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Desktop, Laptop and Tablet Computers - UK - July 2019

OVERVIEW
What you need to know
Products covered in this Report
EXECUTIVE SUMMARY
The market
DLT value declines marginally after 2018
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
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
Figure 4: Ownership of desktops, laptops, tablets and smartphones, 2017-19
Increase in tablets with detachable keyboards for Millennials
Figure 5: Ownership of a detachable tablet keyboard, by generation, 2018 and 2019
Consumers prefer laptops over desktops or tablets for most tasks
Figure 6: Use of technology devices at home, April 2019
Almost half think smartphones are decreasing the importance of computers
Figure 7: Attitudes towards tablets and smartphones compared to desktops/laptops, April 2019
What we think
ISSUES AND INSIGHTS
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
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
Market value declines marginally after 2018
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
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
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
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
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
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
iPad’s broad appeal helps Apple maintain top spot
Figure 17: Desktop, laptop and tablet combined market share
Microsoft could gain market share with cheaper Surface Go option
LAUNCH ACTIVITY AND INNOVATION
Apple refreshes iPad Pro, Mini and Air…
Figure 18: Apple iPad Pro
Figure 19: Apple iPad Pro with Apple Pencil
…and also announces a new tablet operating system
Figure 20: iPadOS used as a second screen for a MacBook
Samsung releases two Galaxy Tabs within eight months
Figure 21: Samsung DeX on Galaxy Tab S4
Asus unveils ZenBook Pro Duo and ScreenPad 2 for mid-range ZenBook computers
Figure 22: Asus ZenBook Pro Duo
Lenovo and Qualcomm unveil 5G-capable computer
ADVERTISING AND MARKETING ACTIVITY
Apple contributes to overall jump in industry advertising spend
Samsung and Micro Star International also increase advertising efforts
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
Brand map
Figure 24: Attitudes towards and usage of selected brands, June 2019
Key brand metrics
Figure 25: Key metrics for selected brands, June 2019
Brand attitudes: Samsung remains the most trusted brand
Figure 26: Attitudes, by brand, June 2019
Brand personality: Samsung also seen as most accessible and ethical
Figure 27: Brand personality – macro image, June 2019
Consumers see Apple as expensive but prestigious
Figure 28: Brand personality – micro image, June 2019
Brand analysis
Samsung is most recognised and recommended brand
Figure 29: User profile of Samsung, June 2019
Apple Mac users most likely to have an excellent experience
Figure 30: User profile of Apple Mac, June 2019
Amazon Fire has joint third highest recommendations
Figure 31: User profile of Amazon Fire, June 2019
Hewlett-Packard is in the top three for delivering high quality
Figure 32: User profile of Hewlett-Packard, June 2019
Dell has strong awareness and an association with reliability
Figure 33: User profile of Dell, June 2019
Microsoft Surface has lowest awareness but positive experience for users
Figure 34: User profile of Microsoft Surface, June 2019
Lenovo seen as being among the least unique brands
Figure 35: User profile of Lenovo, June 2019
Acer seen as the most affordable brand but has lowest recommendations
Figure 36: User profile of Acer, June 2019
THE CONSUMER – WHAT YOU NEED TO KNOW
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 
Continued decline in desktop ownership
Figure 37: Ownership of desktops, laptops, tablets and smartphones, 2017-19
All-in-one desktops gaining appeal for Millennials
Figure 38: Type of desktop owned, 2017-19
Chromebooks rise in ownership
Figure 39: Type of laptop owned, 2018 and 2019
Windows continues to dominate PC operating systems
Figure 40: Operating systems on desktops and laptops, April 2019
Android makes up half of tablet operating systems
Figure 41: Tablet operating system, April 2019
Increase in tablets with detachable keyboards for Millennials
Figure 42: Ownership of a detachable tablet keyboard, by generation, 2018 and 2019
FORM FACTOR PURCHASE CONSIDERATIONS AND RESEARCH METHODS
Purchase considerations stay on track
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
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…
Figure 46: Importance of computer branding, April 2019
…but parents with children aged 18 and under do value branding
Figure 47: Importance of computer branding – CHAID – Tree output, May 2019
PC AND TABLET USAGE AT HOME
Consumers prefer laptops over tablets or desktops for most tasks
Figure 48: Use of technology devices at home, April 2019
Figure 49: Use of tablet at home, 2018 and 2019
Smartphones gaining in use across several areas
Figure 50: Use of smartphone at home, 2018 and 2019
THE IMPORTANCE OF COMPUTERS AND ATTITUDES TOWARDS VOICE ASSISTANTS
Almost half think smartphones are decreasing the importance of computers
Consumers split on tablets replacing laptops or desktops
Figure 51: Attitudes towards tablets and smartphones compared to desktops/laptops, April 2019
Six in 10 computer owners not interested in voice assistants
Figure 52: Use or would use voice assistant for desktop or laptop, April 2019
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology

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