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Desktop, Laptop and Tablet Computers - UK - August 2016

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

– Mark Flowers, Analyst

This report looks at the following areas:

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

The expansive growth of the tablet segment has come to an end and the release of Windows 10, which was expected to buoy the PC segment, has come and passed without having the impact that was hoped for. The biggest challenge facing the market is ever longer replacement cycles. Devices five years old or more can fulfil consumers’ needs just as well as new devices in many cases. With the increasing prevalence of cloud computing in consumer technology this decline in reliance on new hardware will only grow.

With tablet penetration having started to plateau, the segment is becoming more reliant on upgrade sales. Consumers are less likely to upgrade secondary devices and tablets are not typically used as people’s primary device. Some tablet manufacturers are trying to change this perception with Pro models (eg the iPad Pro line and Surface Pro devices), while other manufacturers have seen the opportunity for a new type of device: the hybrid laptop, which combines the functionality of tablet and a laptop.

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

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

                  • Device longevity stretches further and further
                    • The facts
                      • The implications
                        • The struggle to make tablets a main device
                          • The facts
                            • The implications
                            • The Market – What You Need to Know

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

                                                                                                            • Abbreviations
                                                                                                            • Appendix – Market Size and Forecast

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

                                                                                                              Companies Covered

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                                                                                                              Desktop, Laptop and Tablet Computers - UK - August 2016

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