Trends Report

Laptop Ownership Is Rising In Europe

Manufacturers Should Focus On Brand And Lifestyle Associations

April 19th, 2007
Ted Schadler, VP, Principal Analyst
Ted Schadler VP, Principal Analyst
With contributors:
Alexander Hesse , Reineke Reitsma

Summary

Laptop adoption in Europe has nearly doubled in the past three years, whereas ownership of desktop PCs has started to fall. Companies targeting home PC owners need to understand that this growing population of laptop users differs from the installed base of desktop owners: They have more money to spend, are more positive about technology, and care more about lifestyle and self-expression. After prices and product features, brand experience and product information available online influence laptop owners' technology-buying decisions. The result will be a changed PC market in which lifestyle and new designs accelerate adoption and shape demand.

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