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Desktop and Laptop PCs - UK - August 2015

"While volumes are forecast to continue to decline, constant innovation and improved mobile concepts will help to revive the market and contain short-term decrease rates, particularly with the launch of Windows 10 in July 2015, which is anticipated to boost consumer demand."

- Sara Ballaben, Technology Analyst

This report covers the following areas: 

  • Maintaining the appeal of desktops
  • Combating the threat of tablets

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this report
      • Executive Summary

        • Market to stabilise in 2015
          • Figure 1: Forecast for the value of the UK computer market, by segment, 2010-20
        • Tablets more popular than desktops in 2015
          • Figure 2: Ownership of technology products, June 2014 and June 2015
        • Computers enter less traditional domains
          • Figure 3: Activities performed on devices owned/in the household (desktops, laptops or tablets), June 2015
        • Computers still preferred for more productive tasks
          • Figure 4: Activities performed, by device most used for each activity, June 2015
        • All-in-one desktops rising in popularity
          • Figure 5: Formats of desktop computers that consumers would be interested in buying in the next 12 months, June 2015
        • New laptop formats on an uptrend
          • Figure 6: Formats of laptop computers that consumers would be interested in buying in the next 12 months, June 2015
        • Tablet-like features not a priority for consumers
          • Figure 7: Important features when buying a desktop or laptop, June 2015
        • Tablets unlikely to replace computers
          • Figure 8: Attitudes towards desktops, laptops and tablets, June 2015
      • Issues and Insights

        • Maintaining the appeal of desktops
          • The facts
            • The implications
              • Combating the threat of tablets
                • The facts
                  • The implications
                  • The Market – What You Need to Know

                    • Market to stabilise in 2015
                      • In-store displays can drive purchasing decisions
                        • Basic users turn to smartphones and tablets
                          • Cloud computing boosts sales of Ultramobiles
                            • Launch of Windows 10 expected to revive the market
                            • Market Size, Segmentation and Forecast

                              • 2014 a positive year for the PC market
                                  • Figure 9: Forecast for the value of the UK computer market, by segment, 2010-20
                                • Market to stabilise in 2015
                                  • Figure 10: Forecast for the value of the UK computer market, 2010-20
                                  • Figure 11: Forecast for the value of the UK computer market, 2010-20
                                • Longer replacement cycles impact sales volumes
                                  • Figure 12: Forecast for the volume of the UK computer market, by segment, 2010-20
                                • Desktops drive average selling prices up
                                  • Figure 13: UK average selling prices of desktops and laptops, 2010-20
                                  • Figure 14: Forecast for the volume of the UK computer market, 2010-20
                                  • Figure 15: Forecast for the volume of the UK computer market, 2010-20
                                • New concepts could help to revive laptop market
                                  • Figure 16: Forecast for the value of the UK laptop market, 2010-20
                                  • Figure 17: Forecast for the value of the UK laptop market, 2010-20
                                  • Figure 18: Forecast for the volume of the UK laptop market, 2010-20
                                  • Figure 19: Forecast for the volume of the UK laptop market, 2010-20
                                • Preventing desktops from becoming a niche product
                                  • Figure 20: Forecast for the value of the UK desktop market, 2010-20
                                  • Figure 21: Forecast for the value of the UK desktop market, 2010-20
                                  • Figure 22: Forecast for the volume of the UK desktop market, 2010-20
                                  • Figure 23: Forecast for the volume of the UK desktop market, 2010-20
                              • Channels to Market

                                • Consumers tend to shop around for computers online
                                  • Figure 24: Websites used and stores visited to shop around for laptop and desktop computers, April 2015
                                • In-store displays can still drive purchasing decisions
                                  • Figure 25: Stores visited and websites used to buy desktop/laptop computers, April 2015
                              • Market Drivers

                                • Basic users turn to smartphones and tablets
                                  • Figure 26: Household ownership of desktops, laptops and tablets, and personal ownership of smartphones, January 2012-June 2015
                                • Cloud computing boosts sales of Ultramobiles
                                  • Figure 27: Worldwide device shipments, by segment, 2013-16
                                • Launch of Windows 10 expected to revive the market
                                  • Microsoft targets gamers
                                    • PC manufacturers awaiting Intel’s sixth-generation processors
                                    • Key Players – What You Need to Know

                                      • Lenovo gains second position in the UK market
                                        • Specialist computer brands struggle to differentiate their brand image
                                          • Marketing budgets shift to digital advertising
                                            • Small form factors get smaller
                                              • Smartphones get at the heart of your ecosystem
                                                • Laptops go wireless
                                                • Market Share

                                                  • Lenovo gains second position in the UK market
                                                    • Figure 28: Estimated shares of the UK desktop and laptop market, by volume, 2013 and 2014
                                                  • Samsung exits UK PC market
                                                  • Brand Research

                                                      • Brand map
                                                        • Figure 29: Attitudes towards and usage of selected technology brands, June 2015
                                                      • Key brand metrics
                                                        • Figure 30: Key metrics for selected technology brands, June 2015
                                                      • Brand attitudes: Acer, ASUS and Lenovo appear to rely on price
                                                        • Figure 31: Attitudes, by selected technology brand, June 2015
                                                      • Brand personality: Majority of brands struggle to create upbeat connotations
                                                        • Figure 32: Brand personality – Macro image, June 2015
                                                      • Only Apple and Samsung avoid mainly functional attributes
                                                        • Figure 33: Brand personality – Micro image, June 2015
                                                      • Brand analysis
                                                        • Samsung offers an all-round brand that holds wide appeal
                                                          • Figure 34: User profile of Samsung, June 2015
                                                        • Apple’s stylish and innovative image proves particularly attractive to 16-24s
                                                          • Figure 35: User profile of Apple, June 2015
                                                        • Hewlett-Packard offers functionality combined with strong reputation
                                                          • Figure 36: User profile of Hewlett-Packard, June 2015
                                                        • ASUS’ performance suggests a brand with potential
                                                          • Figure 37: User profile of ASUS, June 2015
                                                        • Acer has immediate association with value, promoting usage in lower-income households
                                                          • Figure 38: User profile of Acer, June 2015
                                                        • Dell shares similar associations with Toshiba, built on reputation
                                                          • Figure 39: User profile of Dell, June 2015
                                                        • Toshiba has a stronger image among lower income groups than Dell
                                                          • Figure 40: User profile of Toshiba, June 2015
                                                        • Lenovo lacks awareness but has built up core associations quickly
                                                          • Figure 41: User profile of Lenovo, June 2015
                                                      • Brand Communication and Promotion

                                                        • Above-the-line spend declines as companies focus on digital
                                                          • Figure 42: Recorded above-the-line, online display and direct mail total advertising expenditure on desktops and laptops, by media type, 2013 and 2014
                                                        • Manufacturers dominate traditional advertising channels
                                                          • Figure 43: Top 10 companies for recorded above-the-line, online display and direct mail total advertising expenditure on desktops and laptops, 2014
                                                        • Methodology and coverage
                                                        • Launch Activity and Innovation

                                                          • Small form factors get smaller
                                                            • Figure 44: Intel’s Compute Stick, January 2015
                                                            • Figure 45: ASUS-manufactured Chromebit. April 2015
                                                            • Figure 46: Quanta’s Compute Plug, June 2015
                                                          • Smartphones get at the heart of your ecosystem
                                                            • Figure 47: Intel’s Remote Keyboard app interface, June 2015
                                                            • Figure 48: Samsung’s dual OS hybrid device, May 2015
                                                          • Laptops go wireless
                                                            • Figure 49: Dell’s Wireless Dock featuring Intel’s WiGig technology, April 2015
                                                          • HP re-invents the desktop
                                                            • Figure 50: Sprout by HP, November 2014
                                                          • Kids can code their own
                                                            • Figure 51: Kano’s computer and coding kit, September 2014
                                                        • The Consumer – What You Need to Know

                                                          • Tablets more popular than desktops in 2015
                                                            • Computers enter less traditional domains
                                                              • Computers still preferred for more productive tasks
                                                                • The potential of all-in-one desktops and small form factors
                                                                  • New laptop formats on an uptrend
                                                                    • Tablets unlikely to replace computers
                                                                    • Ownership of Desktops and Laptops

                                                                      • Tablets more popular than desktops in 2015
                                                                        • Figure 52: Ownership of technology products, June 2014 and June 2015
                                                                      • Desktops still appeal to certain niches
                                                                        • Tower units dominate the desktop market
                                                                          • Figure 53: Ownership of desktop computers, by format, June 2015
                                                                        • New formats only account for about a fifth of laptop owners
                                                                          • Figure 54: Ownership of laptop computers, by format, June 2015
                                                                        • Chromebooks drive growth of new form factors
                                                                        • Activities Performed

                                                                          • Computers enter less traditional domains
                                                                            • Figure 55: Activities performed on devices owned/in the household (desktops, laptops or tablets), June 2015
                                                                          • Young consumers make the most of their devices
                                                                            • Figure 56: Activities performed on devices owned/in the household, by age, June 2015
                                                                          • Different usage habits create different marketing opportunities
                                                                            • Computers still preferred for more productive tasks
                                                                              • Figure 57: Activities performed, by device most used for each activity, June 2015
                                                                          • Purchase Intentions

                                                                            • Laptops continue to attract new buyers
                                                                              • Figure 58: Technology products that consumers would consider purchasing/upgrading in the next 12 months, June 2014 and June 2015
                                                                            • All-in-one desktops rising in popularity
                                                                              • Figure 59: Formats of desktop computers that consumers would be interested in buying in the next 12 months, June 2015
                                                                            • The potential of small form factors
                                                                              • New laptop formats on an uptrend
                                                                                • Figure 60: Formats of laptop computers that consumers would be interested in buying in the next 12 months, June 2015
                                                                              • Almost half of potential buyers are unsure about their next laptop
                                                                              • Important Features of Desktops and Laptops

                                                                                • Tablet-like features not a priority for consumers
                                                                                  • Figure 61: Important features when buying a desktop or laptop, June 2015
                                                                                • Segmentation is key to successful marketing
                                                                                  • Figure 62: Important features when buying a desktop or laptop, by gender, June 2015
                                                                                  • Figure 63: Important features when buying a desktop or laptop, by age, June 2015
                                                                                • Gamers are the most difficult to please
                                                                                  • Figure 64: Acer’s Predator gaming desktop PC, April 2015
                                                                              • Attitudes towards Desktops, Laptops and Tablets

                                                                                • Over half of consumers would pay more for the convenience of laptops
                                                                                  • Figure 65: Attitudes towards desktops, laptops and tablets, June 2015
                                                                                • Tablets unlikely to replace computers
                                                                                  • Know your audience
                                                                                    • Figure 66: Target groups, June 2015
                                                                                  • Unconventional Youths
                                                                                    • Basic Users
                                                                                      • Disengaged Traditionalists
                                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                        • Data sources
                                                                                          • Abbreviations
                                                                                            • Market size and forecast
                                                                                              • Fan chart forecast
                                                                                                • Value
                                                                                                  • Figure 67: Best- and worst-case forecast for the value of the UK computer market, 2015-20
                                                                                                  • Figure 68: Best- and worst-case forecast for the value of the UK desktop market, 2015-20
                                                                                                  • Figure 69: Best- and worst-case forecast for the value of the UK laptop market, 2015-20
                                                                                                • Volume
                                                                                                  • Figure 70: Best- and worst-case forecast for the volume of the UK computer market, 2015-20
                                                                                                  • Figure 71: Best- and worst-case forecast for the volume of the UK desktop market, 2015-20
                                                                                                  • Figure 72: Best- and worst-case forecast for the volume of the UK laptop market, 2015-20
                                                                                                • Brand research
                                                                                                  • Brand map

                                                                                                  Companies Covered

                                                                                                  • Microsoft Ltd (UK)

                                                                                                  Desktop and Laptop PCs - UK - August 2015

                                                                                                  £1,995.00 (Excl.Tax)