Computers - UK - 2022

OVERVIEW
What you need to know
Key issues covered in this Report
COVID-19: market context
Economic and other assumptions
Products covered in this Report
EXECUTIVE SUMMARY
Computers and tablet market starts to move back to pre-pandemic decline
Figure 1: Category outlook for computers, 2022-26
The market
Market for desktop, laptops and tablets worth £3.43 billion in 2021
Figure 2: Forecast for the value of the desktop, laptop and tablet computers market, 2021-26
Figure 3: Forecast for the volume of desktop, laptop and tablet sales, 2021-26
Semiconductor chip shortage still impacting computers industry
Consumers move towards more flexible TV watching
Gaming industry is growing and becoming more accessible across different devices
Companies and brands
Samsung releases smart monitors for work and leisure at home
Apple adds M1 Pro and M1 Max CPUs to MacBook Pros
Acer launches successor to flagship Chromebook Spin 713
The consumer
Baby Boomers are a strong target market for entry level tablets
Figure 4: Ownership of desktop, laptop or tablet computers, 2021
COVID-19 drives purchases of computers and tablets
Figure 5: Computer purchases since COVID-19, 2021
Lack of awareness is likely the only reason more people do not own Chromebooks
Figure 6: Desktop or laptop operating system, 2021
Apple to maintain its market share due to customer loyalty
Figure 7: Tablet operating system, 2021
Tablet is the go-to device for media consumption
Figure 8: Activities performed on a desktop, laptop or tablet, 2021
Hybrid working drives the importance of 5G in tablets
Figure 9: Usage of desktop, laptop  or tablet compared to during the COVID-19 lockdowns, 2021
Focusing on RAM in marketing is key as industry emerges from chip shortage
Popularity of online banking and shopping highlights importance of biometrics
Figure 10: Attitudes towards computers, tablets and smartphones, 2021
ISSUES AND INSIGHTS
RAM is a key selling point as industry emerges from chip shortage
Manufacturers should hone in on tablets being a media consumption device
5G makes tablets the ideal product for commuters
MARKET SIZE AND PERFORMANCE
Market for desktop, laptops and tablets valued at £3.43 billion
Figure 11: Value of desktop, laptop and tablet computers market, 2016-21
MARKET SEGMENTATION
Laptops account or the majority of the market
Figure 12: Market segmentation for the computers market, 2016-21
Laptops are driving market growth
Figure 13: Value of the laptop market, 2016-21
Tablet market returned to pre-COVID-19 decline in 2021
Figure 14: Value of the tablet market, 2016-21
Desktops do not follow pattern of 2020 growth
Figure 15: Value of desktop market, 2016-21
MARKET FORECAST
Computers and tablet market starts to move back to pre-pandemic decline
Figure 16: Category outlook for computers, 2022-26
Computers market will gradually decline following positive sales during COVID-19
Figure 17: Forecast for the value of the desktop, laptop and tablet computers market, 2021-26
Figure 18: Forecast for the volume of desktop, laptop and tablet sales, 2021-26
Market drivers and assumptions
Forecast methodology
MARKET FORECAST - DESKTOPS
Desktop market continues decline through the pandemic
Figure 19: Forecast for the value of the desktop market, 2021-26
Figure 20: Forecast for the volume of desktop sales, 2021-26
MARKET FORECAST - LAPTOPS
End of the chip shortage will help laptop market
Figure 21: Forecast for the value of the laptop market, 2021-26
Figure 22: Forecast for the volume of laptop sales, 2021-26
MARKET FORECAST - TABLETS
Tablet market returns to decline following growth in 2020
Figure 23: Forecast for the value of the tablet market, 2021-26
Figure 24: Forecast for the volume of tablet sales, 2021-26
MARKET DRIVERS
Pricing of foldable phones restricts impact on tablet market 
Semiconductor chip shortage still impacting computers industry
Changing TV habits boosting media consumption on tablets
Gaming industry is growing and becoming more accessible across different devices
MARKET SHARE
Apple remains as market leader in computers 
Lenovo edges out HP in share for desktops and laptops
Figure 25: Market share for desktop, laptop and tablet computers, 2021
LAUNCH ACTIVITY AND INNOVATION
Samsung launches Galaxy Book Go
Samsung releases smart monitors for work and leisure at home
Apple updates iPad Mini and iPad Pro tablets
iPad Pro
iPad Mini
Apple adds M1 Pro and M1 Max CPUs to MacBook Pros
Apple refreshes iMac design
Acer launches successor to flagship Chromebook Spin 713
COMPUTER AND TABLET OWNERSHIP
Baby Boomers are a strong target market for entry level tablets
Entry level Android tablets with long battery life are likely to engage for Baby Boomers
Figure 26: Ownership of desktop, laptop or tablet computers, 2021
COVID-19 drives purchases of computers and tablets
Figure 27: Computer purchases since COVID-19, 2021
COMPUTER AND TABLET OPERATING SYSTEMS
Lack of awareness is likely the only reason more people do not own Chromebooks
Figure 28: Desktop or laptop operating system, 2021
Apple to maintain its market share due to customer loyalty
Figure 29: Tablet operating system, 2021
ACTIVITIES ON COMPUTER OR TABLET
Retailers should use gaming-based incentives with desktops to appeal to the male-focused audience
Figure 30: Activities performed on desktop, by gender, 2021
Tablet manufacturers should prioritise advertising tablets as media consumption devices
Pricing impacts use cases for Android and Apple tablets
Figure 31: Activities performed on desktop, laptop or tablet, 2021
Hybrid working drives interest in 5G tablets
Figure 32: Usage of desktop, laptop or tablet compared to during COVID-19 lockdowns,
ATTITUDES TOWARDS COMPUTERS
Smartphones reducing people’s motivation to buy new laptops
Focusing on RAM in marketing is key as industry emerges from chip shortage
Popularity of online banking and shopping highlights importance of biometrics
Figure 33: Attitudes towards computers, tablets and smartphones, 2021
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology