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UK Desktop, Laptop and Tablet Computers market report

“The UK computer market is set to continue its decline, but hybrid devices represent a key area of growth in the near future. Windows tablets appear to be benefiting from a turn towards hybrid devices the most, as Windows tablets can run the same software as laptops as well as being usable in notebook form factor.”

- Mark Flowers, Research Analyst – Consumer Technology

This report covers the following areas:

  • Apple risks falling behind without embracing hybridisation
  • Getting consumers to switch operating system

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Table of contents

  1. Overview

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

          • The market
            • Tablet ownership is flat, while PCs continue slow decline
              • Figure 1: Market value for the UK desktop, laptop and tablet market, 2012-17
              • Figure 2: Market volume for the UK desktop, laptop and tablet market, 2012-17
            • Sales of traditional laptops and tablets face cannibalisation by hybrid devices
              • Figure 3: Forecast for the value of the UK desktop, laptop and tablet market, 2012-22
              • Figure 4: Forecast for the volume of the UK desktop, laptop and tablet market, 2012-22
            • Smartphones continue to encroach on digital activities traditionally done on computers
              • Will new hardware stimulate sales?
                • Online pureplays increase their sales share, while specialist retailers lose out
                  • Companies and brands
                    • Microsoft completes the Surface family
                      • Wide-ranging changes to Windows
                        • iOS 11 and updated iPad Pro announced at WWDC 2017
                          • Microsoft tops adspend for second year in a row
                            • Apple, Lenovo and Samsung lead volume share
                              • Figure 5: Estimated shares of the UK desktop, laptop and tablet market, by volume,, 2016
                            • The consumer
                              • Desktop, laptop and tablet ownership static
                                • Good signs for the future of hybrids and Windows tablets
                                  • Chromebooks continue to have little impact on the UK consumer laptop market
                                    • Productive and high-performance tasks are missing from tablets’ repertoires
                                      • Powerful laptops encroach on traditionally desktop-bound tasks
                                        • Figure 6: Activities done on desktop, laptop and tablet computers, May 2017
                                      • Purchase intentions show potential for hybrid devices
                                        • Slate and tower owners look to laptops for future purchases
                                          • Figure 7: Purchase plans for desktop, laptop and tablet computers, May 2017
                                        • Owners of all-in-ones and hybrids more likely to be switching OS
                                          • Figure 8: Reasons for buying new computers, May 2017
                                        • High-end hybrids compete on battery life and picture quality
                                          • New affordable headsets could help VR tech break out of its niche
                                            • Figure 9: Most important features of a computer, May 2017
                                          • What we think
                                          • Issues and Insights

                                            • Apple risks falling behind without embracing hybridisation
                                              • The facts
                                                • The implications
                                                  • Getting consumers to switch operating system
                                                    • The facts
                                                      • The implications
                                                      • The Market – What You Need to Know

                                                        • Sales in decline in all segments
                                                          • Sales of traditional laptops and tablets face cannibalisation by hybrid devices
                                                            • Smartphones continue to encroach on digital activities traditionally done on computers
                                                              • Will new hardware stimulate sales?
                                                                • Online pureplays increase their sales share, while specialist retailers lose out
                                                                • Market Size and Forecast

                                                                  • Sales in decline in all segments
                                                                    • Figure 10: Market value for the UK desktop, laptop and tablet market, 2012-17
                                                                    • Figure 11: Market volume for the UK desktop, laptop and tablet market, 2012-17
                                                                  • Decline in the UK computer market expected to continue
                                                                    • Figure 12: Forecast for the value of the UK desktop, laptop and tablet market, 2012-22
                                                                    • Figure 13: Forecast for the volume of the UK desktop, laptop and tablet market, 2012-22
                                                                  • Forecast methodology
                                                                  • Market Segmentation

                                                                    • Laptop and tablet segments face cannibalisation by hybrid devices
                                                                      • Figure 14: Forecast for the value of the UK laptop market, 2012-22
                                                                      • Figure 15: Forecast for the volume of the UK laptop market, 2012-22
                                                                    • The honeymoon period for tablets is over
                                                                      • Figure 16: Forecast for the value of the UK tablet market, 2012-22
                                                                      • Figure 17: Forecast for the volume of the UK tablet market, 2012-22
                                                                    • Desktop segment to continue slow decline
                                                                      • Figure 18: Forecast for the value of the UK desktop market, 2012-22
                                                                      • Figure 19: Forecast for the volume of the UK desktop market, 2012-22
                                                                  • Channels to Market

                                                                    • Online pureplays increase their sales share while specialist retailers lose out
                                                                      • Figure 20: Estimated distribution of spending on electrical goods, 2015 and 2016
                                                                  • Market Drivers

                                                                    • Will new hardware stimulate sales?
                                                                      • Smartphones continue to encroach on digital activities traditionally done on computers
                                                                        • Figure 21: Personal ownership of consumer technology products, December 2016
                                                                      • Hybrid devices could cannibalise sales of traditional laptops and pure slate tablets
                                                                        • NVidia gets closer to a fully realised cloud computing service for consumers
                                                                        • Companies and Brands – What You Need to Know

                                                                          • Microsoft completes the Surface family
                                                                            • Wide-ranging changes to Windows
                                                                              • iOS 11 and updated iPad Pro announced at WWDC 2017
                                                                                • Microsoft tops adspend for second year in a row
                                                                                  • Apple, Lenovo and Samsung lead volume share
                                                                                  • Launch Activity and Innovation

                                                                                    • Microsoft completes the Surface family
                                                                                      • Figure 22: The Surface Studio
                                                                                      • Figure 23: The Surface Laptop
                                                                                    • Wide-ranging changes to Windows
                                                                                      • Windows 10 Creators Update
                                                                                        • Windows 10 S
                                                                                          • ‘The last version of Windows’ and future developments
                                                                                            • Apple updates the iMac and MacBook lines
                                                                                              • iOS 11 and updated iPad Pro announced at WWDC 2017
                                                                                                • Microsoft aims to make Windows the go-to platform for VR and AR technology
                                                                                                  • NVidia creates desktop-grade GPUs for laptops
                                                                                                    • Lenovo and Samsung demo foldable, bendable and stretchable displays and devices
                                                                                                      • Figure 24: Lenovo foldable concept laptop
                                                                                                    • Other developments in desktop, laptop and tablet computing:
                                                                                                    • Advertising and Marketing Activity

                                                                                                      • Microsoft tops adspend for second year in a row
                                                                                                        • Figure 25: Total above-the-line, online display and direct mail advertising expenditure on desktops, laptops and tablets, by advertisers, 01/01/2016-01/01/2017
                                                                                                      • TV and digital account for 80% of expenditure
                                                                                                        • Figure 26: Total above-the-line, online display and direct mail advertising expenditure on desktops, laptops and tablets, by media type, 01/01/2016-01/01/2017
                                                                                                      • Nielsen Ad Intel coverage
                                                                                                      • Brand Research

                                                                                                          • Mintel Brand map
                                                                                                            • Figure 27: Attitudes towards and usage of selected brands, May 2017
                                                                                                          • Key brand metrics
                                                                                                            • Figure 28: Key metrics for selected brands, May 2017
                                                                                                          • Surface and Mac brands share a reputation for innovation and quality
                                                                                                            • Figure 29: Attitudes, by brand, May 2017
                                                                                                          • Core PC brands like Dell and Lenovo are seen as accessible
                                                                                                            • Figure 30: Brand personality – macro image, May 2017
                                                                                                          • HP is most strongly associated with reliability and being user-friendly
                                                                                                            • Figure 31: Brand personality – micro image, May 2017
                                                                                                          • Brand analysis
                                                                                                            • Mac brand maintains its premium image
                                                                                                              • Figure 32: User profile of Apple Mac, May 2017
                                                                                                            • HP sees highest rates of brand commitment
                                                                                                              • Figure 33: User profile of Hewlett-Packard, May 2017
                                                                                                            • Microsoft Surface brand seen as innovative, avoids being seen as expensive
                                                                                                              • Figure 34: User profile of Microsoft Surface, May 2017
                                                                                                            • Dell struggles on differentiation, but has positive associations
                                                                                                              • Figure 35: User profile of Dell, May 2017
                                                                                                            • Lenovo’s focus on innovation is not impacting consumer opinion in the UK
                                                                                                              • Figure 36: User profile of Lenovo, May 2017
                                                                                                            • Awareness of ASUS brand remains low
                                                                                                              • Figure 37: User profile of ASUS, May 2017
                                                                                                            • Acer most strongly associated with affordability
                                                                                                              • Figure 38: User profile of Acer, May 2017
                                                                                                          • Market Share

                                                                                                            • Apple, Lenovo and Samsung lead volume share
                                                                                                              • Figure 39: Estimated shares of the UK desktop, laptop and tablet market, by volume, 2016
                                                                                                          • The Consumer – What You Need to Know

                                                                                                            • Desktop, laptop and tablet ownership static
                                                                                                              • Good signs for the future of hybrids and Windows tablets
                                                                                                                • Chromebooks continue to have little impact on the UK consumer laptop market
                                                                                                                  • Productive and high-performance tasks are missing from tablets’ repertoires
                                                                                                                    • Powerful laptops encroach on traditionally desktop-bound tasks
                                                                                                                      • Purchase intentions show potential for hybrid devices
                                                                                                                        • Slate and tower owners look to laptops for future purchases
                                                                                                                          • Owners of all-in-ones and hybrids more likely to be switching OS
                                                                                                                            • High-end hybrids compete on battery life and picture quality
                                                                                                                              • New affordable headsets could help VR tech break out of its niche
                                                                                                                              • Desktop, Laptop and Tablet Ownership

                                                                                                                                • Desktop, laptop and tablet ownership static
                                                                                                                                  • Figure 40: Desktop, laptop and tablet ownership, May 2017
                                                                                                                                • Good signs for the future of hybrids and Windows tablets
                                                                                                                                  • Figure 41: Ownership of tablets with detachable keyboards, May 2017
                                                                                                                                • Android tablets are largely confined to the low end of the market
                                                                                                                                  • Figure 42: Tablet operating systems, May 2017
                                                                                                                                • Tower units still the most popular desktop form factor
                                                                                                                                  • iMacs appear to be driving the popularity of all-in-ones
                                                                                                                                    • Figure 43: Desktop ownership, May 2017
                                                                                                                                    • Figure 44: Desktop operating system, May 2017
                                                                                                                                  • Lack of hybridisation may hurt MacBooks in the future
                                                                                                                                    • Chromebooks continue to have little impact on the UK consumer laptop market
                                                                                                                                      • Figure 45: Laptop ownership, May 2017
                                                                                                                                      • Figure 46: Laptop operating system, May 2017
                                                                                                                                  • Activities Done on Desktop, Laptop and Tablet Computers

                                                                                                                                    • Laptops are central to the digital activities of students and younger consumers
                                                                                                                                      • Powerful laptops encroach on traditionally desktop-bound tasks
                                                                                                                                        • Productive and high-performance tasks are missing from tablets’ repertoires
                                                                                                                                          • Figure 47: Activities done on desktop, laptop and tablet computers, May 2017
                                                                                                                                      • Purchase Plans for Desktop, Laptop and Tablet Computers

                                                                                                                                        • Purchase intentions show potential for hybrid devices
                                                                                                                                          • Figure 48: Purchase plans for desktop, laptop and tablet computers, May 2017
                                                                                                                                        • Most only consider one type of device for purchase
                                                                                                                                          • Figure 49: Repertoire of purchase plans for desktop, laptop and tablet computers, May 2017
                                                                                                                                        • Slate and tower owners look to laptops for future purchases
                                                                                                                                        • Reasons for Buying New Computers

                                                                                                                                          • Affluent Millennials the most likely to be switching OS
                                                                                                                                            • Opportunities to leverage cloud storage services to stimulate device sales
                                                                                                                                              • Manual upgrades an unattractive alternative to buying new devices
                                                                                                                                                • Gamers continue to be a reliable audience for high-performance PCs
                                                                                                                                                  • Figure 50: Reasons for buying new computers, May 2017
                                                                                                                                                • Owners of all-in-ones and hybrids more likely to be switching OS
                                                                                                                                                • Most Important Features of a Computer

                                                                                                                                                  • High-end hybrids compete on battery life and picture quality
                                                                                                                                                    • One in four want biometric log-in to help them prepare for the worst
                                                                                                                                                      • New affordable headsets could help VR tech break out of its early niche
                                                                                                                                                        • Figure 51: Most important features of a computer, May 2017
                                                                                                                                                    • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                        • Abbreviations
                                                                                                                                                          • Consumer research methodology
                                                                                                                                                          • Appendix – Market Size and Forecast

                                                                                                                                                            • Total market forecast
                                                                                                                                                              • Figure 52: Forecast for the value of the UK desktop, laptop and tablet computer market, 2017-22
                                                                                                                                                              • Figure 53: Forecast for the volume of the UK desktop, laptop and tablet computer market, 2017-22
                                                                                                                                                            • Laptop segment forecast
                                                                                                                                                              • Figure 54: Forecast for the value of the laptop segment, 2017-22
                                                                                                                                                              • Figure 55: Forecast for the volume of the laptop segment, 2017-22
                                                                                                                                                            • Tablet segment forecast
                                                                                                                                                              • Figure 56: Forecast for the value of the tablet segment, 2017-22
                                                                                                                                                              • Figure 57: Forecast for the volume of the tablet segment, 2017-22
                                                                                                                                                            • Desktop segment forecast
                                                                                                                                                              • Figure 58: Forecast for the value of the desktop segment, 2017-22
                                                                                                                                                              • Figure 59: Forecast for the volume of the desktop segment, 2017-22
                                                                                                                                                            • Forecast methodology

                                                                                                                                                            Companies Covered

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