Desktop, Laptop and Tablet Computers - UK - August 2016


#804762

N/A

Mintel

$ 2605

In Stock

The main challenge facing the market is that older devices can run common day-to-day apps and productivity software, and they can run them well. You do not need a new, more powerful device to browse the internet, access social media, use Microsoft Office or watch Netflix.

Table of Content

Overview

What you need to know
Products covered in this Report

Executive Summary

Market as a whole continues to decline in 2016
Figure 1: Market value of the UK desktop, laptop and tablet computer market, 2012-16
Decline driven by low-end offerings in the tablet and laptop segments
Figure 2: Average price of tablet computers in the UK, 2012-16
Figure 3: Average price of laptops in the UK, 2012-16
Release of Windows 10 stimulates market less than hoped
Form factor convergence discourages ownership of multiple devices
Virtual and augmented reality come to consumers in 2016
Speed is king, but connectivity with other devices is becoming more important
Figure 4: Important features when considering replacing main device, June 2016
What we think

Issues and Insights

Device longevity stretches further and further
The facts
The implications
The struggle to make tablets a main device
The facts
The implications

The Market – What You Need to Know

Market as a whole continues to decline in 2016
The market relies on upgrades
Upgrade cycles are getting longer
Lower laptop prices drive segment value down
Manufacturers raise prices
New form factors may help the laptop segment, but not the whole market
Tablet manufacturers struggle to develop new use cases for tablets

Market Size and Forecast

The market relies on upgrades
Figure 5: Market value of the UK desktop, laptop and tablet computer market, 2012-16
Decline in the tablet segment driven by low-end offering
Figure 6: Market volume of the UK desktop, laptop and tablet computer market, 2012-16
Figure 7: Average price of tablet computers in the UK, 2012-16
Release of Windows 10 stimulates market less than hoped
The growing popularity of low-cost manufacturers drives laptop prices down
Figure 8: Average price of laptops in the UK, 2012-16

Market Forecast

PC market to flatten out after slump
Figure 9: Forecast for the value of the desktop and laptop computer segment, 2011-21
Figure 10: Forecast for the volume of the desktop and laptop computer segment, 2011-21
Desktops continue to decline
Figure 11: Forecast for the value of the desktop computer segment, 2011-21
Figure 12: Forecast for the volume of the desktop computer segment, 2011-21
Recovery to be driven by laptop segment as desktops become niche
Figure 13: Forecast for the value of the laptop computer segment, 2011-21
Figure 14: Forecast for the volume of the laptop computer segment, 2011-21
Forecast methodology

Channels to Market

The first step towards purchasing technology is mostly taken online…
Figure 15: Activity consumers would do first when shopping around for technology products, by online and offline, April 2016
and the last step too
Figure 16: Estimated percentage of all consumer spending on electrical goods coming through online channels, 2011-15
Consumers turn to experts
Figure 17: Estimated distribution of spending on electrical goods, 2014 and 2015

Market Drivers

Hardware improvements not stimulating demand among basic users
Figure 18: Desktop and laptop PC target groups, June 2015
High-end users may already have the hardware they need
Form factor convergence likely to discourage personal ownership of multiple devices
New tablet launches are now mostly iterative, not innovative
Convergence of Google platforms
Decline in the value of the Pound leads to higher device prices

Key Players – What You Need to Know

Virtual and Augmented Reality come to consumers in 2016
Biometric capability is set to become a standard feature
Lenovo leads the way on bendable prototypes
Outsource your hardware needs to NVidia
Microsoft tops adspend as it pushes its Surface devices
Apple remains king in the tablet segment
The seven biggest PC manufacturers control 90% of the market
Multi-sector brands score higher on trust and differentiation

Launch Activity and Innovation

Biometric-capable devices
AR, VR and gesture control
Bendable and foldable screens
The era of hardware dependence is coming to an end
Device Iaunches in 2016

Advertising and Marketing Activity

Microsoft uses traditional advertising channels to push 2015 launches
Figure 19: Total above-the line, online display and direct mail advertising expenditure on desktop, laptop and tablet computers, by advertisers, 1/1/2015-1/1/2016
Advertising for tablets dominated by manufacturers, retailers sell PCs
Figure 20: Total above-the line, online display and direct mail advertising expenditure on tablet computers, by advertisers, 1/1/2015-1/1/2016
Figure 21: Total above-the line, online display and direct mail advertising expenditure on desktop and tablet computers, by advertisers, 1/1/2015-1/1/2016
Television ads account for two thirds of above-the-line adspend
Figure 22: Total above-the line, online display and direct mail advertising expenditure on desktop, laptop and tablet computers, by media type, 1/1/2015-1/1/2016
Nielsen Ad Intel coverage

Market Share

Apple remains market leader in the tablet segment
Figure 23: Brand of tablet owned, June 2016
Major manufacturers increase their grip on the PC segment
Figure 24: Estimated shares of the UK desktop and laptop market, by volume, 2014 and 2015

Brand Research

Mintel Brand map
Figure 25: Attitudes towards and usage of selected technology brands, June 2016
Key brand metrics
Figure 26: Key metrics for selected technology brands, June 2016
Brand attitudes: Value and accessibility go hand in hand for PC brands
Figure 27: Attitudes, by brand, June 2016
Brand personality: PC manufacturers make accessible devices, but can’t beat Samsung and Google on liveliness
Figure 28: Brand personality – Macro image, June 2016
For Apple prestige comes with expense while Google sits between affordability, accessibility and innovation
Figure 29: Brand personality – Micro image, June 2016
Brand analysis
Samsung smartphone success builds an all-round brand image and wide appeal, but does not capture younger consumers
Figure 30: User profile of Samsung, June 2016
Google’s presence in other areas builds brand trust across demographics
Figure 31: User profile of Google, June 2016
Apple no longer seen as the most innovative brand, but stylish devices still attract younger consumers
Figure 32: User profile of Apple, June 2016
Hewlett-Packard manages to stand out from its competitors in the Windows PC market
Figure 33: User profile of Hewlett-Packard, June 2016
Lenovo seen as a value brand, but fails to perform among demographics looking for value
Figure 34: User profile of Lenovo, June 2016
Asus does not have a distinctive identity in the eyes of consumers
Figure 35: User profile of Asus, June 2016
Acer value image fails to attract lower income groups
Figure 36: User profile of Acer, June 2016
Toshiba is a household name, but does not distinguish itself from other manufacturers in consumers’ eyes
Figure 37: User profile of Toshiba, June 2016
Dell’s hunt for premium users undermined by HP’s success
Figure 38: User profile of Dell, June 2016

The Consumer – What You Need to Know

Desktops continue to decline while laptops and tablets grow
Apple successful in replacing laptops with tablets
Parents adopt All-in-Ones
Ultrabooks become the device of choice among premium customers
Laptops are the most popular choice for upgrades, but new form factors are catching up with traditional ones

Ownership and Usage – All Form Factors

Laptops still first choice for consumers
Figure 39: Ownership of technology products. 2014-16
Figure 40: Percentage of device owners using device as their main device, June 2016

Tablet Ownership

Apple successful in getting owners to use iPad as main device
Figure 41: Brand of tablet owned by people who use their tablet over their laptop, June 2016

Desktop Ownership

All-in-Ones grow, while the segment as a whole shrinks
Figure 42: Type of desktop computer owned, June 2015 and June 2016
Figure 43: All-in-One and tower ownership, June 2016

Laptop Ownership

Notebooks continue to dominate the laptop segment
Figure 44: Type of laptop owned, June 2016
Ultrabooks gain traction among high income groups
Figure 45: Type of laptop owned, by household income, June 2016

Occasions of Use

Tablets preferred to laptops while on-the-go, but remain a distant second to smartphones
Figure 46: Occasions of use for desktop, laptop and tablet computers, June 2016
Younger men and Londoners are the core groups using tablets on the go
Figure 47: Occasions of use for desktop, laptop and tablet computers, by demographics, June 2016

Factors Considered When Replacing Main Device

What consumers look for: primary, secondary and tertiary features
Figure 48: Important features when considering replacing main device, June 2016
The real importance of processing power
Consumers care about their device’s OS more than the manufacturer brand
Tablet users are unlikely to switch to a device without a touchscreen
Figure 49: Important features when replacing devices – presence of a touchscreen, by main device and device ownership, June 2016

Devices Considered When Replacing Main Device

Laptops are the most popular choice for upgrades, but new form factors are catching up with traditional ones
Figure 50: Devices considered if replacing main device, June 2016
Uphill battle for tablet manufacturers looking to convert laptop users
Laptop owners considering upgrades are split between form factors
Figure 51: Devices considered if replacing main device, by laptop ownership, June 2016

Appendix – Data Sources, Abbreviations and Supporting Information

Abbreviations

Appendix – Market Size and Forecast

Forecast methodology
Value
Figure 52: Best- and worst-case forecast for the value of the UK PC market, 2016-21
Figure 53: Best- and worst-case forecast for the value of the UK laptop market, 2016-21
Figure 54: Best- and worst-case forecast for the value of the UK desktop market, 2016-21
Volume
Figure 55: Best- and worst-case forecast for the volume of the UK PC market, 2016-21
Figure 56: Best- and worst-case forecast for the volume of the UK laptop market, 2016-21
Figure 57: Best- and worst-case forecast for the volume of the UK desktop market, 2016-21

NA

NA