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Desktop, Laptop and Tablet Computers - UK - July 2019

Covered in this report

For the purposes of this report, Mintel has used the following definitions:

‘Desktop’ refers to computers intended for use at a single location. It covers tower units and all-in-ones with an integrated display.

‘Laptop’ refers to computers which have the display and primary input devices integrated into one unit and are intended for mobile use. The term covers notebooks, Ultrabooks, Chromebooks, netbooks, detachable and convertible laptops.

‘Tablet’ refers to a computer with an integrated touchscreen that is intended to be a primary input device. The term covers slate form factor tablets as well as hybrid tablets that come with a detachable keyboard and can be transformed into a laptop form factor.

“The desktop, laptop and tablet market continues to decline, with desktops in particular still set for a difficult future, although manufacturers will hope the rapidly growing competitive gaming sector can help. Meanwhile, laptop sales continue to decline but Chromebooks are gaining in popularity. Consumers are also increasingly finding value in using their tablet for working or studying purposes, as the likes of Apple and Samsung continue to push their credentials as genuine laptop replacements.”

– Zach Emmanuel, Consumer Technology Analyst

This report examines the following issues:

  • Plug-in accessories for the iPad could present tablets as a laptop alternative
  • Working with esports stars could help boost desktop sales

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Table of contents

  1. Overview

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

          • The market
            • DLT value declines marginally after 2018
              • Figure 1: Forecast for the value of the desktop, laptop and tablet market, 2014-2024
              • Figure 2: Forecast for the volume of desktop, laptop and tablet sales, 2014-2024
            • CPU shortages cause Intel to focus on higher-end computers
              • 5G computers in the pipeline but incentive to upgrade will be limited
                • Companies and brands
                  • iPad’s broad appeal helps Apple maintain top spot
                    • Figure 3: Desktop, laptop and tablet combined market share
                  • Lenovo and Qualcomm unveil 5G-capable computer
                    • Apple contributes to overall jump in industry advertising spend
                      • The consumer
                        • Continued decline in desktop ownership
                          • Figure 4: Ownership of desktops, laptops, tablets and smartphones, 2017-19
                        • Increase in tablets with detachable keyboards for Millennials
                          • Figure 5: Ownership of a detachable tablet keyboard, by generation, 2018 and 2019
                        • Consumers prefer laptops over desktops or tablets for most tasks
                          • Figure 6: Use of technology devices at home, April 2019
                        • Almost half think smartphones are decreasing the importance of computers
                          • Figure 7: Attitudes towards tablets and smartphones compared to desktops/laptops, April 2019
                        • What we think
                        • Issues and Insights

                          • Plug-in accessories for the iPad could present tablets as a laptop alternative
                            • The facts
                              • The implications
                                • Working with esports stars could help boost desktop sales
                                  • The facts
                                    • The implications
                                    • The Market – What you Need to Know

                                      • Market value declines marginally after 2018
                                        • Apple’s hardware and software improvements help tablets to maintain sales
                                          • Increased interest in mobile working hurting desktop sales
                                            • CPU shortages cause Intel to focus on higher-end computers
                                              • 5G computers in the pipeline but incentive to upgrade will be limited
                                              • Market Size, Segmentation and Forecast

                                                • Market value declines marginally after 2018
                                                  • Figure 8: Forecast for the value of the desktop, laptop and tablet market, 2014-2024
                                                  • Figure 9: Forecast for the volume of desktop, laptop and tablet sales, 2014-2024
                                                  • Figure 10: Forecast for the value of the desktop, laptop and tablet market, 2014-2024
                                                • Increased interest in mobile working hurting desktop sales
                                                  • Figure 11: Forecast for the value of the desktop market, 2014-2024
                                                  • Figure 12: Forecast for the volume of desktop sales, 2014-2024
                                                • More hybrid laptops and Chromebooks could help laptop sales
                                                  • Figure 13: Forecast for the value of the laptop market, 2014-2024
                                                  • Figure 14: Forecast for the volume of laptop sales, 2014-2024
                                                • Apple’s software and hardware improvements help tablets to maintain sales
                                                    • Figure 15: Forecast for the value of the tablet market, 2014-2024
                                                    • Figure 16: Forecast for the volume of tablet sales, 2014-2024
                                                • Market Drivers

                                                  • CPU shortage causes Intel to focus on higher-end computers
                                                    • Growing competitive gaming sector could help desktops
                                                      • 5G computers in the pipeline but incentive to upgrade will be limited
                                                        • Tablets increasingly focused on working and studying use cases
                                                        • Companies and Brands – What You Need to Know

                                                          • iPad’s broad appeal helps Apple maintain top spot
                                                            • Asus unveils ZenBook Pro Duo and ScreenPad 2 for mid-range ZenBook computers
                                                              • Apple contributes to overall jump in advertising spend
                                                                • Samsung and Micro Star International also increase advertising efforts
                                                                • Market Share

                                                                  • iPad’s broad appeal helps Apple maintain top spot
                                                                    • Figure 17: Desktop, laptop and tablet combined market share
                                                                  • Microsoft could gain market share with cheaper Surface Go option
                                                                  • Launch Activity and Innovation

                                                                    • Apple refreshes iPad Pro, Mini and Air…
                                                                      • Figure 18: Apple iPad Pro
                                                                      • Figure 19: Apple iPad Pro with Apple Pencil
                                                                    • …and also announces a new tablet operating system
                                                                      • Figure 20: iPadOS used as a second screen for a MacBook
                                                                    • Samsung releases two Galaxy Tabs within eight months
                                                                      • Figure 21: Samsung DeX on Galaxy Tab S4
                                                                    • Asus unveils ZenBook Pro Duo and ScreenPad 2 for mid-range ZenBook computers
                                                                      • Figure 22: Asus ZenBook Pro Duo
                                                                    • Lenovo and Qualcomm unveil 5G-capable computer
                                                                    • Advertising and Marketing Activity

                                                                      • Apple contributes to overall jump in industry advertising spend
                                                                        • Samsung and Micro Star International also increase advertising efforts
                                                                          • Figure 23: Total above-the-line, online display and direct mail advertising expenditure on desktops, laptops and tablet computers, 1 May 2018-30 April 2019
                                                                        • Nielsen Ad Intel coverage
                                                                        • Brand Research

                                                                            • Brand map
                                                                              • Figure 24: Attitudes towards and usage of selected brands, June 2019
                                                                            • Key brand metrics
                                                                              • Figure 25: Key metrics for selected brands, June 2019
                                                                            • Brand attitudes: Samsung remains the most trusted brand
                                                                              • Figure 26: Attitudes, by brand, June 2019
                                                                            • Brand personality: Samsung also seen as most accessible and ethical
                                                                              • Figure 27: Brand personality – macro image, June 2019
                                                                            • Consumers see Apple as expensive but prestigious
                                                                              • Figure 28: Brand personality – micro image, June 2019
                                                                            • Brand analysis
                                                                              • Samsung is most recognised and recommended brand
                                                                                • Figure 29: User profile of Samsung, June 2019
                                                                              • Apple Mac users most likely to have an excellent experience
                                                                                • Figure 30: User profile of Apple Mac, June 2019
                                                                              • Amazon Fire has joint third highest recommendations
                                                                                • Figure 31: User profile of Amazon Fire, June 2019
                                                                              • Hewlett-Packard is in the top three for delivering high quality
                                                                                • Figure 32: User profile of Hewlett-Packard, June 2019
                                                                              • Dell has strong awareness and an association with reliability
                                                                                • Figure 33: User profile of Dell, June 2019
                                                                              • Microsoft Surface has lowest awareness but positive experience for users
                                                                                • Figure 34: User profile of Microsoft Surface, June 2019
                                                                              • Lenovo seen as being among the least unique brands
                                                                                • Figure 35: User profile of Lenovo, June 2019
                                                                              • Acer seen as the most affordable brand but has lowest recommendations
                                                                                • Figure 36: User profile of Acer, June 2019
                                                                            • The Consumer – What You Need to Know

                                                                              • Continued decline in desktop ownership
                                                                                • Increase in tablets with detachable keyboards for Millennials
                                                                                  • Purchase considerations stay on track
                                                                                    • Most consumers do not prioritise brands for new computer purchases
                                                                                      • Consumers prefer laptops over desktops or tablets for most tasks
                                                                                        • Almost half think smartphones are decreasing the importance of computers
                                                                                        • Desktop, Laptop and Tablet Ownership

                                                                                          • Continued decline in desktop ownership
                                                                                            • Figure 37: Ownership of desktops, laptops, tablets and smartphones, 2017-19
                                                                                          • All-in-one desktops gaining appeal for Millennials
                                                                                            • Figure 38: Type of desktop owned, 2017-19
                                                                                          • Chromebooks rise in ownership
                                                                                            • Figure 39: Type of laptop owned, 2018 and 2019
                                                                                          • Windows continues to dominate PC operating systems
                                                                                            • Figure 40: Operating systems on desktops and laptops, April 2019
                                                                                          • Android makes up half of tablet operating systems
                                                                                            • Figure 41: Tablet operating system, April 2019
                                                                                          • Increase in tablets with detachable keyboards for Millennials
                                                                                            • Figure 42: Ownership of a detachable tablet keyboard, by generation, 2018 and 2019
                                                                                        • Form Factor Purchase Considerations and Research Methods

                                                                                          • Purchase considerations stay on track
                                                                                            • Figure 43: Computer form factors considered for purchase in the next 12 months, 2018 and 2019
                                                                                          • Half of consumers rely on user reviews when researching new computers
                                                                                            • Figure 44: Sources of research for new devices, April 2019
                                                                                            • Figure 45: Reasons for using social media to research new computers, April 2019
                                                                                          • Most consumers do not prioritise brands for new computer purchases…
                                                                                            • Figure 46: Importance of computer branding, April 2019
                                                                                          • …but parents with children aged 18 and under do value branding
                                                                                            • Figure 47: Importance of computer branding – CHAID – Tree output, May 2019
                                                                                        • PC and Tablet Usage at Home

                                                                                          • Consumers prefer laptops over tablets or desktops for most tasks
                                                                                            • Figure 48: Use of technology devices at home, April 2019
                                                                                            • Figure 49: Use of tablet at home, 2018 and 2019
                                                                                          • Smartphones gaining in use across several areas
                                                                                            • Figure 50: Use of smartphone at home, 2018 and 2019
                                                                                        • The Importance of Computers and Attitudes towards Voice Assistants

                                                                                          • Almost half think smartphones are decreasing the importance of computers
                                                                                            • Consumers split on tablets replacing laptops or desktops
                                                                                              • Figure 51: Attitudes towards tablets and smartphones compared to desktops/laptops, April 2019
                                                                                            • Six in 10 computer owners not interested in voice assistants
                                                                                              • Figure 52: Use or would use voice assistant for desktop or laptop, April 2019
                                                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                              • Abbreviations
                                                                                                • Consumer research methodology

                                                                                                Desktop, Laptop and Tablet Computers - UK - July 2019

                                                                                                £1,995.00 (Excl.Tax)