Author: Mintel Group Ltd.
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Laptops and Desktop Computers - US - August 2013

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
The market
Mature market offers few new buyers
Figure 1: U.S. laptop and desktop PC sales 2008-13
Slowdown in decline in average spend on a PC
HP, Apple, Acer on the rise
Figure 2: Brand of PC most recently purchased, by date of acquisition, July 2012-March 2013
The consumer
Room for growth in laptop ownership among high-income consumers
Figure 3: Household ownership of laptop and desktop computers, by household income, July 2012-March 2013
Machine failure top reason for new purchase
Figure 4: Top five reasons for most recent PC purchase, June 2013
Broad but lukewarm appeal for new features
Figure 5: Interest in select new features if buying a new PC, June 2013
Portability has its limits
Figure 6: Attitudes toward PC hardware form, June 2013
Long-term loyalty almost absent
Figure 7: Role of brand familiarity in last computer purchase, June 2013
What we think
ISSUES AND INSIGHTS
Are convertibles the answer to sector woes?
The issues
The implications
Can the desktop be the new television?
The issues
The implications
How many computing devices does a household need?
The issues
The implications
TREND APPLICATION
Inspire Trend: The Suite Life
Inspire Trend: Many Mes
Mintel Futures: Access Anything, Anywhere
MARKET SIZE
Key points
Extended decline
Figure 8: U.S. PC sales in current dollars, 2008-13
Figure 9: U.S. PC sales at inflation-adjusted prices, 2008-13
Unit sales and average price both falling
Figure 10: U.S. PC unit sales, 2008-13
Declines in pricing decelerating
Figure 11: Cost of most recently acquired computer, July 2008-March 2013
COMPETITIVE CONTEXT
Tablets not the villain
Figure 12: Most likely replacement purchase when current PC breaks, by age, June 2013
LEADING COMPANIES
Key points
Dell’s losses gained by Apple, HP, Acer
Figure 13: Computer brand most recently purchased, by date of acquisition, July 2012-March 2013
Figure 14: Computer brand most recently acquired, by household income, July 2012-March 2013
Figure 15: Computer brand most recently acquired, by age, July 2012-March 2013
Figure 16: Cost of most recently acquired PC, by brand, July 2012-March 2013
Dell slides in purchase intent
Figure 17: Computer brand intended for purchase, July 2010-March 2013
Figure 18: Computer brand intended for purchase, by household income, July 2012-March 2013
INNOVATIONS AND INNOVATORS
Laptop/tablet convertibles
Figure 19: Sony VAIO Duo 13
Figure 20: Dell XPS 12 Convertible
Figure 21: Asus Transformer Book Trio
Gesture-based computing
SOCIAL MEDIA
Key points
Key social media metrics
Figure 22: Key brand metrics, PC brands, June 2013
Market overview
Ownership and recent purchase
Figure 23: Ownership and recent purchase of selected PC brands, June 2013
Interaction with brands
Figure 24: Interaction with selected PC brands, June 2013
Online conversations
Figure 25: Online mentions of selected Tier 1 PC brands, by week, July 22, 2012-July 21, 2013
Figure 26: Online mentions of selected Tier 2 PC brands, by week, July 22, 2012-July 21, 2013
Where are people talking about PC brands?
Figure 27: Mentions by page type selected PC brands, by tier, July 22, 2012-July 21, 2013
What are people talking about?
Figure 28: Mentions by type of conversation, on selected PC brands, by tier, July 22, 2012-July 21, 2013
Figure 29: Major areas of discussion surrounding PC brands, by page type, July 22, 2012-July 21, 2013
Brand analysis
Dell
Figure 30: Dell key social media indicators, July 2013
Key online campaigns
What we think
Lenovo
Figure 31: Lenovo key social media indicators, July 2013
Key online campaigns
What we think
HP
Figure 32: HP key social media indicators, July 2013
Key online campaigns
What we think
Acer
Figure 33: Acer key social media indicators, July 2013
Key online campaigns
What we think
Ultrabook
Figure 34: Ultrabook key social media indicators, July 2013
Key online campaigns
What we think
Chromebook
Figure 35: Chromebook key social media indicators, June 2013
Key online campaigns
What we think
MARKETING STRATEGIES
Overview
Cooperative efforts seek to prop up market
Apple treads water
Cross-platform initiatives
Intel and Toshiba shine with second foray into “social film”
Corporate brands burnish images with cause-related marketing
TV campaigns
Google Chromebook
Figure 36: Google Chromebook, “For everyone” television ad
Apple MacBook Pro
Dell’s two-pronged approach
Figure 37: Dell Ultrabooks, “Meet Thomas” television ad
Figure 38: Dell Ultrabook, “Disappearing stars” television ad
HP
Lenovo and Acer go to cinematic extremes
Figure 39: Lenovo “seize the night” television ad
Figure 40: Acer/Star trek into darkness television ad
Intel Ultrabook co-op with Best Buy
Figure 41: Ultrabook convertible “Egypt” Television ad
COMPUTER OWNERSHIP
Key points
Growth needs to come out of competitor’s share
Figure 42: Personal and household ownership of computers, July 2008-March 2013
Age, income, education drive ownership
Figure 43: Household ownership of laptop and desktop computers, by age, July 2012-March 2013
Figure 44: Personal ownership of a computer, by age, July 2012-March 2013
Figure 45: Household ownership of laptop and desktop computers, by household income, July 2012-March 2013
Figure 46: Personal ownership of a computer, by household income, July 2012-March 2013
INTENT TO PURCHASE
Key points
One in five households in the market
Figure 47: Intent to purchase a computer and when, by age, July 2012-March 2013
Figure 48: Intent to purchase a computer and when, by household income, July 2012-March 2013
Figure 49: Cost of computer most recently acquired, by household income, July 2012-March 2013
Purchase cycle
Figure 50: When PC was last purchased, by household income, July 2012-March 2013
Figure 51: When PC was last purchased, by presence of children in household, July 2012-March 2013
Figure 52: When PC was last purchased, by age, July 2012-March 2013
Laptops dominate purchase intent
Figure 53: Computer types intended for purchase—laptops vs. desktops, by age, July 2012-March 2013
Figure 54: Computer types intended for purchase—laptops vs. desktops, by household income, July 2012-March 2013
New forms gaining traction
Figure 55: Type of laptop and desktop intended for purchase, by age, June 2013
ATTITUDES TOWARD BRANDS
Key points
Familiarity a must
Figure 56: Role of brand familiarity in computer selection, June 2013
Reviews make only a dent
Figure 57: Role of recommendations in computer selection, June 2013
Long-term loyalty almost absent
Figure 58: Perception of quality differences between, and loyalty to computer brands, by age, June 2013
Figure 59: Perception of quality differences between, and loyalty to computer brands, by household income, June 2013
MOTIVATIONS FOR PURCHASING
Key points
Broken machines lead motivation for purchase
Figure 60: Motivation for most recent computer purchase, by gender and age, June 2013
Key driver analysis – purchase motivation
Methodology
Age, 3-D drive interest in near-term planned purchasing
Figure 61: Key drivers of planning to purchase computer within six months, August 2013
COMPUTER FORMS AND FEATURES
Key points
Traditional laptops remain best bid for volume sales
Figure 62: Type of computer most recently purchased, by year of acquisition, July 2012-March 2013
Figure 63: Attitudes toward computer hardware, June 2013
Figure 64: Attitudes toward computer hardware, by age, June 2013
New features: Broad interest, lukewarm appeal
Figure 65: Interest in new computer features, June 2013
Figure 66: “Very interested” in new computer features, by age, June 2013
Figure 67: “Very” and “somewhat” interested in new computer features, by age, June 2013
IMPACT OF GENDER AND AGE
Key points
Young men want it all
Figure 68: “Very interested” in new computer features, by gender and age, June 2013
The male compromise: two machines
Figure 69: Sentiments promoting the traditional laptop, by gender and age, June 2013
Young men on the market most often
Figure 70: Incidence of buying a computer every two to three years, by gender and age, June 2013
Young men driving newest categories
Figure 71: Types of PCs owned, by gender and age, June 2013
Figure 72: Motivation for most recent PC purchase, by gender and age, June 2013
IMPACT OF MARITAL AND PARENTAL STATUS
Key points
Partners, owners, and gift givers
Figure 73: Personal ownership of a computer, by marital status and presence of children, July 2012-March 2013
Figure 74: “Very interested” in new computer features, by gender and parental status, June 2013
Figure 75: Types of PCs owned, by gender and parental status, June 2013
IMPACT OF RACE AND HISPANIC ORIGIN
Key points
Asians hold unique place in market
Figure 76: Household ownership of laptops and desktop computers, and average # owned, by race and Hispanic origin, July 2012-March 2013
Figure 77: Personal ownership of computers, by race and Hispanic origin, July 2012-March 2013
Figure 78: Intent to purchase a computer and when, by race and Hispanic origin, July 2012-March 2013
Figure 79: Cost of computer most recently acquired, by race and Hispanic origin, July 2012-March 2013
Figure 80: Computer brand most recently purchased, by race and Hispanic origin, July 2012-March 2013
APPENDIX – OTHER USEFUL CONSUMER TABLES
Age
Figure 81: Motivation for most recent PC purchase, by age, June 2013
Figure 82: Computer brand intended for purchase, by age, July 2012-March 2013
Gender
Figure 83: Sentiments promoting the traditional laptop, by gender, June 2013
Figure 84: Type of PC used most among multiple PC owners, by gender, June 2013
Figure 85: Type of laptop and desktop intended for purchase, by gender, June 2013
Figure 86: Most likely replacement purchase when current PC breaks, by gender, June 2013
Gender and age
Figure 87: Type of laptop and desktop intended for purchase, by gender and age, June 2013
Figure 88: Most likely replacement purchase when current PC breaks, by gender and age, June 2013
Parental status
Figure 89: Type of laptop and desktop intended for purchase, by parental status, June 2013
Figure 90: Sentiments promoting the traditional laptop, by parental status, June 2013
Household income
Figure 91: Motivation for most recent PC purchase, by household income, June 2013
Figure 92: “Very interested” in new computer features, by household income, June 2013
Figure 93: Sentiments promoting the traditional laptop, by household income, June 2013
Race/Hispanic origin
Figure 94: Motivation for most recent PC purchase, by race and Hispanic origin, June 2013
Figure 95: “Very interested” in new computer features, by race and Hispanic origin, June 2013
Responses by type of PC owned
Figure 96: Types of PCs owned, by types of PCs owned, June 2013 (part 1)
Figure 97: Types of PCs owned, by types of PCs owned, June 2013 (part 2)
Figure 98: Type of PC used most among multiple PC owners, by types of PCs owned, June 2013
Figure 99: “Very” and “somewhat” interested in new computer features, by age, June 2013
Figure 100: “Very” and “somewhat” interested in new computer features, by household income, June 2013
Figure 101: “Very” and “somewhat” interested in new computer features, by parental status, June 2013
Figure 102: “Very” and “somewhat” interested in new computer features, by age, June 2013
Figure 103: “Very” and “somewhat” interested in new computer features, by household income, June 2013
Figure 104: “Very” and “somewhat” interested in new computer features, by parental status and presence of children in household, June 2013
APPENDIX – KEY DRIVER ANALYSIS
Interpretation of results
Figure 105: Planning to buy a desktop or laptop computer—key driver output, June 2013
APPENDIX – SOCIAL MEDIA
Brand ownership
Figure 106: Brand ownership, June 2013
Figure 107: Dell ownership, by demographics, June 2013
Figure 108: Lenovo ownership, by demographics, June 2013
Figure 109: HP ownership, by demographics, June 2013
Figure 110: Acer ownership, by demographics, June 2013
Figure 111: Ultrabook ownership, by demographics, June 2013
Figure 112: Chromebook ownership, by demographics, June 2013
Activities done
Figure 113: Activities done, June 2013
Figure 114: Dell – Activities done, by demographics, June 2013
Figure 115: HP – Activities done, by demographics, June 2013
Figure 116: Acer – Activities done, by demographics, June 2013
Online conversation
Figure 117: Online mentions selected PC brands, Tier 1, by week, July 22, 2012-July 21, 2013
Figure 118: Online mentions selected PC brands, Tier 2, by week, July 22, 2012-July 21, 2013
Figure 119: Mentions by page type selected PC brands, by tier, July 22, 2012-July 21, 2013
Figure 120: Mentions by type of conversation, selected PC brands, by tier, July 22, 2012-July 21, 2013
Figure 121: Major areas of discussion surrounding PC brands, by page type, July 22, 2012-July 21, 2013
APPENDIX – TRADE ASSOCIATIONS

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