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Laptops, Desktops and Tablets - Canada - April 2019

Covered in this report

This report focuses on laptops, desktops and tablets in the Canadian market. This excludes e-readers (eg Kindle), smartphones with a very large screen (eg Samsung Galaxy Note) and any device that belongs to the consumer’s place of work or study (eg work laptop).

"Most Canadians are considering the purchase of a laptop, desktop or tablet within the next year. This indicates a positive trajectory for the category considering most already personally own or have these devices in their households. The importance of upgrades and replacement within the category is thus going to act as a major motivating factor.

Consumers are primarily interested in battery life and storage space in a new device. This is likely attributed to an increase in content consumption such as audio and video streaming, in addition to device usage ranging from social media to playing video games. Furthermore, with the size of downloads likely increasing due to higher-quality content on the market, as well as photos taking up substantial space if stored on a device, large-capacity hard drives will be in demand.

Areas covered in the Report include device ownership, operating systems used, activities performed, purchase intentions and most important features. Macroeconomic factors affecting the category are also explored. The Report also looks at marketing and advertising campaigns from this category and trends impacting the industry."

– Andrew Zmijak, Research Analyst

This report examines the following issues:

  • Women are less inclined to consider most devices
  • Parents want advanced features
  • Desktops struggle to attract

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Table of contents

  1. Overview

    • What you need to know
      • Definitions
      • Executive Summary

        • The issues
          • Women are less inclined to consider most devices
            • Figure 1: Purchase intentions, by gender, January 2019
          • Parents want advanced features
            • Figure 2: Most important (select) features (any rank), parents vs non-parents, January 2019
          • Desktops struggle to attract
            • The opportunities
              • Parents are key targets
                • Figure 3: Purchase intentions, parents vs non-parents, January 2019
              • Men are more active users of desktops
                • Figure 4: Activities performed on desktop computer on a weekly basis, by gender, January 2019
              • Battery life and storage are critical
                • Figure 5: Most important features (any rank), January 2019
              • What it means
              • The Market – What You Need to Know

                • Canada’s expanding population to drive category
                  • Younger groups and parents will assist growth
                    • Declining financial confidence to affect spend
                    • Market Factors

                      • Canada’s rising population to propel category
                        • Younger cohorts and parents will help aid growth
                          • Work computers being used during off-work hours
                            • Diminished financial confidence to affect spending
                            • Key Players – What You Need to Know

                              • Ads heightening the gaming experience
                                • Utilizing occasions for sales events
                                  • Promoting flexible devices
                                    • Increased options for entry-level laptops
                                      • Desktops continue to decline
                                        • Samsung’s Galaxy Fold merges smartphone with tablet
                                        • Marketing and Advertising

                                          • Amplifying the gaming experience
                                            • Figure 6: Acer gaming computers, online ad, December 2018
                                            • Figure 7: Dell gaming laptops, online ad, January 2019
                                            • Figure 8: Dell gaming laptops, online ad, January 2019
                                          • Leveraging occasions for sales events
                                            • Figure 9: Dell business laptops, online ad, January 2019
                                            • Figure 10: Lenovo, acquisition email, February 2019
                                          • Touting flexibility in utility
                                            • Figure 11: iPad Pro – Change – Apple, October 2018
                                        • What’s Working?

                                          • Flexibility is key
                                            • More options for entry-level laptops
                                            • What’s Struggling?

                                              • Desktops continue to decline
                                              • What’s Next?

                                                • Samsung’s Galaxy Fold blends smartphone with tablet
                                                  • HDR and voice assistants to slowly migrate to computers/tablets
                                                  • The Consumer – What You Need to Know

                                                    • Laptop ownership prevails
                                                      • Windows is the go-to operating system for desktops and laptops
                                                        • Most browse the web weekly
                                                          • A third intend to buy a laptop
                                                            • Battery life and storage are key
                                                            • Device Ownership

                                                              • Laptop ownership dominates
                                                                • Figure 12: Device ownership, January 2019
                                                              • Women are driving tablet sales
                                                                • Figure 13: Device ownership, by gender, January 2019
                                                              • Older consumers stick with standard form factors
                                                                • Figure 14: Device ownership, 18-44s vs over-45s, January 2019
                                                              • Children affect which devices are purchased
                                                                • Figure 15: Device ownership, parents vs overall, January 2019
                                                            • Operating Systems Utilized

                                                              • Windows is the go-to OS for desktop computers
                                                                • Figure 16: Desktop computer operating system used, January 2019
                                                              • Android and iOS share the spotlight on tablets
                                                                • Figure 17: Versatility on the Surface Go, July 2018
                                                                • Figure 18: Tablet operating system used, January 2019
                                                              • Most laptops use Windows
                                                                • Figure 19: Laptop operating system used, January 2019
                                                            • Activities Performed

                                                              • Consumers continue to multitask on devices
                                                                • Figure 20: Activities performed on a weekly basis, January 2019
                                                                • Figure 21: Activities performed on a weekly basis, by type of device, January 2019
                                                              • Men are more prolific users of desktops
                                                                • Figure 22: Activities performed on desktop computer on a weekly basis, by gender, January 2019
                                                            • Purchase Intentions

                                                              • A third of consumers intend to purchase a laptop
                                                                • Figure 23: Purchase intentions, January 2019
                                                              • Men are inclined towards laptops and desktops
                                                                • Figure 24: Purchase intentions, by gender, January 2019
                                                              • Younger consumers and parents are key targets
                                                                • Figure 25: Purchase intentions, 18-44s vs over-45s, January 2019
                                                                • Figure 26: Purchase intentions, parents vs non-parents, January 2019
                                                              • Atlantic Canada and Quebec have different intentions towards laptops
                                                                • Figure 27: Laptop purchase intentions, Atlantic provinces and Quebec vs overall, January 2019
                                                            • Most Important Features

                                                              • Battery life and storage are key
                                                                • Figure 28: Most important features (any rank), January 2019
                                                              • Gender and age can shape preferences
                                                                • Figure 29: Most important (select) features (any rank), by gender, January 2019
                                                                • Figure 30: Most important (select) features (any rank), 18-44s vs over-45s, January 2019
                                                              • Parents want cutting-edge features
                                                                • Figure 31: Most important (select) features (any rank), parents vs non-parents, January 2019
                                                            • Appendix – Data Sources and Abbreviations

                                                              • Data sources
                                                                • Consumer survey data
                                                                  • Consumer qualitative research
                                                                    • Abbreviations and terms
                                                                      • Abbreviations

                                                                      Laptops, Desktops and Tablets - Canada - April 2019

                                                                      US $4,395.00 (Excl.Tax)