Save or Share this Report

For B2C Marketing Professionals

Laptop Ownership Is Rising In Europe

Manufacturers Should Focus On Brand And Lifestyle Associations

April 19, 2007

Primary author headshot

Authors

Why Read This Report

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.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).

Purchase

Recommended Research