptops, tablets and smartphones, 2017-19
- All-in-one desktops gaining appeal for Millennials
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- Figure 38: Type of desktop owned, 2017-19
- Chromebooks rise in ownership
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- Figure 39: Type of laptop owned, 2018 and 2019
- Windows continues to dominate PC operating systems
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- Figure 40: Operating systems on desktops and laptops, April 2019
- Android makes up half of tablet operating systems
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- Figure 41: Tablet operating system, April 2019
- Increase in tablets with detachable keyboards for Millennials
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- Figure 42: Ownership of a detachable tablet keyboard, by generation, 2018 and 2019
Form Factor Purchase Considerations and Research Methods
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- Purchase considerations stay on track
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- Figure 43: Computer form factors considered for purchase in the next 12 months, 2018 and 2019
- Half of consumers rely on user reviews when researching new computers
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- Figure 44: Sources of research for new devices, April 2019
- Figure 45: Reasons for using social media to research new computers, April 2019
- Most consumers do not prioritise brands for new computer purchases…
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- Figure 46: Importance of computer branding, April 2019
- …but parents with children aged 18 and under do value branding
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- Figure 47: Importance of computer branding – CHAID – Tree output, May 2019
PC and Tablet Usage at Home
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- Consumers prefer laptops over tablets or desktops for most tasks
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- Figure 48: Use of technology devices at home, April 2019
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- Figure 49: Use of tablet at home, 2018 and 2019
- Smartphones gaining in use across several areas
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- Figure 50: Use of smartphone at home, 2018 and 2019
The Importance of Computers and Attitudes towards Voice Assistants
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- Almost half think smartphones are decreasing the importance of computers
- Consumers split on tablets replacing laptops or desktops
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- Figure 51: Attitudes towards tablets and smartphones compared to desktops/laptops, April 2019
- Six in 10 computer owners not interested in voice assistants
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- Figure 52: Use or would use voice assistant for desktop or laptop, April 2019
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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