Laptops and Desktop Computers - US - August 2013
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“The computer market does not lack for innovation. In fact, so much effort has been placed in product development that the industry may have temporarily stepped ahead of consumer taste and awareness, and run into problems that can be tackled via marketing rather than an endless stream of new technologies and functionality.”
– Billy Hulkower, Senior Technology Analyst
Some questions answered in this report include:
Recent news for the PC industry has been poor. Global shipments are falling at historical rates in 2013, on the heels of an estimated 3.5% decline in shipments worldwide in 2012. However, Mintel research finds that only a fraction of current computer owners see tablets as a reasonable replacement for a computer—most owners want a keyboard, substantial storage space, and a more powerful tool for productivity.
Further, 300 million PCs are expected to be sold globally in 2013. Even as a market in decline, the PC remains a critical piece of the digital life, and one that merits substantial branding campaigns, with Mintel research finding that PC buyers are only rarely willing to purchase from an unknown brand.
This report provides the research, insights, and innovations necessary to brand survival as the PC market contracts in the near term, and evolves in the long term. The report covers desktop and laptop computers, including all-in-one (AIO) PCs, ultralights netbooks, and convertible laptop/tablets sold with a hard keyboard and marketed as a computer. Tablets are only discussed as a competitive product. Peripheral hardware, software, and online services are not the focus of this report, and are only discussed as drivers where relevant.
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.