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MARKET OVERVIEW

1.1 Definition and scope of study

A computer is an electronic device used for programmable information processing. Computers can be divided according to several criteria such as size, build or field of application.

This study focuses on the most common type of computer used in France: the laptop. In fact, the laptop is an extremely popular device in France, making up more than 90% of all computers.

In France, like in much of the world, there is increased competition from tablets and smartphones, which are increasingly powerful and more convenient to carry. Although more powerful, the laptop is now used more for specific tasks where its competitors are unsuitable, such as video games, the use of specific software or long working hours.

Despite facing these pressures, the laptop market remains quite healthy, valued at over $100 billion it is expected to reach $109 billion by 2025. Due to continuous technological innovation, increased urbanisation and Internet connectivity, the further digitalisation of society, the demand and availability of laptops will only increase, while they are set to become even more affordable than they are today.

In a mature market, the replacement of old models is the main reason for purchasing laptops, even though certain segments such as gaming PCs have been able to attract consumers attracted by a new use. Finally, the high-end segment is driving the market by offering high-performance devices with a quality graphics card for customers who sometimes want to make videos or work with specific content.

1.2 The global laptop market

The global laptop market was valued at ***.* billion dollars in **** with close to *** millions devices sold. This market is expected to grow at a compound annual growth rate of *.*% and reach *** billion dollars in **** [***].

World laptop market World, ****-****, in billions of dollars Source: ****

While computers and laptops have existed for ...

1.3 The French laptop market

The computer market in France is relatively stable, hovering just below a revenue of *.* billion euros per year. This market is quite diverse which naturally includes laptops, but anything ranging from a micro-computer to a supercomputing workstation [***].

Computer market revenue France, ****-****, in billions of euros Source: ****

In France, **% of computers ...

1.4 Imports & exports

The code ******** in the Eurostat database corresponds to ‘Laptop PCs and palm-top organisers’. From this we can observe that France imports much more of these products than it exports. In **** the export value was *** million euros, compared to an import value of *.*** billion euros, with an export quantity of *.* million units ...

1.5 The impact of COVID-19

In **** the COVID-** pandemic wreaked economic havoc on many markets and households, and while the general IT market in France was not spared this fate, sales of laptops actually increased.

In fact, the volume of laptop sales grew by *% in **** compared to **** (***). Due to confinements, long periods of smart-working and increased ...

DEMAND ANALYSIS

2.1 French consumption habits

A large minority of French people (***), replace their old laptops with a new one less than once every five years, almost a third of them replace their laptops every three to five years, only *% purchase a new one every year while *% don’t own laptops [***].

Frequency of a new laptop purchase France, ...

2.2 Spending

With improving technological innovation, increased variety and number of manufacturers laptop prices have truly decreased. Today in France one can find a laptop that costs less than *** euros. On the other end of the spectrum there are high-end customised and gaming laptops that can cost thousands of euros. For example, Apple’s ...

2.3 When, how often & why: time spent on laptops

Laptop owners are vigorous users of this type of device. In fact, almost **% of owners use their laptops every day or almost every day. **.*% use their laptops * to * times a week, * % use their laptops *-* times a month and *.*% use it less than * times a month [***].

Frequency of laptop usage by ...

2.4 Less is more: latest trends in demand

Laptops are a rather developed product, having been around for decades. However, they keep evolving and consumers keep displaying their preferences. Changes are rarely sweeping (***).

One big trend is that laptops with bigger bezels (***) are less appreciated, and manufacturers are noticing. Smaller bezels increase the side of the usable screen and ...

MARKET STRUCTURE

3.1 Giants at the top

The market for laptops in France is dominated by very few well-known global players. The top * brands hold over **% of market share both in terms of value and volume. The biggest player is Asus which olds **% of volume and **% of the value of this market [***].

Breakdown of laptop marketshare in terms ...

3.2 Production & distribtution

The diagram below outlines the steps in the production process for laptops.

Most brands, including some of the most important ones do not design or assemble their own laptops. Instead, Original Design Manufacturers (***) design different models and the brands then chose which ones they like. Laptops are generally assembled in outsourced ...

ANALYSIS OF THE OFFER

4.1 Pricing and parameters

The prices of laptops are determined by various factors. Naturally brand is a factor, but less than people may think, usually this is a factor in increased prices when speaking of high-end laptops such as Apple or Alienware. The usual determining factors that increase or decrease the price are performance related. ...

4.2 Typology of the offer

The laptop market is more varied than one may think and underneath the umbrella term ‘laptop’ a variety of different but similar devices can be found.

Notebook

This is the classic laptop. This device finds a good equilibrium between practicality/functionality and flexibility/portability. As mentioned above these vary based on ...

4.3 What brands ?

In France few brands dominate the market. In ****, *.* million French people said that they had HP laptops, followed by nearly *.* million who had Asus. *.* million had Acer and * million Apple and Lenovo laptops [***].

Most used laptop and netbook brands France, ****, in millions of consumers Source: ****

    Presence of laptop brand in ...

REGULATION

5.1 Regulations

Many consumers often throw away a device when it is slightly broken and simply buy a new one because reparation costs are too high. But in fact, **% of European prefer to repair rather than replace their devices and almost **% believe that manufacturers should be obliged, legally, to make the reparation more ...

POSITIONING OF THE PLAYERS

6.1 Segmentation

  • Apple France
  • HP
  • Dell France
  • Amazon
  • Groupe FNAC DARTY
  • Toshiba Corporation
  • Cdiscount
  • Acer

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Method

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in 40 pages
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Analysts

Hugo S.

chargé d'études économiques, Xerfi

Hugo S.

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Mathieu Luinaud

Associate Consultant

Mathieu Luinaud

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Education Formation
Robin C.

PhD Industrial transformations

Robin C.

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Pierre D.

Analyst

Pierre D.

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Ross Alumni Club France

Arnaud W.

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Analyste de marché chez Businesscoot

Amaury de Balincourt

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Pierrick C.

Consultant

Pierrick C.

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Maelle V.

Project Finance Analyst, Consulting

Maelle V.

Héloise Fruchard

Etudiante en Double-Diplôme Ingénieur-Manager Centrale

Héloise Fruchard

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Imane E.

EDHEC

Imane E.

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Vincent D.

Auditeur

Vincent D.

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Eva-Garance T.

Eva-Garance T.

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Michela G.

Market Research Analyst

Michela G.

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Azelie P.

Market Research Analyst @Businesscoot

Azelie P.

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Cantiane G.

Market Research Analyst @Businesscoot

Cantiane G.

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Jules D.

Consultant

Jules D.

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Alexia V.

Alexia V.

Emil Ohlsson

Emil Ohlsson

Anna O.

Anna O.

Gabriel S.

Gabriel S.