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UK Desktop, Laptop and Tablet Computers market report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Desktop, Laptop and Tablet Computers market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Products 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.

Segmentation

  • Desktops
  • Laptops
  • Tablets

Key Consumer Questions

  • Desktop, Laptop and Tablet Computer Ownership
  • Purchase Consideration
  • Home Computing Activities
  • Correspondence Analysis
  • Home Computing Attitudes and Behaviour

Advertising and Marketing Activity

  • Acer UK Ltd
  • Alienware Ltd
  • Apple Computer UK Ltd
  • Argos Ltd
  • Asus UK Ltd
  • Dell Computer Corporation Ltd
  • DSG International Holdings Plc
  • Google
  • Hewlett-Packard Ltd
  • John Lewis Partnership
  • Kingston Technology Corporation
  • Lenovo Technology UK Ltd
  • Microsoft Ltd
  • Samsung (UK) Ltd
  • Shop Direct Home Shopping Ltd

Market shares

  • Acer
  • Amazon
  • Apple
  • Asus
  • Dell
  • HP
  • Lenovo
  • Samsung

Expert analysis from a specialist in the field

Written by Matt King, a leading analyst in the Technology sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Despite continuing declines in the desktop, laptop and tablet market, the laptop segment has fared better because smartphones and tablets remain less suitable for performing productive tasks. It is hoped that cellular devices and two-in-one laptops will appeal to consumer desire for ultra-portability, and these devices offer a decisive upgrade path for current owners. Matt King
Head of Leisure, Tourism, Tech & Media Research

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Table of contents

  1. Overview

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

          • The market
            • Home computing market worth over £3 billion
              • All-in-ones unlikely to turn around the declining desktop market
                • Ultra-portability may slow laptop sales decline
                  • Lack of innovation restricts the tablet market
                    • Figure 1: Forecast for the value of the UK desktop, laptop and tablet market, 2013-23
                    • Figure 2: Forecast for the volume of the UK desktop, laptop and tablet market, 2013-23
                  • Tablet market plateau puts emphasis on upgrades
                    • Always-connected PCs trying to make laptops portable again
                      • Companies and brands
                        • Apple leads volume share with continued tablet dominance
                          • HP the leading laptop supplier
                            • Interest building for the Galaxy Tab S4
                              • macOS update brings privacy and productivity enhancements
                                • The consumer
                                  • Laptop ownership remains relatively stable
                                    • Smartphone ubiquity a challenge for home computing
                                      • Figure 3: Household ownership of computing devices, May 2018
                                    • Clamshell laptops maintain dominant presence in the home
                                      • Figure 4: Laptop form factors owned or have in the household, May 2018
                                    • Desktops continue shift away from tower units
                                      • Figure 5: Desktop form factors owned or have in the household, May 2017 and May 2018
                                    • Reassuring purchasing consideration from current owners
                                      • Figure 6: Device purchase consideration, by device ownership, May 2018
                                    • Consumers don’t like change, but might make an exception for two-in-ones
                                      • Figure 7: Specific form factor considered amongst those considering a laptop purchase, May 2018
                                      • Figure 8: Specific form factor considered amongst those considering a tablet purchase, May 2018
                                    • Interest in tower units remains high despite growth of the all-in-one
                                      • Figure 9: Specific form factor considered amongst those considering a desktop purchase, May 2018
                                    • Security concerns may influence device upgrades
                                      • Figure 10: Activities performed on devices in the home, May 2018
                                    • Laptops remain the popular choice for online shopping
                                      • Advanced computing unnecessary for a third of device owners
                                        • Figure 11: Consumer attitudes towards home computing, May 2018
                                      • A quarter interested in desktop computing through a portable device
                                        • Despite a slow upgrade cycle, most will still replace their laptops when they break
                                          • Figure 12: Consumer behaviour towards home computing, May 2018
                                        • What we think
                                        • Issues and Insights

                                          • Ultra-portability meets productive computing
                                            • The facts
                                              • The implications
                                                • The mature market needs people to upgrade, but there is little incentive to do so
                                                  • The facts
                                                    • The implications
                                                    • The Market – What You Need to Know

                                                      • Home computing market worth over £3 billion
                                                        • All-in-ones unlikely to turn around the declining desktop market
                                                          • Laptop segment reliant on upgrades
                                                            • Lack of innovation restricts the tablet market
                                                              • Convertible keyboards bridge the gap between markets
                                                                • Always-connected PCs trying to make laptops portable again
                                                                  • The crypto craze inflating graphics card prices
                                                                    • Meltdown and Spectre vulnerabilities dent confidence
                                                                    • Market Size and Forecast

                                                                      • Home computing market worth over £3 billion
                                                                        • Figure 13: Forecast for the value of the UK desktop, laptop and tablet market, 2013-23
                                                                        • Figure 14: Forecast for the value of the UK desktop, laptop and tablet market, 2013-23
                                                                        • Figure 15: Forecast for the volume of the UK desktop, laptop and tablet market, 2013-23
                                                                      • Forecast methodology
                                                                      • Market Segmentation

                                                                        • All-in-ones unlikely to turn around the declining desktop market
                                                                          • Desktops an attractive option for their upgradability
                                                                            • Figure 16: Forecast for the value of the UK desktop market, 2013-23
                                                                            • Figure 17: Forecast for the volume of the UK desktop market, 2013-23
                                                                          • Laptop segment reliant on upgrades
                                                                            • Chromebooks and two-in-one technology matures
                                                                              • Figure 18: Forecast for the value of the UK laptop market, 2013-23
                                                                              • Figure 19: Forecast for the volume of the UK laptop market, 2013-23
                                                                            • Lack of innovation restricts the tablet market
                                                                              • Figure 20: Forecast for the value of the UK tablet market, 2013-23
                                                                              • Figure 21: Forecast for the volume of the UK tablet market, 2013-23
                                                                          • Market Drivers

                                                                            • Tablet market plateau puts emphasis on upgrades
                                                                              • Figure 22: Household ownership of computers, January 2012-April 2018
                                                                            • Convertible keyboards bridge the gap between markets
                                                                              • Cloud-based processing brings AAA games to any computer
                                                                                • Always-connected PCs trying to make laptops portable again
                                                                                  • The crypto craze inflating graphics card prices
                                                                                    • Figure 23: GeForce GTX 1080 price history, January 2017-June 2018
                                                                                    • Figure 24: RAM (DDR3-1333) price history, January 2017-June 2018
                                                                                  • Meltdown and Spectre vulnerabilities dent confidence
                                                                                  • Companies and Brands – What You Need to Know

                                                                                    • Apple leads volume share with continued tablet dominance
                                                                                      • HP largest in the laptop and desktop segments
                                                                                        • Intel and Sprint work towards 5G releases
                                                                                          • macOS update brings privacy and productivity enhancements
                                                                                            • Microsoft launches budget Surface Go model
                                                                                              • Microsoft marketing is redefining laptops
                                                                                              • Market Share

                                                                                                • Apple leads volume share with continued tablet dominance
                                                                                                  • Microsoft Surface a sizeable part of ‘Others’
                                                                                                    • Figure 25: Estimated share of the desktop, laptop and tablet market, by volume, 2018
                                                                                                • Launch Activity and Innovation

                                                                                                  • Intel and Sprint work towards 5G releases
                                                                                                    • Interest building for the Galaxy Tab S4
                                                                                                      • macOS update brings privacy and productivity enhancements
                                                                                                        • Project Precog from Asus
                                                                                                          • Microsoft launches budget Surface Go model
                                                                                                          • Advertising and Marketing Activity

                                                                                                            • Microsoft marketing is redefining laptops
                                                                                                              • Retailers promoting high street sales
                                                                                                                • Figure 26: Total above-the-line, online display and direct mail advertising expenditure on desktop, laptop and tablet computers, and their peripherals, May 2017-April 2018
                                                                                                              • Nielsen Ad Intel coverage
                                                                                                              • Brand Research

                                                                                                                  • Brand map
                                                                                                                    • Figure 27: Attitudes towards and usage of selected brands, May 2018
                                                                                                                  • Key brand metrics
                                                                                                                    • Figure 28: Key metrics for selected brands, May 2018
                                                                                                                  • Brand attitudes: Samsung trustworthy and associated with high quality
                                                                                                                    • Figure 29: Attitudes, by brand, May 2018
                                                                                                                  • Brand personality: Apple’s exclusivity breeds demand
                                                                                                                    • Figure 30: Brand personality – macro image, May 2018
                                                                                                                  • HP’s reliability and affordability make it accessible to many
                                                                                                                    • Figure 31: Brand personality – micro image, May 2018
                                                                                                                  • Brand analysis
                                                                                                                    • Samsung seen as an innovative option whilst remaining affordable
                                                                                                                      • Figure 32: User profile of Samsung, May 2018
                                                                                                                    • Apple Mac an exclusive and prestigious choice
                                                                                                                      • Figure 33: User profile of Apple Mac, May 2018
                                                                                                                    • Amazon Fire benefits from the growing Alexa ecosystem
                                                                                                                      • Figure 34: User profile of Amazon Fire, May 2018
                                                                                                                    • The Microsoft Surface seen as a premium purchase
                                                                                                                      • Figure 35: User profile of Microsoft Surface, May 2018
                                                                                                                    • Hewlett-Packard a well-known brand with broad appeal
                                                                                                                      • Figure 36: User profile of Hewlett-Packard, May 2018
                                                                                                                    • Lenovo seen by older users as a cheap and user-friendly brand
                                                                                                                      • Figure 37: User profile of Lenovo, May 2018
                                                                                                                    • Dell a well-known brand but lacking innovation
                                                                                                                      • Figure 38: User profile of Dell, May 2018
                                                                                                                    • Acer a suitable brand for students on a budget
                                                                                                                      • Figure 39: User profile of Acer, May 2018
                                                                                                                  • The Consumer – What You Need to Know

                                                                                                                    • Laptop ownership remains relatively stable
                                                                                                                      • Smartphone ubiquity a challenge for home computing
                                                                                                                        • Chromebook adoption remains relatively low
                                                                                                                          • Desktops continue shift away from tower units
                                                                                                                            • Detachable keyboards gaining popularity
                                                                                                                              • Reassuring purchasing consideration from current owners
                                                                                                                                • Tablets still an enticing item for non-owners
                                                                                                                                  • Consumers don’t like change, but might make an exception for two-in-ones
                                                                                                                                    • Low-intensity computing creates a market for scaled-back devices
                                                                                                                                      • Laptops remain the popular choice for online shopping
                                                                                                                                        • Advanced computing unnecessary for a third of device owners
                                                                                                                                          • More prefer cloud storage than local
                                                                                                                                            • Laptops currently a device for the home
                                                                                                                                            • Desktop, Laptop and Tablet Computer Ownership

                                                                                                                                              • Laptop ownership remains relatively stable
                                                                                                                                                • Smartphone ubiquity a challenge for home computing
                                                                                                                                                  • Figure 40: Household ownership of computing devices, May 2018
                                                                                                                                                • Clamshell laptops maintain dominant presence in the home
                                                                                                                                                  • Chromebook adoption remains relatively low
                                                                                                                                                    • Figure 41: Laptop form factors owned or have in the household, May 2018
                                                                                                                                                  • Windows keeps broad appeal
                                                                                                                                                    • Figure 42: Laptop operating systems, May 2018
                                                                                                                                                  • Desktops continue shift away from tower units
                                                                                                                                                    • Older people prefer desktops in general, but also the newer all-in-ones
                                                                                                                                                      • Figure 43: Desktop form factors owned or have in the household, May 2017 and May 2018
                                                                                                                                                    • Windows the choice for gamers
                                                                                                                                                      • Figure 44: Operating system on desktops, by type of desktop, May 2018
                                                                                                                                                    • Detachable keyboards gaining popularity
                                                                                                                                                      • Figure 45: Proportion of tablet owners with a tablet that has a detachable keyboard, May 2018
                                                                                                                                                    • Android and iOS dominant on mobile
                                                                                                                                                      • Figure 46: Tablet operating systems, May 2018
                                                                                                                                                  • Purchase Consideration

                                                                                                                                                    • Reassuring purchasing consideration from current owners
                                                                                                                                                      • Tablets still an enticing item for non-owners
                                                                                                                                                        • Figure 47: Device purchase consideration, by device ownership, May 2018
                                                                                                                                                      • Consumers don’t like change, but might make an exception for two-in-ones
                                                                                                                                                        • Figure 48: Specific form factor considered amongst those considering a laptop purchase, May 2018
                                                                                                                                                        • Figure 49: Specific form factor considered amongst those considering a tablet purchase, May 2018
                                                                                                                                                      • Interest in tower units remains high despite growth of the all-in-one
                                                                                                                                                        • Figure 50: Specific form factor considered amongst those considering a desktop purchase, May 2018
                                                                                                                                                        • Figure 51: Specific form factor considered amongst those considering a desktop purchase, by whether they use any device for gaming, May 2018
                                                                                                                                                    • Home Computing Activities

                                                                                                                                                      • Low-intensity computing creates a market for scaled-back devices
                                                                                                                                                        • Video streaming services’ potential for growth
                                                                                                                                                          • Figure 52: Activities performed on any device, May 2018
                                                                                                                                                        • Security concerns may influence device upgrades
                                                                                                                                                          • Figure 53: Activities performed on devices in the home, May 2018
                                                                                                                                                        • Laptops remain the popular choice for online shopping…
                                                                                                                                                          • …and are far more likely to be used for productive work
                                                                                                                                                            • Laptops closing the gap with desktops for gaming
                                                                                                                                                            • Correspondence Analysis

                                                                                                                                                              • Methodology
                                                                                                                                                                • Laptops remain the choice for productivity and security
                                                                                                                                                                  • Figure 54: Correspondence analysis of words and devices, May 2018
                                                                                                                                                                  • Figure 55: Words associated with types of devices, May 2018
                                                                                                                                                              • Home Computing Attitudes and Behaviour

                                                                                                                                                                • Advanced computing unnecessary for a third of device owners
                                                                                                                                                                  • More prefer cloud storage than local
                                                                                                                                                                    • Figure 56: Consumer attitudes towards home computing, May 2018
                                                                                                                                                                  • Laptops currently a device for the home…
                                                                                                                                                                    • …but innovation may encourage this mobile activity
                                                                                                                                                                      • A quarter interested in desktop computing through a portable device
                                                                                                                                                                        • Despite a slow upgrade cycle, most will still replace their laptops when they break
                                                                                                                                                                          • Figure 57: Consumer behaviour towards home computing, May 2018
                                                                                                                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

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

                                                                                                                                                                              • Total market forecast
                                                                                                                                                                                • Figure 58: Forecast for the value of the UK desktop, laptop and tablet computer market, 2018-23
                                                                                                                                                                                • Figure 59: Forecast for the volume of the UK desktop, laptop and tablet computer market, 2018-23
                                                                                                                                                                              • Desktop segment forecast
                                                                                                                                                                                • Figure 60: Forecast for the value of the UK desktop computer market, 2018-23
                                                                                                                                                                                • Figure 61: Forecast for the volume of the UK desktop computer market, 2018-23
                                                                                                                                                                              • Laptop segment forecast
                                                                                                                                                                                • Figure 62: Forecast for the value of the UK laptop computer market, 2018-23
                                                                                                                                                                                • Figure 63: Forecast for the volume of the UK laptop computer market, 2018-23
                                                                                                                                                                              • Tablet segment forecast
                                                                                                                                                                                • Figure 64: Forecast for the value of the UK tablet computer market, 2018-23
                                                                                                                                                                                • Figure 65: Forecast for the volume of the UK tablet computer market, 2018-23
                                                                                                                                                                              • Forecast methodology