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Desktop, Laptop and Tablet Computers - UK - August 2011

For this report, the term “desktop” refers to a computer that is intended for regular use at a single location. It encompasses towers (which stand upright) and those designed to lay flat (both of which generally have external displays) as well as all-in-one computers with integrated monitors.

The term “laptop” in this report refers to a computer for mobile use, which has display, keyboard, pointing device, and speakers integrated into one unit. The definition encompasses netbooks, notebooks, as well as ultra-portables.

The term “tablet” in this report refers to a slate-style computer for mobile use, with an integrated touch screen primarily operated by touch as opposed to digital pen, stylus, or external keyboard. It excludes convertible notebooks, sometimes also known as tablet computers, which are laptops with a swivel monitor. It also excludes any smartphone/tablet hybrids that can make calls via mobile voice networks, such as the Dell Streak 5.

Crown copyright material is reproduced with the permission of the Controller of HMSO and the Queen’s Printer for Scotland.

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Volume forecast of desktops, 2006-16
              • Figure 2: Volume forecast of laptops, 2006-16
            • Rising computer ownership
              • Electronics retailers are top choice for buying computers, for now
                • Market factors
                  • Figure 3: CPI for all items vs. CPI for information processing equipment, May 2005-May 2011
                • Cost of computers
                  • New form factors
                    • Companies, brands and innovation
                      • Figure 4: Attitudes towards and usage of desktop, laptop and tablet computer brands, June 2011
                    • The consumer
                      • Current ownership
                        • Figure 5: Ownership of computers in the home, by form factor, May 2011
                      • Buying intent
                        • Figure 6: Computer purchase intention in the next 12 months, May 2011
                      • Extended warranty
                        • What we think
                        • Issues in the Market

                            • How will the market for desktops and laptops fare with the entry of tablet computers?
                              • What can bricks and mortar retailers do to attract customers shopping for computers?
                                • How do consumers perceive personal computer ecosystems and how will it evolve?
                                  • To what extent are tablet computers shared in the home and what does it mean for manufacturers and advertisers?
                                  • Future Opportunities

                                      • Trend: Guiding Choice
                                        • Trend: Moral Brand
                                        • Internal Market Environment

                                          • Key points
                                            • Computers ownership trend
                                              • Figure 7: Trend in computer ownership in the household, 2009-11
                                              • Figure 8: Trend in the number of computers in households, 2006-10
                                            • Falling cost of computers
                                              • Figure 9: CPI for all items vs. CPI for information processing equipment, May 2005-May 2011
                                            • Spending priorities
                                              • Figure 10: How extra money after bills was anticipated to be used, November 2009-June 2011
                                          • Broader Market Environment

                                            • Key points
                                              • Fragile economic recovery
                                                • Figure 11: GDP quarterly percentage change, Q1 2004-Q2 2011
                                              • Interest rates to remain low despite inflation
                                                • Low consumer confidence to continue
                                                  • Figure 12: GFK NOP Consumer Confidence Index, January 1988-July 2011
                                                • Impact of March 2011 earthquake and tsunami
                                                  • Impact of exchange rates
                                                    • Figure 13: Pound Sterling against broad effective exchange rate, Japanese Yen, Taiwan Dollars, and Chinese Yuan, June 2006-June 2011
                                                • Competitive Context

                                                  • Key points
                                                      • Figure 14: Activities for which the most recently bought computer is used, 2009-10
                                                    • E-readers
                                                      • Video games consoles
                                                        • Figure 15: Hardware features influencing the purchase of a static games console, May 2010
                                                      • Smartphones
                                                        • Figure 16: Services/Activities used through mobile internet in the last 12 months, 2010
                                                      • Televisions
                                                        • Figure 17: Broadband penetration and computer ownership, 2007-10
                                                    • Who’s Innovating?

                                                      • Key points
                                                        • New form factors
                                                          • Dual screen devices
                                                            • Dual boot devices
                                                              • Optimised for pen input
                                                                • Convertible tablets
                                                                  • Glasses-free 3D viewing
                                                                    • ‘Appification’ of software
                                                                      • The consumer cloud and integrated ecosystems
                                                                        • Google Chromebook
                                                                          • Apple’s iCloud
                                                                            • Is Amazon’s tablet coming?
                                                                              • Microsoft eyes the cloud as winning strategy
                                                                                • Focusing on customer service in retail outlets
                                                                                • Market Size and Forecast

                                                                                  • Key points
                                                                                    • Desktop, laptop, and tablet computers
                                                                                      • Desktops
                                                                                        • Figure 18: Volume and value of desktops, 2006-16
                                                                                      • Laptops
                                                                                        • Figure 19: Volume and value of laptops, 2006-16
                                                                                      • Tablets, the new kid on the block
                                                                                        • Forecasts
                                                                                          • Decline in desktops to continue
                                                                                            • Figure 20: Value forecast of desktops, 2006-16
                                                                                            • Figure 21: Volume forecast of desktops, 2006-16
                                                                                          • Laptops have not reached the end yet
                                                                                            • Figure 22: Value forecast of laptops, 2006-16
                                                                                            • Figure 23: Volume forecast of laptops, 2006-16
                                                                                          • Forecast methodology
                                                                                          • Companies and Products

                                                                                              • Figure 24: Top five operating systems in united kingdom, July 2008-June 2011
                                                                                            • Apple (OS X & iOS)
                                                                                              • Background and basic features
                                                                                                • Updates and work in progress
                                                                                                  • Google (Android and Chrome OS)
                                                                                                    • Background and basic features
                                                                                                      • Updates and work in progress
                                                                                                        • Hewlett-Packard (webOS)
                                                                                                          • Background and basic features
                                                                                                            • Updates and work in progress
                                                                                                              • Linux (Ubuntu)
                                                                                                                • Background and basic features
                                                                                                                  • Updates and work in progress
                                                                                                                    • Microsoft (Windows)
                                                                                                                      • Background and basic features
                                                                                                                        • Updates and work in progress
                                                                                                                          • Research in Motion (BlackBerry Tablet OS)
                                                                                                                            • Background and basic features
                                                                                                                              • Updates and work in progress
                                                                                                                              • Brand Research

                                                                                                                                • Brand map
                                                                                                                                    • Figure 25: Attitudes towards and usage of desktop, laptop and tablet computer brands, June 2011
                                                                                                                                  • Brand attitudes
                                                                                                                                    • Figure 26: Attitudes by desktop, laptop and tablet computer brand, June 2011
                                                                                                                                  • Brand personality
                                                                                                                                    • Figure 27: Desktop, laptop and tablet computer brand personality – macro image, June 2011
                                                                                                                                    • Figure 28: Desktop, laptop and tablet computer brand personality – micro image, June 2011
                                                                                                                                  • Correspondence analysis
                                                                                                                                    • Brand experience
                                                                                                                                      • Figure 29: Desktop, laptop and tablet computer brand usage, June 2011
                                                                                                                                      • Figure 30: Satisfaction with various desktop, laptop and tablet computer brands, June 2011
                                                                                                                                      • Figure 31: Consideration of desktop, laptop and tablet computer brands, June 2011
                                                                                                                                      • Figure 32: Consumer perceptions of current desktop, laptop and tablet computer brand performance, June 2011
                                                                                                                                      • Figure 33: Desktop, laptop and tablet computer brand recommendation – Net Promoter Score, June 2011
                                                                                                                                    • Brand index
                                                                                                                                      • Figure 34: Desktop, laptop and tablet computer brand index, June 2011
                                                                                                                                      • Figure 35: Desktop, laptop and tablet computer brand index vs. recommendation, June 2011
                                                                                                                                    • Target group analysis
                                                                                                                                      • Figure 36: Target groups, June 2011
                                                                                                                                      • Figure 37: Desktop, laptop and tablet computer brand usage, by target groups, June 2011
                                                                                                                                    • Group One – The Conformists
                                                                                                                                      • Group Two – Simply the Best
                                                                                                                                        • Group Three – Shelf Stalkers
                                                                                                                                          • Group Four – Habitual Shoppers
                                                                                                                                            • Group Five – The Individualists
                                                                                                                                            • Channels to Market

                                                                                                                                              • Key points
                                                                                                                                                • Figure 38: Retailer used for the most recent computer purchased for household use, May 2011
                                                                                                                                              • Electronics retailer is top choice, but for how long?
                                                                                                                                                  • Figure 39: Top ten online electronics retailer websites, by three month average unique internet visitors, June 2011
                                                                                                                                                • Direct from manufacturers
                                                                                                                                                  • Mixed goods retailers
                                                                                                                                                    • Figure 40: Top ten websites of mixed goods retailers who also sell computers, by three month average unique internet visitors, June 2011
                                                                                                                                                  • Grocery retailers
                                                                                                                                                    • Mobile phone stores
                                                                                                                                                    • Ownership Patterns

                                                                                                                                                      • Key points
                                                                                                                                                        • Computers in the house
                                                                                                                                                          • Figure 41: Ownership of any computers in the home, by household size, May 2011
                                                                                                                                                          • Figure 42: Ownership of computers in the home, by form factor, May 2011
                                                                                                                                                          • Figure 43: Average numbers of computers in the home, by household size May 2011
                                                                                                                                                        • Personal usage
                                                                                                                                                          • Figure 44: computers in the home personally used by respondents, by demographics, May 2011
                                                                                                                                                        • Laptops and netbooks
                                                                                                                                                          • Desktop computers
                                                                                                                                                            • Tablet computers
                                                                                                                                                              • To share or not to share
                                                                                                                                                                • Figure 45: computers in the home personally used by respondents, by usage from other members of household, May 2011
                                                                                                                                                            • Place of Purchase

                                                                                                                                                              • Key points
                                                                                                                                                                  • Figure 46: Place and method of purchase for most recent computer bought for household use, May 2010
                                                                                                                                                                • Electronics retailer still the top choice
                                                                                                                                                                  • More women than men buying in-store from electronics retailers
                                                                                                                                                                    • Figure 47: Importance of “discussion with knowledgeable staff” as a source of advice influencing computer purchase, May 2010
                                                                                                                                                                  • The young and the middle-aged
                                                                                                                                                                    • Figure 48: Consumers who purchased most recent computer bought for household use from electronics retailer in-store, by age, May 2010
                                                                                                                                                                  • Will consumers continue to defect from electronics retailers?
                                                                                                                                                                    • Figure 49: Consumers who purchased most recent computer bought for household use from electronics retailer in-store, by socio-economic group and daily personal internet usage, May 2010
                                                                                                                                                                  • Buying direct from manufacturer’s website
                                                                                                                                                                    • Figure 50: Consumers who purchased most recent computer bought for household use from manufacturer directly, by age, May 2010
                                                                                                                                                                    • Figure 51: Prices of entry level Macbook Pro vs. competitors with similar technical specifications, August 2011
                                                                                                                                                                  • Retailer vs. e-tailer
                                                                                                                                                                    • Figure 52: Place of purchase (in-store vs. online) for most recent computer bought for household use, by gender and age, May 2010
                                                                                                                                                                • Buying a New Computer

                                                                                                                                                                  • Key points
                                                                                                                                                                    • The most sought after form factor
                                                                                                                                                                      • Figure 53: Computer purchase intention in the next 12 months, May 2011
                                                                                                                                                                      • Figure 54: Tablet computer purchase intention in the next 12 months, by agreement with the statement “I am not convinced that a tablet computer is worth buying for personal use,” May 2011
                                                                                                                                                                    • Who wants a new computer?
                                                                                                                                                                      • Figure 55: Computer purchase intention in the next 12 months, by computer form factor, May 2011
                                                                                                                                                                      • Figure 56: Computer purchase intention in the next 12 months, by gender, age, and daily personal internet usage, May 2011
                                                                                                                                                                      • Figure 57: Computer purchase intention in the next 12 months, by socio-economic group and gross annual household income, May 2011
                                                                                                                                                                      • Figure 58: Computer purchase intention in the next 12 months, by presence of own children and household size, May 2011
                                                                                                                                                                    • Laptop computers
                                                                                                                                                                      • Desktop computers
                                                                                                                                                                        • Tablet computers
                                                                                                                                                                          • Figure 59: Tablet computer purchase intention in the next 12 months, by computers personally used by respondents, May 2011
                                                                                                                                                                        • Who do consumers trust for advice?
                                                                                                                                                                          • Figure 60: Source of advice influencing computer purchase, May 2011
                                                                                                                                                                      • What Features Do Consumers Want?

                                                                                                                                                                        • Key points
                                                                                                                                                                            • Figure 61: Features influencing computer purchases, May 2011
                                                                                                                                                                          • Speed and performance come up top
                                                                                                                                                                            • Screen size and age
                                                                                                                                                                              • Figure 62: Consumers who rate screen size as an important feature influencing computer purchases, by age, May 2011
                                                                                                                                                                            • Operating system and age
                                                                                                                                                                              • Figure 63: Consumers who rate operating system as an important feature influencing computer purchases, by age, May 2011
                                                                                                                                                                            • Warranty and after-sale support
                                                                                                                                                                              • Figure 64: Consumers who rate customer warranty and support from manufacturer as an important feature influencing computer purchases, by age, May 2011
                                                                                                                                                                            • The mobile generation
                                                                                                                                                                              • Figure 65: Consumers who rate 3G capability and weight as important features influencing computer purchases, by age, May 2011
                                                                                                                                                                              • Figure 66: Consumers who rate brand, design/appearance, and same brand as other electronic devices already owned as important features influencing computer purchases, by age, May 2011
                                                                                                                                                                            • Bundled software
                                                                                                                                                                              • Figure 67: Consumers who rate bundled software as an important feature influencing computer purchases, by age, May 2011
                                                                                                                                                                          • General Attitudes towards Computers

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Figure 68: Attitudes towards computer purchases, May 2011
                                                                                                                                                                            • Extended warranties are a waste of money
                                                                                                                                                                              • Figure 69: Consumers agreeing to the statement “Buying an extended warranty is a waste of money,” May 2011
                                                                                                                                                                            • Try before you buy
                                                                                                                                                                              • Tablet computers
                                                                                                                                                                                • Helping 16-24s get online with a new computer
                                                                                                                                                                                  • Figure 70: Consumers agreeing to the statement “Buying a computer from a mobile phone store bundled with a mobile internet contract is good value for money,” May 2011
                                                                                                                                                                                  • Figure 71: Consumers agreeing to the statement “I would be interested in leasing a computer rather than paying for it in full up front,” May 2011
                                                                                                                                                                                • Students are interested in leasing
                                                                                                                                                                                  • Do consumers care about computer ecosystems?
                                                                                                                                                                                    • Figure 72: Features influencing computer purchases, by consumers who agree/disagree to the statement “I prefer Apple computers over other brands,” May 2011
                                                                                                                                                                                • Appendix – Internal Market Environment

                                                                                                                                                                                    • Figure 73: Trend in number of computers in the household, 2006-10
                                                                                                                                                                                • Appendix – Competitive Context

                                                                                                                                                                                    • Figure 74: Activities for which the most recently bought computer is used, 2009-10
                                                                                                                                                                                    • Figure 75: Services/Activities used through mobile internet in the last 12 months, 2010
                                                                                                                                                                                • Appendix – Market Size and Forecast

                                                                                                                                                                                    • Figure 76: Value forecast of desktops, 2006-16
                                                                                                                                                                                    • Figure 77: Volume forecast of desktops. 2006-16
                                                                                                                                                                                    • Figure 78: Value forecast of laptops, 2006-16
                                                                                                                                                                                    • Figure 79: Volume forecast of laptops, 2006-16
                                                                                                                                                                                • Appendix – Brand Research

                                                                                                                                                                                    • Figure 80: Brand usage, July 2011
                                                                                                                                                                                    • Figure 81: Brand commitment, July 2011
                                                                                                                                                                                    • Figure 82: Brand momentum, July 2011
                                                                                                                                                                                    • Figure 83: Brand diversity, July 2011
                                                                                                                                                                                    • Figure 84: Brand satisfaction, July 2011
                                                                                                                                                                                    • Figure 85: Brand recommendation, July 2011
                                                                                                                                                                                    • Figure 86: Brand attitude, July 2011
                                                                                                                                                                                    • Figure 87: Brand image – macro image, July 2011
                                                                                                                                                                                    • Figure 88: Brand image – micro image, July 2011
                                                                                                                                                                                    • Figure 89: Profile of target group, by demographics, July 2011
                                                                                                                                                                                    • Figure 90: Psychographic segmentation, by target groups, July 2011
                                                                                                                                                                                    • Figure 91: Brand usage, by target group, July 2011
                                                                                                                                                                                  • Brand index
                                                                                                                                                                                    • Figure 92: Brand index, July 2011
                                                                                                                                                                                • Appendix – Ownership Patterns

                                                                                                                                                                                    • Figure 93: Ownership of laptops, desktops and tablet computers in household, May 2011
                                                                                                                                                                                    • Figure 94: Ownership of laptops, desktops and tablet computers in household, by demographics, May 2011
                                                                                                                                                                                    • Figure 95: Ownership of laptops, desktops and tablet computers in household by ownership of laptops, desktops and tablet computers in household, May 2011
                                                                                                                                                                                    • Figure 96: Ownership of laptops, by household size, May 2011
                                                                                                                                                                                    • Figure 97: Ownership of desktops, by household size, May 2011
                                                                                                                                                                                    • Figure 98: Ownership of tablets, by household size, May 2011
                                                                                                                                                                                    • Figure 99: Ownership of any computers (eg laptops, desktops, tablets), by household size, May 2011
                                                                                                                                                                                    • Figure 100: Usage of laptops, by household members, May 2011
                                                                                                                                                                                    • Figure 101: Usage of desktops, by household members, May 2011
                                                                                                                                                                                    • Figure 102: Usage of tablets, by household members, May 2011
                                                                                                                                                                                    • Figure 103: usage of laptops, desktops and tablet computers personally by respondent, May 2011
                                                                                                                                                                                    • Figure 104: Usage of laptops, by household members by usage of laptops, by household members, May 2011
                                                                                                                                                                                    • Figure 105: Usage of desktops, by household members by usage of desktops, by household members, May 2011
                                                                                                                                                                                    • Figure 106: Usage of tablets, by household members, by usage of tablets, by household members May 2011
                                                                                                                                                                                • Appendix – Place of Purchase

                                                                                                                                                                                    • Figure 107: Place and method of purchase for most recent computer bought for household use, May 2010
                                                                                                                                                                                    • Figure 108: Most popular place and method of purchase for most recent computer bought for household use, by demographics, May 2010
                                                                                                                                                                                    • Figure 109: Next most popular place and method of purchase for most recent computer bought for household use, by demographics, May 2010
                                                                                                                                                                                    • Figure 110: Other place and method of purchase for most recent computer bought for household use, by demographics, May 2010
                                                                                                                                                                                    • Figure 111: Place of purchase for most recent computer bought for household use, May 2011
                                                                                                                                                                                    • Figure 112: Most popular place of purchase for most recent computer bought for household use, May 2011
                                                                                                                                                                                    • Figure 113: Next most popular place of purchase for most recent computer bought for household use, May 2011
                                                                                                                                                                                    • Figure 114: Method of purchase for most recent computer bought for household use, May 2011
                                                                                                                                                                                    • Figure 115: Method of purchase for most recent computer bought for household use by demographics, May 2011
                                                                                                                                                                                • Appendix – Buying a New Computer

                                                                                                                                                                                    • Figure 116: Computer purchase intention in the next 12 months, May 2011
                                                                                                                                                                                    • Figure 117: Any computer purchase intention in the next 12 months, by demographics, May 2011
                                                                                                                                                                                    • Figure 118: Laptop or netbook purchase intention in the next 12 months, by demographics, May 2011
                                                                                                                                                                                    • Figure 119: Desktop purchase intention in the next 12 months, by demographics, May 2011
                                                                                                                                                                                    • Figure 120: Tablet purchase intention in the next 12 months, by demographics, May 2011
                                                                                                                                                                                    • Figure 121: Computer purchase intention in the next 12 months, by computers personally used by respondent, May 2011
                                                                                                                                                                                    • Figure 122: Computer purchase intention in the next 12 months, by ownership of laptops, desktops and tablet computers in household, May 2011
                                                                                                                                                                                    • Figure 123: Computer purchase intention in the next 12 months. by computer purchase intention in the next 12 months, May 2011
                                                                                                                                                                                    • Figure 124: Source of advice influencing computer purchase, May 2011
                                                                                                                                                                                    • Figure 125: Importance of ‘discussion with knowledgeable staff’ as a source of advice on computer purchases, by demographics, May 2011
                                                                                                                                                                                    • Figure 126: Importance of ‘Consumer generated reviews on the internet’ as a source of advice on computer purchases, by demographics, May 2011
                                                                                                                                                                                    • Figure 127: Importance of ‘Professional reviews online or in print’ as a source of advice on computer purchases, by demographics, May 2011
                                                                                                                                                                                    • Figure 128: importance of ‘Advice of family and friends’ as a source of advice on computer purchases, by demographics, May 2011
                                                                                                                                                                                    • Figure 129: Mean rank of source of advice influencing computer purchase, May 2011
                                                                                                                                                                                    • Figure 130: Mean rank of source of advice influencing computer purchase, by demographics, May 2011
                                                                                                                                                                                • Appendix – What Features Do Consumers Want?

                                                                                                                                                                                    • Figure 131: Features influencing computer purchases, May 2011
                                                                                                                                                                                    • Figure 132: 3G capability for mobile internet as an important feature affecting computer purchases, by demographics, May 2011
                                                                                                                                                                                    • Figure 133: Brand as an important feature affecting computer purchases, by demographics, May 2011
                                                                                                                                                                                    • Figure 134: Bundled software as an important feature affecting computer purchases, by demographics, May 2011
                                                                                                                                                                                    • Figure 135: Customer warranty & support from manufacturer as an important feature affecting computer purchases, by demographics, May 2011
                                                                                                                                                                                    • Figure 136: Design/appearance as an important feature affecting computer purchases, by demographics, May 2011
                                                                                                                                                                                    • Figure 137: Operating system as an important feature affecting computer purchases, by demographics, May 2011
                                                                                                                                                                                    • Figure 138: Price as an important feature affecting computer purchases, by demographics, May 2011
                                                                                                                                                                                    • Figure 139: Same brand as other electronic devices I already own as an important feature affecting computer purchases, by demographics, May 2011
                                                                                                                                                                                    • Figure 140: Screen size as an important feature affecting computer purchases, by demographics, May 2011
                                                                                                                                                                                    • Figure 141: Speed/performance as an important feature affecting computer purchases, by demographics, May 2011
                                                                                                                                                                                    • Figure 142: Weight as an important feature affecting computer purchases, by demographics, May 2011
                                                                                                                                                                                    • Figure 143: Important features influencing computer purchases, by computer purchase intention in the next 12 months, May 2011
                                                                                                                                                                                    • Figure 144: Unimportant Features influencing computer purchases, by computer purchase intention in the next 12 months, May 2011
                                                                                                                                                                                • Appendix – General Attitudes towards Computers

                                                                                                                                                                                    • Figure 145: Attitudes towards computer purchases, May 2011
                                                                                                                                                                                    • Figure 146: Agreement with the statement ‘I want to touch and try a computer in store before I buy it,’ by demographics, May 2011
                                                                                                                                                                                    • Figure 147: Agreement with the statement ‘Buying an extended warranty is a waste of money,’ by demographics, May 2011
                                                                                                                                                                                    • Figure 148: Agreement with the statement ‘Buying a computer from a mobile phone store bundled with a mobile internet contract is good value for money,’ by demographics, May 2011
                                                                                                                                                                                    • Figure 149: Agreement with the statement ‘I would be interested in leasing a computer rather than paying for it in full up front,’ by demographics, May 2011
                                                                                                                                                                                    • Figure 150: Agreement with the statement ‘I am confused by the amount of choices available when buying a computer,’ by demographics, May 2011
                                                                                                                                                                                    • Figure 151: Agreement with the statement ‘I would rather buy a computer advertised on special promotion rather than the newest model,’ by demographics, May 2011
                                                                                                                                                                                    • Figure 152: Agreement with the statement ‘I tend to stay with the same brands that I have bought before,’ by demographics, May 2011
                                                                                                                                                                                    • Figure 153: Agreement with the statement ‘I am not convinced that a tablet computer is worth buying for personal use,’ by demographics, May 2011
                                                                                                                                                                                    • Figure 154: Agreement with the statement ‘I prefer Apple computers over other brands,’ by demographics, May 2011
                                                                                                                                                                                    • Figure 155: Place of purchase for most recent computer bought for household use, by most popular attitudes towards computer purchases, May 2011
                                                                                                                                                                                    • Figure 156: Place of purchase for most recent computer bought for household use, by next most popular attitudes towards computer purchases, May 2011
                                                                                                                                                                                    • Figure 157: Method of purchase for most recent computer bought for household use, by most popular attitudes towards computer purchases, May 2011
                                                                                                                                                                                    • Figure 158: Method of purchase for most recent computer bought for household use, by next most popular attitudes towards computer purchases, May 2011

                                                                                                                                                                                Companies Covered

                                                                                                                                                                                • Acer
                                                                                                                                                                                • Adobe Systems Incorporated
                                                                                                                                                                                • Amazon.co.uk
                                                                                                                                                                                • Amazon.com Inc
                                                                                                                                                                                • Apple Computer UK Ltd
                                                                                                                                                                                • Dell Inc.
                                                                                                                                                                                • Dixons Retail Plc
                                                                                                                                                                                • Electronic Arts Limited UK
                                                                                                                                                                                • Fujitsu Limited
                                                                                                                                                                                • Google UK
                                                                                                                                                                                • Google, Inc.
                                                                                                                                                                                • Hewlett-Packard Ltd (UK)
                                                                                                                                                                                • House of Fraser Plc
                                                                                                                                                                                • IBM United Kingdom Limited
                                                                                                                                                                                • John Lewis Plc (department store)
                                                                                                                                                                                • Lenovo Group Limited
                                                                                                                                                                                • LG Electronics (UK)
                                                                                                                                                                                • LOVEFiLM International Ltd
                                                                                                                                                                                • Marks & Spencer
                                                                                                                                                                                • Microsoft Corporation
                                                                                                                                                                                • Motorola Mobility Holdings
                                                                                                                                                                                • Mozilla Foundation (The)
                                                                                                                                                                                • Nintendo UK Entertainment Ltd
                                                                                                                                                                                • PayPal Inc.
                                                                                                                                                                                • Research in Motion Uk Ltd.
                                                                                                                                                                                • Samsung Electronics (UK) Ltd
                                                                                                                                                                                • Shop Direct Group
                                                                                                                                                                                • Sony (UK) Ltd
                                                                                                                                                                                • Tesco Plc
                                                                                                                                                                                • Toshiba Corporation

                                                                                                                                                                                Desktop, Laptop and Tablet Computers - UK - August 2011

                                                                                                                                                                                £1,750.00 (Excl.Tax)