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For B2C Marketing Professionals

Benchmark 2008: Putting The Personal Into The PC

North American Consumer Technographics

July 23, 2008

Primary author headshot


  • By J. P. Gownder
  • with Charles S. Golvin,
  • Remy Fiorentino,
  • Dan Wilkos

Why Read This Report

While personal computer penetration has reached a nearly ubiquitous 86% of US homes, the nature of the PC is changing for consumers. Laptops make up an ever-increasing part of the PC market compared with desktops. Laptops are more often personalized devices that map to individual consumers instead of to an entire household. Gen Y consumers lead the move toward personalized laptops, with more than half now having a laptop. Apple has benefited from the laptop trend; it has increased its penetration over time, particularly among Gen Yers. And Gen Yers are using these personalized laptops to manage very personalized content — photo, music, and videos — at a higher rate than older consumer segments.

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Table of Contents

  • For Younger Consumers, The PC Becomes A Personalized Laptop
  • Gen Y, The Laptop Generation
  • Supplemental Material

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