Description

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Laptops, Desktops and Tablets 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? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Key points included

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

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).

Expert analysis from a specialist in the field

Written by Andrew Zmijak, 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.

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
Andrew Zmijak
Technology Analyst

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

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