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Laptops and Desktops - US - January 2016

"Leading computer brands have struggled to grow their consumers computing revenue, and the market is increasingly influenced by innovative interfaces, such as touchscreen. However, opportunities remain, particularly as more resource-intensive digital content is released. The challenge for many brands moving forward will be to strike an ideal balance between the cost, functionality, and portability of their computing devices."

This report covers the following areas:

  • Retail sales to remain flat
  • Responding to the mobile revolution
  • Replacements are the top purchase motivation

This report covers computing devices that are primarily marketed as a desktop or laptop computer. Mobile devices, such as smartphones and tablets, are not the primary focus of this report but are discussed in terms of how they have impacted the market. Topics covered in this report include household laptop and desktop ownership, purchase intent within the next 12 months, consumers’ preferred devices for online activities, and consumer attitudes toward computers and computer purchasing. This report focuses on the following types of devices:

  • Desktop computers
  • Laptop computers
  • 2-in-1 laptop computers that can be converted into tablets
  • 2-in-1 tablets that are marketed as replacements to traditional laptops

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Retail sales to remain flat
            • Figure 1: Total US retail sales and forecast of laptop and desktop computers, at current prices, 2010-20
          • Responding to the mobile revolution
            • Figure 2: Intent to purchase 2-in1s in the next 12 months, by age, October 2015
          • Replacements are the top purchase motivation
            • Figure 3: Attitudes toward computers, October 2015
          • The opportunities
            • Creating a stronger perception of value for hardware
              • Figure 4: MSi gaming laptop mobile advertisement, December 2015
              • Figure 5: Computer research and purchasing habits, October 2015
            • Computers hold the edge for many digital activities
              • Figure 6: Preferred device for purchasing products and services, by age, October 2015
            • Adjusting to new computing interfaces
              • Figure 7: Important features for desktop computer purchasing, by Hispanic origin, October 2015
            • Using better targeting to encourage purchases outside of replacement
              • Figure 8: Attitudes toward computers, by household income, October 2015
            • What it means
            • The Market – What You Need to Know

              • Unit sales continue declining
                • Dollar sales to stabilize
                  • Cloud services still have to catch consumers’ attention
                  • Market Size and Forecast

                    • Laptop and desktop sales fell in 2013
                      • Figure 9: Total US unit sales and forecast of laptop and desktop computers, 2010-20
                    • 2-in-1s to stabilize the market
                      • Figure 10: Total US retail sales and forecast of laptop and desktop computers, at current prices, 2010-20
                  • Market Factors

                    • Will cloud services reduce interest in hardware?
                      • 4K and VR content could spur growth in computing devices
                      • Key Players – What You Need to Know

                        • 2-in-1s are driving revenue
                          • Legacy brands struggle to grow revenue
                            • The seamless and connected future
                            • What’s Working?

                              • 2-in-1s drive success for Microsoft
                                • Figure 11: Microsoft surface pro 4 display ad, October 2015
                                • Figure 12: Microsoft Surface Pro 4 display ad, November 2015-December 2015
                              • Apple focuses on design, experience, and specific targeting
                              • What’s Struggling?

                                • Traditional brands falter in the consumer computing market
                                • What’s Next?

                                  • Seamless computing experiences across devices
                                  • The Consumer – What You Need to Know

                                    • Laptop ownership outpaces desktop ownership in households
                                      • Considerable intent to purchase laptops
                                        • Consumers still demand traditional computing experiences
                                          • Computer buyers are highly value oriented
                                          • Consumer Laptop and Desktop Ownership

                                            • Household laptop ownership outpaces desktops
                                              • Figure 13: Laptop and desktop ownership, October 2015
                                            • Younger consumers opt for portability
                                                • Figure 14: Laptop and desktop ownership, by age, October 2015
                                              • Brands of computers owned
                                                • Figure 15: Brands of computers owned (household), July 2014-September 2015
                                            • Consumers’ Intent to Purchase Computers

                                              • Significant purchase intent for laptops in the next year
                                                  • Figure 16: Intent to purchase desktops and laptops in the next 12 months, October 2015
                                                • Purchase intent among consumers 44 and younger
                                                    • Figure 17: Intent to purchase desktops and laptops in the next 12 months, by age, October 2015
                                                  • Hispanics show heightened interest in computers
                                                      • Figure 18: Intent to purchase desktops and laptops in the next 12 months, by Hispanic origin, October 2015
                                                  • Consumers’ Attitudes toward Computers

                                                    • Replacement leads new purchase inspirations
                                                        • Figure 19: Attitudes toward computers, October 2015
                                                      • Young men highly interested in building computers
                                                          • Figure 20: Attitudes toward computers, by gender and age, October 2015
                                                        • Higher-income households interested in multiple computers for different purposes
                                                            • Figure 21: Attitudes toward computers, by household income, October 2015
                                                        • Devices Preferred for Selected Activities

                                                          • Desktops and laptops preferred for most activities
                                                            • Figure 22: Preferred device for selected activities, October 2015
                                                          • Younger consumers still prefer laptops for e-commerce
                                                            • Figure 23: Preferred device for purchasing products and services, by age, October 2015
                                                          • Hispanics are more comfortable with using mobile devices
                                                            • Figure 24: Preferred device for purchasing products and services, by race and Hispanic origin, October 2015
                                                        • Important Features for Computer Purchases

                                                          • Desktop computers
                                                            • Value is top of mind for desktop purchases
                                                              • Figure 25: Important features for desktop computer purchasing, October 2015
                                                            • Media is a key consideration for younger consumers, functionality for older
                                                              • Figure 26: Important features for desktop computer purchasing – Desktop computer, by gender and age, October 2015
                                                            • Hispanics’ interest in touchscreens for desktops
                                                              • Figure 27: Important features for desktop computer purchasing – Desktop computer, by Hispanic origin, October 2015
                                                            • Laptop computers
                                                              • Storage space remains a top purchase influencer for laptops
                                                                • Figure 28: Important features for laptop purchases, October 2015
                                                              • Women value media quality more on laptops than on desktops
                                                                • Figure 29: Important features for laptop purchasing, October 2015
                                                              • Device weight a stronger consideration for Asians
                                                                • Figure 30: Important features for laptop purchases, by race, October 2015
                                                              • Portability a less prominent consideration among Hispanics
                                                                • Figure 31: Important features for laptop purchases, by Hispanic origin, October 2015
                                                            • Research and Purchase Habits

                                                              • Consumers rely primarily on hardware specifications
                                                                • Figure 32: Computer research and purchasing habits, October 2015
                                                              • Men more focused on hardware specs, social influencers are powerful for older women
                                                                  • Figure 33: Computer research and purchasing habits, by gender and age, October 2015
                                                                • Parents interested in testing out new computers before purchase
                                                                  • Figure 34: Computer research and purchasing habits, by parental status, October 2015
                                                              • Consumer Perceptions of Selected Computer Brands

                                                                • HP and Dell brand identities overlap, Sony VAIO targets Apple’s audience
                                                                    • Figure 35: Correspondence analysis – Perception of selected computer brands, October 2015
                                                                    • Figure 36: Perception of selected computer brands, October 2015
                                                                  • Consumers discuss the impact of brand on computer ownership
                                                                  • Appendix – Data Sources and Abbreviations

                                                                    • Data sources
                                                                      • Sales data
                                                                        • Consumer survey data
                                                                          • Correspondence analysis methodology
                                                                            • Consumer qualitative research
                                                                              • Direct marketing creative
                                                                                • Abbreviations and terms
                                                                                  • Abbreviations
                                                                                    • Terms
                                                                                    • Appendix – Market

                                                                                        • Figure 37: Total US retail sales and forecast of laptop and desktop computers, at current prices, 2010-20
                                                                                        • Figure 38: Total US retail sales and forecast of laptop and desktop computers, at inflation-adjusted prices, 2010-20
                                                                                        • Figure 39: Total US unit sales and forecast of laptop and desktop computers, 2010-20
                                                                                    • Appendix – Consumer

                                                                                      • Brands of computers owned
                                                                                        • Figure 40: Brands of computers owned (household), July 2014-September 2015
                                                                                        • Figure 41: Brands of computers owned (household), July 2014-September 2015 (continued)
                                                                                      • Average number of computers in household
                                                                                        • Figure 42: Number of devices in household (mean), by race, October 2015
                                                                                      • Preferred devices for selected activities
                                                                                        • Figure 43: Preferred device for selected activities, October 2015
                                                                                      • Laptop and desktop purchasing considerations
                                                                                        • Figure 44: Important features for laptop purchasing, October 2015
                                                                                      • Research and purchasing habits
                                                                                        • Figure 45: Computer research and purchasing habits, by gender and age, October 2015
                                                                                        • Figure 46: Computer research and purchasing habits, by gender and age, October 2015 (continued)
                                                                                      • Attitudes toward computers
                                                                                        • Figure 47: Attitudes toward computers, by age, October 2015

                                                                                    Companies Covered

                                                                                    To learn more about the companies covered in this report please contact us.

                                                                                    Laptops and Desktops - US - January 2016

                                                                                    £3,174.67 (Excl.Tax)