UK Desktop, Laptop and Tablet Computers Market Report 2020
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Report Summary
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Providing the most comprehensive and up-to-date information and analysis of the Desktop, Laptop and Tablet Computers UK market, and the behaviours, preferences and habits of the consumer.
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What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?
Covered in this report
While market value and volume sales in the desktop, laptop and tablet markets have been in decline for several years, the situation will be worsened in 2020 by the COVID-19 pandemic. The boost in sales due to the surge of homeworking will have been short-lived, with the impact of supply chain outweighing any positive effects. The economic uncertainty will see most consumers look to retain existing devices as long as possible, while store closures made it difficult to drive sales, with most people wanting to see more expensive items in-person before making a purchase. The market for desktop, laptop and tablet computers will decline by 4% in 2020 to £2.9 billion, down from £3.1 billion in 2019.
Expert analysis from a specialist in the field
Written by Matt King, a leading analyst in the Technology sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
The decline in sales will be larger than anticipated following the onset of COVID-19 and subsequent recession. However, while most consumers are happy to retain their devices as long as possible, laptops in particular have become a near-essential item for many, creating a strong replacement market that will endure in the longer term. Dual-screen and foldable devices could bring new life to the tablet market, although price premiums will need to erode before these can start to move into the mainstream
Matt King
Head of Leisure, Tourism, Tech & Media Research
Table of Contents
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Overview
- What you need to know
- Key issues covered in this Report
- Products covered in this Report
- What you need to know
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Executive Summary
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- The market
- COVID-19 pandemic exacerbates the market decline
- Figure 1: Forecast for the value of the desktop, laptop and tablet market, 2015-25
- Figure 2: Forecast for the volume of the desktop, laptop and tablet market, 2015-25
- Impact of COVID-19 on desktop, laptop and tablet computers
- Figure 3: Expected impact of COVID-19 on desktop, laptop and tablet computers, short, medium and long term, July 2020
- Companies and brands
- Apple set to increase its market lead in 2020
- Figure 4: Volume sales share, by brand, 2019 and 2020
- Brand attitudes: iPad is deemed the brand worth paying more for
- Figure 5: Attitudes, by brand, June 2020
- The consumer
- Three quarters of Brits personally own a laptop
- Figure 6: Ownership of desktops, laptops and tablets, March 2020
- Windows devices dominate laptop ownership
- Figure 7: Laptop operating systems, March 2020
- Almost half of consumers are planning a purchase in the next year
- Figure 8: Intent to buy desktops, laptops and tablets, NET, March 2020
- Battery power is the key factor for laptop and tablet buyers
- Figure 9: Device-specific considerations when making a purchase, March 2020
- Price is key and will grow in importance with the COVID-19 recession
- Figure 10: Important factors when upgrading, March 2020
- Reviews have become a vital part of the purchase process
- Figure 11: Attitudes towards desktops, laptops and tablets, March 2020
- Most people keep their existing device as long as it’s working well
- Figure 12: Perceptions of computer usage, March 2020
- What we think
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Issues and Insights
- Trade-ins will be vital to encourage early upgrades as recession hits
- The facts
- The implications
- Consumers are prioritising battery life over innovation
- The facts
- The implications
- Trade-ins will be vital to encourage early upgrades as recession hits
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The Impact of COVID-19 on the Desktop, Laptop and Tablet Computers Sector
- Short, medium and long-term impact
- Figure 13: Expected impact of COVID-19 on desktop, laptop and tablet computers, short, medium and long term, July 2020
- Opportunities and Threats
- New innovations are likely to take longer to find market share
- Remote working could provide new opportunities
- Reliance on home entertainment could drive computer sales
- Store closures make strong online support vital for retaining loyalty
- Trade-in deals will grow in importance during recession
- Impact on the market
- Market decline in 2020 will be exacerbated by COVID-19
- Figure 14: UK desktop, laptop and tablet computers market size and forecast 2015-25
- New models could be delayed as pandemic hits supply chains
- Cancelled industry events limit the showcasing of new releases
- Shifts in consumer behaviour
- Spending intentions highlight reduced demand for technology
- Figure 15: Technology and communications spending intentions for the next month compared to usual, 26 March-15 July 2020
- Store closures likely to delay purchases for some consumers
- Impact on key consumer segments
- Men are more likely to keep spending on technology products
- Younger consumers’ increased spend more likely to be focused on entertainment
- Older demographics are the least likely to cut back on non-essential spending
- How a COVID-19 recession will shape the industry
- The lack of consumer confidence will limit sales
- Figure 16: Value sales of desktop and laptop computers, 2006-11
- Although not the worst-hit market, growth opportunities will be reduced
- Unemployment levels will limit take-up of latest devices
- Impact on the marketing mix
- COVID-19 is likely to delay take-up of premium models
- Business practice could come under more scrutiny
- Online sales service and repairs grow in importance…
- …but high price points mean physical stores will remain vital
- Market context
- Economic and other assumptions
- Short, medium and long-term impact
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The Market – What You Need to Know
- COVID-19 pandemic exacerbates the market decline
- Saturated laptop market focused on replacements
- Tablet sales will be hit in 2020 before the decline eases
- 5G networks will drive innovation in laptops and tablets
- Foldable screens see smartphones encroach further on tablet market
- Store closures place emphasis on online sales
- COVID-19 pandemic exacerbates the market decline
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Market Size, Segmentation and Forecast
- COVID-19 pandemic exacerbates the market decline
- Figure 17: Forecast for the value of the desktop, laptop and tablet market, 2015-25
- Figure 18: Forecast for the volume of the desktop, laptop and tablet market, 2015-25
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- Figure 19: Value and volume of the desktop, laptop and tablet computer sales in the UK, 2015-25
- Desktop market value set to fall 7% in 2020
- Figure 20: Forecast for the value of the desktop market, 2015-25
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- Figure 21: Forecast for the volume of the desktop market, 2015-25
- Figure 22: Value and volume of desktop computer sales in the UK, 2015-25
- Saturated laptop market focused on replacements
- Figure 23: Forecast for the value of the laptop market, 2015-25
- Figure 24: Forecast for the volume of the laptop market, 2015-25
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- Figure 25: Value and volume of laptop sales in the UK, 2015-25
- Tablet sales will be hit in 2020 before the decline eases
- Figure 26: Forecast for the value of the tablet market, 2015-25
- Figure 27: Forecast for the volume of the tablet market, 2015-25
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- Figure 28: Volume and value of tablet sales in the UK, 2015-25
- COVID-19 pandemic exacerbates the market decline
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Market Drivers
- Impact of COVID-19 set to exacerbate market decline
- 5G networks will drive innovation in laptops and tablets
- Foldable screens see smartphones encroach further on tablet market
- Modular desktops offer ardent gamers customisation lacking in consoles
- Store closures place emphasis on online sales
- Sale events will play a greater role during recession
- Laptops and tablets have benefited from the shift away from linear TV
- Impact of COVID-19 set to exacerbate market decline
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Companies and Brands – What You Need to Know
- Apple set to increase its market lead in 2020
- Lenovo has the second-largest share but Samsung is expanding
- Apple continues incremental Mac updates
- Magic Keyboard helps Apple push the iPad Pro as a hybrid competitor
- Apple ends partnership with Intel and moves towards its own processors
- Microsoft looks to dual screens with the Surface Duo and Neo
- Lenovo utilising foldable screen technology with the ThinkPad X1 Fold
- Apple set to increase its market lead in 2020
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Market Share
- Apple set to increase its market lead in 2020
- Lenovo has the second-largest share but Samsung is expanding
- Figure 29: Volume sales share, by brand, 2019 and 2020 (est)
- Apple set to increase its market lead in 2020
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Launch Activity and Innovation
- Apple continues incremental Mac updates
- Magic Keyboard helps Apple push the iPad Pro as a hybrid competitor
- Figure 30: Apple’s Magic Keyboard for iPad Pro
- Apple ends partnership with Intel and moves towards its own processors
- Microsoft looks to dual screens with the Surface Duo and Neo
- Figure 31: Microsoft Surface Neo
- Lenovo utilising foldable screen technology with the ThinkPad X1 Fold
- Figure 32: Lenovo ThinkPad X1 Fold
- Lenovo showcases the first 5G consumer laptop
- Figure 33: Lenovo Yoga 5G
- Samsung looks to laptop market with triple launch
- Figure 34: Samsung Galaxy Book S
- HP showcases latest all-in-one desktop at CES 2020
- Figure 35: HP Envy 32 all-in-one
- Gaming market continues to drive new desktop launches
- Figure 36: Asus GA35 gaming desktop
- Apple continues incremental Mac updates
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Brand Research
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- Brand map
- Figure 37: Attitudes towards and usage of selected brands, June 2020
- Key brand metrics
- Figure 38: Key metrics for selected brands, June 2020
- Brand attitudes: iPad is deemed the brand worth paying more for
- Figure 39: Attitudes, by brand, June 2020
- Brand personality: Amazon Fire has an upbeat brand image
- Figure 40: Brand personality – macro image, June 2020
- Samsung is viewed as the most cutting-edge, stylish brand
- Figure 41: Brand personality – micro image, June 2020
- Brand analysis
- Samsung’s cross-category success builds trust and differentiation
- Figure 42: User profile of Samsung, June 2020
- Half of Brits have used the iPad brand
- Figure 43: User profile of iPad, June 2020
- Hewlett-Packard is seen as reliable and user-friendly
- Figure 44: User profile of Hewlett-Packard, June 2020
- Microsoft Surface lacks the differentiation of iPad and Samsung
- Figure 45: User profile of Microsoft Surface, June 2020
- Amazon Fire balances a fun but user-friendly brand image
- Figure 46: User profile of Amazon Fire, June 2020
- Dell is seen as affordable but lacking in innovation
- Figure 47: User profile of Dell, June 2020
- Despite being good value, Acer scores lowest on trust
- Figure 48: User profile of Acer, June 2020
- New innovations could boost Lenovo’s brand image
- Figure 49: User profile of Lenovo, June 2020
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The Consumer – What You Need to Know
- Three quarters of Brits personally own a laptop
- Apple’s Magic Keyboard could drive detachable keyboard sales
- Windows devices dominate laptop ownership
- Almost half of consumers are planning a purchase in the next year
- Standard laptops and tablets remain in greatest demand
- Memory and processing power lead the way for desktop purchase drivers
- Battery power is the key factor for laptop and tablet buyers
- Reviews have become a vital part of the purchase process
- The majority will consider lesser brands if they offer value
- Most people keep their existing device as long as it’s working well
- Three quarters of Brits personally own a laptop
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Desktop, Laptop and Tablet Ownership
- Three quarters of Brits personally own a laptop
- Figure 50: Ownership of desktops, laptops and tablets, March 2020
- All-in-one desktops are proving popular with younger consumers
- Figure 51: Type of desktop owned, 2018-20
- Older demographics are sticking with standard laptops
- Figure 52: Type of laptop owned, 2018-20
- Apple’s Magic Keyboard could drive detachable keyboard sales
- Figure 53: Ownership of detachable keyboards, by gender and age, March 2020
- Three quarters of Brits personally own a laptop
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Operating Systems on Desktops, Laptops and Tablets
- Windows devices dominate laptop ownership
- Figure 54: Laptop operating systems, March 2020
- More tablet owners use Android but Apple has the highest brand share
- Figure 55: Tablet operating systems, March 2020
- Nearly nine in 10 desktop owners use Windows
- Figure 56: Desktop operating system, March 2020
- Windows devices dominate laptop ownership
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Intent to Buy Desktop, Laptop and Tablet Computers
- Almost half of consumers are planning a purchase in the next year
- Figure 57: Intent to buy desktops, laptops and tablets, NET, March 2020
- Standard laptops and tablets remain in greatest demand…
- …although there is strong interest in hybrid devices
- Figure 58: Intent to buy desktops, laptops and tablets, March 2020
- Two thirds of 16-24 year olds intend to buy in the next year…
- …but 25-34 year olds are more likely to buy the latest designs
- Almost half of consumers are planning a purchase in the next year
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Important Factors when Upgrading
- Memory and processing power lead the way for desktop purchase drivers
- Battery power is the key factor for laptop and tablet buyers
- 5G not yet a priority in the computing market
- Figure 59: Device-specific considerations when making a purchase, March 2020
- Price is key and will grow in importance with the COVID-19 recession
- Innovation is not a priority for most consumers
- Younger consumers are considering ethical brands
- Figure 60: Important factors when upgrading, March 2020
- Older demographics more likely to prioritise ease of use
- Figure 61: Prioritising ease of use when buying desktops, laptops and tablets, by gender and age, March 2020
- Memory and processing power lead the way for desktop purchase drivers
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Attitudes towards Desktops, Laptops and Tablets
- Reviews have become a vital part of the purchase process
- The majority will consider lesser brands if they offer value
- Over a third of 25-34 year olds are using voice commands on computers
- Figure 62: Attitudes towards desktops, laptops and tablets, March 2020
- Younger demographics prioritise smartphone use in the home
- Figure 63: Attitudes towards desktops, laptops and tablets, by age, March 2020
- Most people keep their existing device as long as it’s working well
- Larger screen sizes are key for tablets and laptops
- Figure 64: Perceptions of computer usage, March 2020
- Reviews have become a vital part of the purchase process
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Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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About the report
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Market
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Consumer
Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Brand/Company
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Data
Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
*databooks not available with UK B2B Industry reports.
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