Laptops and Desktops - US - January 2016


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Mintel

$ 3996

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Leading computer brands have struggled to grow their consumers computing revenue, and the market is increasingly influenced by innovative interfaces, such as touchscreen. However, opportunities remain, particularly as more resource-intensive digital content is released. The challenge for many brands moving forward will be to strike an ideal balance between the cost, functionality, and portability of their computing devices.

Table of Content

Overview

What you need to know
Definition

Executive Summary

The issues
Retail sales to remain flat
Figure 1: Total US retail sales and forecast of laptop and desktop computers, at current prices, 2010-20
Responding to the mobile revolution
Figure 2: Intent to purchase 2-in1s in the next 12 months, by age, October 2015
Replacements are the top purchase motivation
Figure 3: Attitudes toward computers, October 2015
The opportunities
Creating a stronger perception of value for hardware
Figure 4: MSi gaming laptop mobile advertisement, December 2015
Figure 5: Computer research and purchasing habits, October 2015
Computers hold the edge for many digital activities
Figure 6: Preferred device for purchasing products and services, by age, October 2015
Adjusting to new computing interfaces
Figure 7: Important features for desktop computer purchasing, by Hispanic origin, October 2015
Using better targeting to encourage purchases outside of replacement
Figure 8: Attitudes toward computers, by household income, October 2015
What it means

The Market – What You Need to Know

Unit sales continue declining
Dollar sales to stabilize
Cloud services still have to catch consumers’ attention

Market Size and Forecast

Laptop and desktop sales fell in 2013
Figure 9: Total US unit sales and forecast of laptop and desktop computers, 2010-20
2-in-1s to stabilize the market
Figure 10: Total US retail sales and forecast of laptop and desktop computers, at current prices, 2010-20

Market Factors

Will cloud services reduce interest in hardware?
4K and VR content could spur growth in computing devices

Key Players – What You Need to Know

2-in-1s are driving revenue
Legacy brands struggle to grow revenue
The seamless and connected future

What’s Working?

2-in-1s drive success for Microsoft
Figure 11: Microsoft surface pro 4 display ad, October 2015
Figure 12: Microsoft Surface Pro 4 display ad, November 2015-December 2015
Apple focuses on design, experience, and specific targeting

What’s Struggling?

Traditional brands falter in the consumer computing market

What’s Next?

Seamless computing experiences across devices

The Consumer – What You Need to Know

Laptop ownership outpaces desktop ownership in households
Considerable intent to purchase laptops
Consumers still demand traditional computing experiences
Computer buyers are highly value oriented

Consumer Laptop and Desktop Ownership

Household laptop ownership outpaces desktops
Figure 13: Laptop and desktop ownership, October 2015
Younger consumers opt for portability
Figure 14: Laptop and desktop ownership, by age, October 2015
Brands of computers owned
Figure 15: Brands of computers owned (household), July 2014-September 2015

Consumers’ Intent to Purchase Computers

Significant purchase intent for laptops in the next year
Figure 16: Intent to purchase desktops and laptops in the next 12 months, October 2015
Purchase intent among consumers 44 and younger
Figure 17: Intent to purchase desktops and laptops in the next 12 months, by age, October 2015
Hispanics show heightened interest in computers
Figure 18: Intent to purchase desktops and laptops in the next 12 months, by Hispanic origin, October 2015

Consumers’ Attitudes toward Computers

Replacement leads new purchase inspirations
Figure 19: Attitudes toward computers, October 2015
Young men highly interested in building computers
Figure 20: Attitudes toward computers, by gender and age, October 2015
Higher-income households interested in multiple computers for different purposes
Figure 21: Attitudes toward computers, by household income, October 2015

Devices Preferred for Selected Activities

Desktops and laptops preferred for most activities
Figure 22: Preferred device for selected activities, October 2015
Younger consumers still prefer laptops for e-commerce
Figure 23: Preferred device for purchasing products and services, by age, October 2015
Hispanics are more comfortable with using mobile devices
Figure 24: Preferred device for purchasing products and services, by race and Hispanic origin, October 2015

Important Features for Computer Purchases

Desktop computers
Value is top of mind for desktop purchases
Figure 25: Important features for desktop computer purchasing, October 2015
Media is a key consideration for younger consumers, functionality for older
Figure 26: Important features for desktop computer purchasing – Desktop computer, by gender and age, October 2015
Hispanics’ interest in touchscreens for desktops
Figure 27: Important features for desktop computer purchasing – Desktop computer, by Hispanic origin, October 2015
Laptop computers
Storage space remains a top purchase influencer for laptops
Figure 28: Important features for laptop purchases, October 2015
Women value media quality more on laptops than on desktops
Figure 29: Important features for laptop purchasing, October 2015
Device weight a stronger consideration for Asians
Figure 30: Important features for laptop purchases, by race, October 2015
Portability a less prominent consideration among Hispanics
Figure 31: Important features for laptop purchases, by Hispanic origin, October 2015

Research and Purchase Habits

Consumers rely primarily on hardware specifications
Figure 32: Computer research and purchasing habits, October 2015
Men more focused on hardware specs, social influencers are powerful for older women
Figure 33: Computer research and purchasing habits, by gender and age, October 2015
Parents interested in testing out new computers before purchase
Figure 34: Computer research and purchasing habits, by parental status, October 2015

Consumer Perceptions of Selected Computer Brands

HP and Dell brand identities overlap, Sony VAIO targets Apple’s audience
Figure 35: Correspondence analysis – Perception of selected computer brands, October 2015
Figure 36: Perception of selected computer brands, October 2015
Consumers discuss the impact of brand on computer ownership

Appendix – Data Sources and Abbreviations

Data sources
Sales data
Consumer survey data
Correspondence analysis methodology
Consumer qualitative research
Direct marketing creative
Abbreviations and terms
Abbreviations
Terms

Appendix – Market

Figure 37: Total US retail sales and forecast of laptop and desktop computers, at current prices, 2010-20
Figure 38: Total US retail sales and forecast of laptop and desktop computers, at inflation-adjusted prices, 2010-20
Figure 39: Total US unit sales and forecast of laptop and desktop computers, 2010-20

Appendix – Consumer

Brands of computers owned
Figure 40: Brands of computers owned (household), July 2014-September 2015
Figure 41: Brands of computers owned (household), July 2014-September 2015 (continued)
Average number of computers in household
Figure 42: Number of devices in household (mean), by race, October 2015
Preferred devices for selected activities
Figure 43: Preferred device for selected activities, October 2015
Laptop and desktop purchasing considerations
Figure 44: Important features for laptop purchasing, October 2015
Research and purchasing habits
Figure 45: Computer research and purchasing habits, by gender and age, October 2015
Figure 46: Computer research and purchasing habits, by gender and age, October 2015 (continued)
Attitudes toward computers
Figure 47: Attitudes toward computers, by age, October 2015

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