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Desktop and Laptop Computers - UK - August 2014

“Chromebooks have the potential to really shake up the laptop market and offer consumers a much cheaper alternative to mobile computing”.
– Ryan Munson, Technology Analyst

This report answers the following questions:

  • How can Microsoft and computer manufacturers encourage users to upgrade to a new computer with the latest Windows operating system?
  • How should Chromebook manufacturers encourage consumers to consider purchasing a Chromebook?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Volume
                • Figure 1: UK combined desktop and laptop computer market size, by volume, 2009 -19
              • Value
                • Figure 2: UK combined desktop and laptop computer market size, by value, 2009-19
              • Market share
                • Lenovo continues its rise to jump into third position
                  • Figure 3: Estimated shares of the UK desktop and laptop market, by volume, 2012 and 2013
                • Market drivers
                  • Ultrabooks and hybrids attempt to offset declining PC market
                    • Figure 4: Worldwide device shipments, by segment, 2012 - 15
                  • Windows 8.1 introduced to solve Windows 8 issues
                    • New processors from Intel, Nvidia and AMD to improve laptop and Ultrabook performance
                      • The consumer
                        • Tablet ownership to surpass desktops in 2015
                          • Figure 5: Household ownership of computers, April 2013 - June 2014
                        • New form factors stimulating interest in laptops
                          • Figure 6: Types of computers that consumers are interested in purchasing in the next 12 months, June 2014
                        • Nine out of ten PC owners still use Windows at home
                          • Figure 7: Operating system used on desktop and laptop PCs, June 2014
                        • Only a quarter of Windows users have upgraded to 8/8.1
                          • Figure 8: Version of Windows operating system used, June 2014
                        • More than half of Windows users happy with their current version
                          • Figure 9: Attitudes towards the Windows operating system, June 2014
                        • Only one in five understands Chromebook’s point of difference
                          • Figure 10: Consumer awareness of Chromebooks, June 2014
                        • Almost a third interested in buying a Chromebook
                          • Figure 11: Interest in buying Chromebooks, among those who have heard of Chromebooks previously, June 2014
                          • Figure 12: Interest in buying Chromebooks, among those who have not heard of Chromebooks previously, June 2014
                        • Reliance on an internet connection the main barrier to purchase
                          • Figure 13: Barriers to buying Chromebooks, June 2014
                        • Bigger and sharper displays more important for desktop users
                          • Figure 14: Factors that would be of most importance to consumers when purchasing a new desktop/laptop computer, June 2014
                        • What we think
                        • Issues and Insights

                            • How can Microsoft and computer manufacturers encourage users to upgrade to a new computer with the latest Windows operating system?
                              • The facts
                                • The implications
                                  • How should Chromebook manufacturers encourage consumers to consider purchasing a Chromebook?
                                    • The facts
                                      • The implications
                                      • Trend Application

                                          • Trend: The Nouveau Poor
                                            • Trend: Return to the Experts
                                              • Mintel Futures: Access Anything Anywhere
                                              • Market Drivers

                                                • Key points
                                                  • Tablet ownership continues to rise and demand remains strong
                                                    • Figure 15: Household tablet ownership and plans on buying/upgrading a tablet in the next three months, by age, April 2013 – April 2014
                                                  • Ultrabooks and hybrids attempt to offset declining PC market
                                                    • Figure 16: Worldwide device shipments, by segment, 2012 - 15
                                                  • New processors from Intel, Nvidia and AMD to improve laptop and Ultrabook performance
                                                    • Windows 8.1 introduced to solve Windows 8 issues
                                                      • Figure 17: Top five operating systems in the UK, by usage, January 2010 – Ma y 2014
                                                    • Growth in Chrome OS products
                                                      • Sony leaves the PC market
                                                        • Online reviews are influential in laptop and desktop PC purchases
                                                          • Figure 18: Factors that influence the purchase of consumer laptop/desktop PCs, April 2014
                                                      • Who’s Innovating?

                                                        • Key points
                                                          • Asus introduces 3-in-1 hybrid
                                                            • Figure 19: Asus Transformer Book V hybrid laptop, launching in Q4 2014
                                                          • Manufacturers pushing for even thinner laptops
                                                            • Dell driving wireless technology development
                                                              • Apek launches the MaxPad; the world’s first Windows 8.1 touchscreen TV
                                                              • Market Size, Segmentation and Forecast

                                                                • Key points
                                                                  • Market size
                                                                    • Figure 20: UK combined consumer desktop and laptop computer market size, by volume and value, 2009-14
                                                                  • Volume trends by segment
                                                                    • Figure 21: UK desktop and laptop computer market size, by volume sales, 2009-14
                                                                    • Figure 22: UK desktop and laptop computer market size, by volume, 2009-19
                                                                  • Value trends by segment
                                                                    • Figure 23: UK desktop and laptop computer market size, by value sales, 2009-14
                                                                  • Falling ASPs begin to stabilise
                                                                    • Figure 24: UK average selling prices of desktop and laptop computers, 2009-14
                                                                  • Market forecasts
                                                                    • Total market
                                                                      • Figure 25: UK combined desktop and laptop computer market size, by volume, 2009 -19
                                                                      • Figure 26: UK combined desktop and laptop computer market size, by volume, 2009-19
                                                                      • Figure 27: UK combined desktop and laptop computer market size, by value, 2009-19
                                                                      • Figure 28: UK combined desktop and laptop computer market size, by value, 2009-19
                                                                    • Desktop computers
                                                                      • Figure 29: UK desktop computer market size, by volume, 2009-19
                                                                      • Figure 30: UK desktop computer market size, by volume, 2009-19
                                                                      • Figure 31: UK desktop computer market size, by value, 2009-19
                                                                      • Figure 32: UK desktop computer market size, by value, 2009-19
                                                                    • Laptop computers
                                                                      • Figure 33: UK laptop computer market size, by volume, 2009-19
                                                                      • Figure 34: UK laptop computer market size, by volume, 2009-19
                                                                      • Figure 35: UK laptop computer market size, by value, 2009-19
                                                                      • Figure 36: UK laptop computer market size, by value, 2009-19
                                                                    • Methodology
                                                                    • Market Share

                                                                      • Key points
                                                                        • Lenovo continues its rise to jump into third position
                                                                          • Figure 37: Estimated shares of the UK desktop and laptop market, by volume, 2012 and 2013
                                                                      • Companies and Products

                                                                        • Key points
                                                                          • Acer Inc
                                                                            • Company overview
                                                                              • Product range
                                                                                • Financials
                                                                                  • Figure 38: Key financials for Acer Group, 2009 - 13
                                                                                • Recent activity
                                                                                  • Strategy
                                                                                    • Apple Inc.
                                                                                      • Company overview
                                                                                        • Product range
                                                                                          • Financials
                                                                                            • Figure 39: Key financials for Apple Inc., 2009 - 13
                                                                                            • Figure 40: Sales of Mac computers, 2009 - 2013
                                                                                          • Recent activity
                                                                                            • Strategy
                                                                                              • Dell Inc
                                                                                                • Company overview
                                                                                                  • Product range
                                                                                                    • Financials
                                                                                                      • Figure 41: Key financials for Dell, 2010 – 13
                                                                                                    • Recent activity
                                                                                                      • Strategy
                                                                                                        • Hewlett-Packard Company
                                                                                                          • Company overview
                                                                                                            • Product range
                                                                                                              • Financials
                                                                                                                • Figure 42: Key financials for Hewlett-Packard, 2009 - 13
                                                                                                                • Figure 43: Revenue by business segment for Hewlett-Packard, 2011-13
                                                                                                              • Recent activity
                                                                                                                • Strategy
                                                                                                                  • Lenovo Group Ltd
                                                                                                                    • Company overview
                                                                                                                      • Product range
                                                                                                                        • Financials
                                                                                                                          • Figure 44: Key financials for Lenovo, 2010-14
                                                                                                                        • Recent activity
                                                                                                                          • Strategy
                                                                                                                            • Samsung Electronics
                                                                                                                              • Company overview
                                                                                                                                • Product range
                                                                                                                                  • Financials
                                                                                                                                    • Figure 45: Key financials for Samsung Electronics Co Ltd., 2009-13
                                                                                                                                  • Recent activity
                                                                                                                                    • Strategy
                                                                                                                                      • Toshiba Corporation
                                                                                                                                        • Company overview
                                                                                                                                          • Product range
                                                                                                                                            • Financials
                                                                                                                                              • Figure 46: Key financials for Toshiba Corp, 2010 -14
                                                                                                                                            • Recent activity
                                                                                                                                              • Strategy
                                                                                                                                              • Brand Research

                                                                                                                                                • Brand map
                                                                                                                                                    • Figure 47: Attitudes towards and usage of brands in the desktop and laptop computer sector, June 2014
                                                                                                                                                  • Correspondence analysis
                                                                                                                                                    • Brand attitudes
                                                                                                                                                      • Figure 48: Attitudes, by desktop and laptop computer brand, June 2014
                                                                                                                                                    • Brand personality
                                                                                                                                                      • Figure 49: Desktop and laptop computer brand personality – macro image, June 2014
                                                                                                                                                      • Figure 50: Desktop and laptop computer brand personality – micro image, June 2014
                                                                                                                                                    • Brand experience
                                                                                                                                                      • Figure 51: Desktop and laptop computer brand usage, June 2014
                                                                                                                                                      • Figure 52: Satisfaction with various desktop and laptop computer brands, June 2014
                                                                                                                                                      • Figure 53: Consideration of desktop and laptop computer brands, June 2014
                                                                                                                                                      • Figure 54: Consumer perceptions of current desktop and laptop computer brand performance, June 2014
                                                                                                                                                    • Brand recommendation
                                                                                                                                                      • Figure 55: Likely recommendation of selected desktop and laptop computer brands, June 2014
                                                                                                                                                      • Figure 56: Likely recommendation of selected desktop and laptop computer brands, June 2014 (continued)
                                                                                                                                                  • Brand Communication and Promotion

                                                                                                                                                    • Key points
                                                                                                                                                      • Google continued to push Chromebooks in 2013
                                                                                                                                                        • Figure 57: Advertising expenditure within the laptop and desktop computer market, 2010-13
                                                                                                                                                      • Dell turns to social media in order to thank its customers
                                                                                                                                                        • Figure 58: Advertising expenditure within the laptop and desktop computer market, by media type, 2010-13
                                                                                                                                                    • The Consumer - Ownership and Plans to Purchase Computers

                                                                                                                                                      • Key points
                                                                                                                                                        • Tablet ownership to surpass desktops in 2015
                                                                                                                                                          • Figure 59: Household ownership of computers, April 2013 - June 2014
                                                                                                                                                        • Demographic breakdown
                                                                                                                                                          • Older consumers cling to desktops
                                                                                                                                                            • Figure 60: Household ownership of computers, by age, June 2014
                                                                                                                                                          • New form factors stimulating interest in laptops
                                                                                                                                                            • Figure 61: Types of computers that consumers are interested in purchasing in the next 12 months, June 2014
                                                                                                                                                          • Gaming drives stronger interest in desktops among men
                                                                                                                                                            • Figure 62: Types of computers that consumers are interested in purchasing in the next 12 months, by gender, June 2014
                                                                                                                                                          • All-in-one desktops lose out to tower units
                                                                                                                                                            • Figure 63: Types of desktop computer that consumers are interested in purchasing in the next 12 months, June 2014
                                                                                                                                                            • Figure 64: Types of desktop computer that consumers are interested in purchasing in the next 12 months, by gender, June 2014
                                                                                                                                                          • Notebooks still popular with consumers
                                                                                                                                                            • Figure 65: Types of laptop computer that consumers are interested in purchasing in the next 12 months, June 2014
                                                                                                                                                          • Consumers open to multiple laptop formats
                                                                                                                                                            • Figure 66: Types of laptop computer that consumers are interested in purchasing in the next 12 months, by Types of laptop computer that consumers are interested in purchasing in the next 12 months, June 2014
                                                                                                                                                          • Ultrabooks favoured by the young
                                                                                                                                                            • Figure 67: Types of laptop computer that consumers are interested in purchasing in the next 12 months, by age, June 2014
                                                                                                                                                        • The Consumer – Operating System Used and Attitudes towards Windows 8/8.1

                                                                                                                                                          • Key points
                                                                                                                                                            • Nine out of ten PC owners still use Windows at home
                                                                                                                                                              • Figure 68: Operating system used on desktop and laptop PCs, June 2014
                                                                                                                                                            • Almost one fifth of 16-24s don’t use Windows as their main operating system
                                                                                                                                                              • Figure 69: Operating system used, by age, June 2014
                                                                                                                                                            • Only a quarter of Windows users have upgraded to 8/8.1
                                                                                                                                                              • Figure 70: Version of Windows operating system used, June 2014
                                                                                                                                                            • Demographic breakdown
                                                                                                                                                              • Men more likely to have upgraded to Windows 8.1
                                                                                                                                                                • Figure 71: Users of Windows 8 and Windows 8.1, by gender, June 2014
                                                                                                                                                              • A third of Windows users aged 16-24 have upgraded to version 8 or 8.1
                                                                                                                                                                • Figure 72: Users of Windows 8 or Windows 8.1, by age, June 2014
                                                                                                                                                              • More than half of Windows users are happy with their current version
                                                                                                                                                                • Figure 73: Attitudes towards the Windows operating system, June 2014
                                                                                                                                                            • The Consumer – Chromebooks

                                                                                                                                                              • Key points
                                                                                                                                                                • Only one in five consumers understands Chromebook’s point of difference
                                                                                                                                                                  • Figure 74: Consumer awareness of Chromebooks, June 2014
                                                                                                                                                                • Almost a third of consumers are interested in buying a Chromebook in the future
                                                                                                                                                                  • Figure 75: Interest in buying Chromebooks, among those who have heard of Chromebooks previously, June 2014
                                                                                                                                                                  • Figure 76: Interest in buying Chromebooks, among those who have not heard of Chromebooks previously, June 2014
                                                                                                                                                                • Demographic breakdown
                                                                                                                                                                  • Young people more likely to have heard of Chromebooks
                                                                                                                                                                    • Figure 77: Awareness of Chromebooks, by age, June 2014
                                                                                                                                                                  • Men more likely to be aware of and have understanding of Chromebooks
                                                                                                                                                                    • Figure 78: Awareness of Chromebooks, by gender, June 2014
                                                                                                                                                                  • Men show more interest than women in Chromebooks
                                                                                                                                                                    • Figure 79: Interest in buying Chromebooks, by gender, June 2014
                                                                                                                                                                  • Reliance on the internet seen as the biggest drawback for Chromebooks
                                                                                                                                                                    • Figure 80: Barriers to buying Chromebooks, June 2014
                                                                                                                                                                  • Limited storage space and product support are barriers for 16-24s
                                                                                                                                                                    • Figure 81: Barriers to buying Chromebooks, by age, June 2014
                                                                                                                                                                • The Consumer – Factors Influencing Choice of Computer

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Bigger and sharper displays more important for desktop users
                                                                                                                                                                      • Figure 82: Factors that would be of most importance to consumers when purchasing a new desktop/laptop computer, June 2014
                                                                                                                                                                    • Speed, responsiveness and affordability of laptops more important to women
                                                                                                                                                                      • Figure 83: Factors that would be of most importance to consumers when purchasing a new laptop computer in the next 12 months, by gender, June 2014
                                                                                                                                                                  • Appendix – Market Size and Segmentation

                                                                                                                                                                      • Figure 84: Value forecast for the UK desktop and laptop computer market, best- and worst-case scenarios, 2014-19
                                                                                                                                                                      • Figure 85: Volume forecast for the UK desktop and laptop computer market, best- and worst-case scenarios, 2014-19
                                                                                                                                                                      • Figure 86: Value forecast for the UK desktop computer market, best- and worst-case scenarios, 2014-19
                                                                                                                                                                      • Figure 87: Volume forecast for the UK desktop computer market, best- and worst-case scenarios, 2014-19
                                                                                                                                                                      • Figure 88: Value forecast for the UK laptop computer market, best- and worst-case scenarios, 2014-19
                                                                                                                                                                      • Figure 89: Volume forecast for the UK laptop computer market, best- and worst-case scenarios, 2014-19
                                                                                                                                                                  • Appendix – Brand Research

                                                                                                                                                                      • Figure 90: Brand usage, June 2014
                                                                                                                                                                      • Figure 91: Brand commitment, June 2014
                                                                                                                                                                      • Figure 92: Brand momentum, June 2014
                                                                                                                                                                      • Figure 93: Brand diversity, June 2014
                                                                                                                                                                      • Figure 94: Brand satisfaction, June 2014
                                                                                                                                                                      • Figure 95: Brand recommendation, June 2014
                                                                                                                                                                      • Figure 96: Brand attitude, June 2014
                                                                                                                                                                      • Figure 97: Brand image – macro image, June 2014
                                                                                                                                                                      • Figure 98: Brand image – micro image, June 2014
                                                                                                                                                                  • Appendix – The Consumer - Ownership and Plans to Purchase Computers

                                                                                                                                                                      • Figure 99: Household ownership of computers, June 2014
                                                                                                                                                                      • Figure 100: Household ownership of computers, by demographics, June 2014
                                                                                                                                                                      • Figure 101: Types of computer that consumers are interested in purchasing in the next 12 months, June 2014
                                                                                                                                                                      • Figure 102: Types of computer that consumers are interested in purchasing in the next 12 months, by demographics, June 2014
                                                                                                                                                                      • Figure 103: Types of desktop computer that consumers are interested in purchasing in the next 12 months, June 2014
                                                                                                                                                                      • Figure 104: Types of desktop computer that consumers are interested in purchasing in the next 12 months, by demographics, June 2014
                                                                                                                                                                      • Figure 105: Types of laptop computer that consumers are interested in purchasing in the next 12 months, June 2014
                                                                                                                                                                      • Figure 106: Types of laptop computer that consumers are interested in purchasing in the next 12 months, by demographics, June 2014
                                                                                                                                                                      • Figure 107: Types of computer that consumers are interested in purchasing in the next 12 months, by types of computer that consumers are interested in purchasing in the next 12 months, June 2014
                                                                                                                                                                  • Appendix – The Consumer - Operating Systems Used and Attitudes towards Upgrading to Windows 8/8.1

                                                                                                                                                                      • Figure 108: Operating systems used on desktops and laptops, June 2014
                                                                                                                                                                      • Figure 109: Operating systems used on desktops and laptops, by demographics, June 2014
                                                                                                                                                                      • Figure 110: Version of windows operating system used, June 2014
                                                                                                                                                                      • Figure 111: Version of windows operating system used, by demographics, June 2014
                                                                                                                                                                      • Figure 112: Version of windows operating system used, by demographics, June 2014 (continued)
                                                                                                                                                                      • Figure 113: Attitudes towards the windows operating system, June 2014
                                                                                                                                                                      • Figure 114: Attitudes towards the windows operating system, by demographics, June 2014
                                                                                                                                                                      • Figure 115: Attitudes towards the windows operating system, by demographics, June 2014 (continued)
                                                                                                                                                                  • Appendix – The Consumer – Chromebooks

                                                                                                                                                                      • Figure 116: Consumer awareness of Chromebooks, June 2014
                                                                                                                                                                      • Figure 117: Consumer awareness of Chromebooks, by demographics, June 2014
                                                                                                                                                                      • Figure 118: Interest in buying Chromebooks, among those who have heard of Chromebooks previously, June 2014
                                                                                                                                                                      • Figure 119: Interest in buying Chromebooks, among those who have heard of Chromebooks previously, by demographics, June 2014
                                                                                                                                                                      • Figure 120: Interest in buying Chromebooks, among those who have heard of Chromebooks previously, June 2014
                                                                                                                                                                      • Figure 121: Interest in buying Chromebooks, among those who have not heard of Chromebooks previously, BY demographics, June 2014
                                                                                                                                                                      • Figure 122: Interest in buying Chromebooks (all consumers), June 2014
                                                                                                                                                                      • Figure 123: Interest in buying Chromebooks (all consumers), by demographics, June 2014
                                                                                                                                                                      • Figure 124: Barriers to buying Chromebooks, June 2014
                                                                                                                                                                      • Figure 125: Barriers to buying Chromebooks, by demographics, June 2014
                                                                                                                                                                  • Appendix – The Consumer - Factors that Influence Choice of Computer

                                                                                                                                                                      • Figure 126: Factors that would be of most importance to consumers when purchasing a new desktop computer, June 2014
                                                                                                                                                                      • Figure 127: Factors that would be of most importance to consumers when purchasing a new desktop computer, June 2014
                                                                                                                                                                      • Figure 128: Factors that would be of most importance to consumers when purchasing a new desktop computer, June 2014 (continued)
                                                                                                                                                                      • Figure 129: Factors that would be of most importance to consumers when purchasing a new desktop computer, June 2014 (continued)
                                                                                                                                                                      • Figure 130: Factors that would be of most importance to consumers when purchasing a new laptop computer, June 2014
                                                                                                                                                                      • Figure 131: Factors that would be of most importance to consumers when purchasing a new laptop computer, by demographics, June 2014
                                                                                                                                                                      • Figure 132: Factors that would be of most importance to consumers when purchasing a new laptop computer, by demographics, June 2014 (continued)
                                                                                                                                                                      • Figure 133: Factors that would be of most importance to consumers when purchasing a new laptop computer, by demographics, June 2014 (continued)

                                                                                                                                                                  Companies Covered

                                                                                                                                                                  • Acer
                                                                                                                                                                  • Acer Inc.
                                                                                                                                                                  • Alienware Corporation
                                                                                                                                                                  • Apple, Inc
                                                                                                                                                                  • Aspire Media
                                                                                                                                                                  • Channel 4
                                                                                                                                                                  • Consumer Electronics Association
                                                                                                                                                                  • Dell Inc.
                                                                                                                                                                  • Google UK
                                                                                                                                                                  • Google, Inc.
                                                                                                                                                                  • Hewlett-Packard Ltd (UK)
                                                                                                                                                                  • International Business Machines Corporation (IBM)
                                                                                                                                                                  • Lenovo Group Limited
                                                                                                                                                                  • Microsoft Corporation
                                                                                                                                                                  • Microsoft Ltd (UK)
                                                                                                                                                                  • Motorola Mobility Holdings
                                                                                                                                                                  • Samsung Electronics (UK) Ltd
                                                                                                                                                                  • Sony (UK) Ltd
                                                                                                                                                                  • Toshiba Corporation

                                                                                                                                                                  Desktop and Laptop Computers - UK - August 2014

                                                                                                                                                                  US $2,478.79 (Excl.Tax)