Summary

Since 2020, the laptop market has experienced dynamic changes, particularly fueled by the COVID-19 pandemic. With the rise of remote work and digital entertainment needs during lockdowns, laptop sales saw a noteworthy increase of 9% in 2020 relative to the previous year despite a slump in the first lockdown period. France, where laptops make up 90% of computer sales, was no exception to this trend, though the tail end of 2022 observed a significant decline of 29% in the PC market. As people adapted to new uses such as video streaming and gaming on these devices, the popularity of laptops with advanced features like high-quality webcams rose.

The French market, primarily driven by top players like Asus, witnessed an increased daily use of computers by 15 points in 2022. Notably, Europe and North America command over 50% of the global notebook market share, with major brands like Lenovo, Dell, HP, and Apple leading the charge. The ongoing technological advancements and societal digitization indicate that the demand for laptops will continue to grow, possibly aided by the future release of Windows 12 and new-generation chips.

Trends in the French Notebook Market: Embracing Technological Advancements and Societal Changes

The French notebook market is characterized by a high preference for laptops, which represent around 90% of all computers in France. This market preference seems to be shaped by the versatility and specific functionalities that laptops offer, making them significantly more suited for tasks like gaming, using specialized software, and prolonged work hours. Despite a recent dip in sales, there is an anticipated rebound, fueled by technological innovation, urbanization, and the increasing digitization of society. This anticipated growth also banks on affordability, as laptops are forecasted to become even more cost-effective in the near future.

In France, the demand for new laptops largely comes from consumers looking to upgrade from older models. However, certain market segments - notably gaming PCs - have seen growth due to their appeal in offering a new experience. The drive in the market comes from high-performance devices, which cater to customers interested in activities like video editing or specialized content creation.

Globally, the notebook market value is projected between $200 and $220 billion in 2023, with continued growth expected towards the end of the decade, potentially reaching between $330 and $340 billion. A significant portion of the global market share belongs to Europe and North America, collectively accounting for over half of notebook sales. Key players such as Lenovo, Dell, HP, and Apple dominate the market landscape. As for the French market specifically, there have been declines in sales, with a notable drop of around 30% in the last quarter of 2022. Major brands like Dell, Lenovo, and HP witnessed substantial reductions, while Apple also saw a decrease despite previously recorded growth. Projections suggest a potential recovery in the coming years thanks to new chip releases and the expected introduction of Windows 12.

Regarding consumer habits, many French individuals upgrade their laptops at intervals greater than five years, with around a third doing so every three to five years. Notably, the majority of French laptops are at least two years old. End-of-year spending trends indicate that the fourth quarter witnesses nearly twice the expenditure on microcomputers compared to the second quarter.

On average, each French household possesses between one to three computers, and there has been a significant uptick in daily computer use following confinement periods. The cost of laptops in France varies widely, with options available for less than 150 euros to high-end models exceeding several thousand euros. Most purchases fell within the 300 to 499 euro range. With evolving consumer preferences.

Key Players Steering the French Notebook Landscape

The French notebook market showcases a vivid tapestry of prominent brands that hold sway over consumer choices and preferences within the tech-savvy domain of laptops. These brands have not only become household names in France but have also redefined the very fabric of mobile computing through their offerings. Let’s delve into the salient features and unique market propositions of these leading companies.

  • Asus - Bridging Innovation and Affordability Asus stands tall as a leader in the French notebook market, capturing the hearts of consumers with a 24% share in volume and 25% in value as reported. Known for its robust engineering and innovative designs, Asus notebooks range from budget-friendly options for students to high-end gaming rigs that cater to hardcore gamers. With its strong foothold, Asus continues to push the boundaries of what's possible in a laptop, be it in performance, battery life, or screen quality.
  • HP - Synonymous with Reliability In the mosaic of French laptop brands, HP emerges as a pivotal player with a widespread user base. It's known for offering reliable computing devices that serve a broad spectrum of customers, from corporate professionals to creative enthusiasts. HP laptops are synonymous with quality and have been a go-to brand for French consumers seeking long-lasting performance.
  • Dell - The Workhorse of the Computing World Dell's presence in the French notebook market is hard to overlook. Known for their durable construction and efficient performance, Dell laptops are favored by businesses and individuals who demand consistency. Dell has managed to carve a niche for itself with its customized solutions that cater to a range of professional needs.
  • Apple - The Epitome of Sophistication Apple’s MacBook has become a symbol of sophistication and high-end computing among French consumers. With their sleek design, powerful macOS, and cutting-edge technology, Apple laptops are often the choice for users who prioritize aesthetics alongside unrivaled performance. Even with their premium pricing, Apple’s market share demonstrates a loyal customer base willing to invest in the brand’s vision of computing luxury.
  • Lenovo - Versatility at Its Core Lenovo’s portfolio in the French notebook market is noted for its versatility, offering a spectrum of laptops that cater to different needs and budgets. From the Yoga series known for its flexibility to the ThinkPad lineup that's synonymous with business-grade computing, Lenovo has successfully captured a significant slice of the market by providing reliable and innovative devices.
  • Acer - Budget-Friendly Computing for Everyone 
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  • Number of pages : 30 pages
  • Format : Digital and PDF versions
  • Last update : 07/12/2023
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Summary and extracts

1 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, construction or field of application.

This study focuses on the most common type of computer used in France: thelaptop. Indeed, the laptop is an extremely popular device in France, accounting for 90% of all computers.

In France, as in much of the world, there is increasing competition from touch-screen tablets and smartphones , which are increasingly powerful and easier to transport. Although more powerful, the laptop is now used more for specific tasks where its competitors are unsuitable, such as video games, using specific software or working long hours.

The notebook market has seen a decline in sales over the past two years. Sales are expected to pick up again, however, as technological innovation, urbanization and the increasing digitization of society mean that demand for and availability of laptops will only increase, while they should become even more affordable than they are today.

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

1.2 The global notebook market

The global notebook market is estimated at around $***.** billion for ****, and is expected to grow to €***.** billion by ****. [***].

Global notebook market World, ****-****, in billions of US dollars Source: ****

While computers and laptops have been around for a long time, increasing purchasing power, the influx of people to urban centers and ...

1.3 The French notebook market

The IT market in France is relatively stable, hovering just below sales of *.* billion euros per year until ****. This market is highly diversified, and includes not only notebooks, but also everything from microcomputers to supercomputer workstations[***]

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

In France, **% of computers are ...

1.4 Imports and exports

Balance of trade in portable electronic devices France, ****-****, in millions of dollars and in % A COMTRADE

The coverage rate of this market is particularly low, but will increase in **** due to a drop in imports and a simultaneous rise in exports.

Main destinations for French exports of portable electronic devices France, ...

1.5 The impact of COVID-19

In ****, the COVID-** pandemic wreaked economic havoc on many markets and households, and while the general market in France has not been spared this fate, laptop sales have actually increased.

In fact, the volume of laptop sales rose by *% in **** compared with **** (***). Due to confinements, long periods of telecommuting and increased ...

2 Demand analysis

2.1 French consumer habits

A large minority of French people (***) replace their old laptop with a new one less than once every five years, almost a third replace their laptop every three to five years, only *% buy a new one every year and *% do not own a laptop [***].

Laptop purchase frequency France, ****, in Source: ****

If ...

2.2 Expenses related to the purchase of laptops

As technological innovation has improved, and the variety and number of manufacturers has increased, laptop prices have really come down. Today, in France, you can find a laptop that costs less than *** euros. at the other end of the spectrum, there are high-end, customized and gaming laptops that can cost thousands ...

2.3 When, how often and 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, *% * to * times a month and *.*% less than * times a month [***].

Frequency of laptop use by owners France, ****, in Source: ****

In ...

2.4 The latest demand trends

Laptop computers are fairly mature products that have been around for decades. However, they are constantly evolving, and consumers continue to express their preferences. The changes are rarely radical (***).

One major trend is that laptops with larger bezels (***) are less popular, and manufacturers are taking notice. Smaller bezels increase the usable ...

2.5 The French and laptop brands

The French and major laptop brands France, ****, in Opinionway

The most popular brand is Samsung with **% "likes". The least popular is Intel, with *% "dislikes" and only **% "likes".

Share of French people saying they like these laptop brands by age France, ****, in Opinionway

Asus, Acer and Intel are particularly popular among the ...

3 Market structure

3.1 Market leaders

The French notebook market is dominated by very few players. The top four brands account for over **% of market share in value and volume. The biggest player is Asus, with **% of the volume and **% of the value of this market[***].

Notebook market share by brand France, ****, in Source: ****

Market share of ...

3.2 Production and distribution

The diagram below shows the stages in the notebook production process.

Most brands, including some of the biggest, do not design or assemble their own notebooks. Instead, original design manufacturers (***) design different models, and brands then choose the ones they like. Notebooks are generally assembled in outsourced factories by external ...

4 Offer analysis

4.1 Prices and parameters

Notebook prices are determined by a number of factors. Naturally, brand is a factor, but less so than you might think. In general, it is a price-increasing factor when it comes to high-end laptops such as those from Apple or Alienware. The usual determining factors that raise or lower the price ...

4.2 Offer typology

The notebook market is more varied than you might think, and under the umbrella term "notebook" you'll find a variety of different but similar devices.

Notebook

This is the classic notebook. This device strikes a good balance between practicality/functionality and flexibility/portability. As mentioned above, they vary in size and ...

4.3 Brands in the notebook market

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

Most popular computer and netbook brands France, ****, in millions of consumers Source: ****

Presence of laptop brands ...

5 Regulations

5.1 Regulations

Many consumers often throw away an appliance when it's slightly broken, preferring to buy a new one because repair costs are too high. But in fact, **% of Europeans prefer to repair their appliances rather than replace them, and almost **% believe that manufacturers should be legally obliged to make repair more financially ...

List of charts

  • Projected size of the global notebook market
  • Notebook market share
  • Computer market sales
  • Breakdown of computers sold by type
  • Revenues from the three computer segments
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Latest news

Online commerce: French websites threatened by new rivals - 17/11/2023
  • Cdiscount is now in sixth position among the most visited e-commerce sites according to the Médiamétrie barometer.
  • FNAC is in ninth place among the most visited e-commerce sites.
  • E.Leclerc is now in fifth place and Carrefour in eighth.
  • The Chinese sites Shein, Temu and AliExpress enter and approach the Top 10 with ranks of 10th, 11th and 12th respectively.
  • Online sales are up 30% on 2019, according to the Fédération de l'e-commerce et de la vente à distance (Fevad).
  • FNAC Darty's figures show a 1.8% drop in online and in-store sales over the first nine months of the year.
  • Companies like Cdiscount stop loss-making promotional sales
  • ManoMano cuts a quarter of its workforce.
Cdiscount, the French champion that must change its business model in the midst of the Casino storm - 17/11/2023
  • Czech billionaire Daniel Kretinsky and Casinotake over French e-commerce champion
  • In the third quarter, sales volume plunged by 13.5% year-on-year, to 667 million euros, and direct sales (products bought and resold by the site, as opposed to sales by third-party merchants present on its marketplace) by 35%.
  • At the end of the first half-year, Cdiscount posted a net loss of 47 million euros
  • The marketplace hosts third-party merchants, charges a commission of 7% to 15% on each order, and sells logistics services and advertising.
  • Cdiscount relies entirely on its marketplace.
  • The marketplace generates 63% of business volume, compared with 55% a year ago. The aim is to reach 70%. This is the model used by Polish e-tailer Allegro.
  • Cdiscount ranks sixth among the most visited sites.
  • The 1,600 third-party merchants maintain a broad offering of 80 million items.
  • Revenues from subsidiary Octopia, Mirakl's competitor which sells solutions for creating marketplaces, rose by 54%
  • The C-Logistics subsidiary increased its number of external customers by a factor of 6.
Fnac Darty's takeover of Cdiscount may be dead in the water - 30/10/2023
  • Cdiscount sales down 25% on last year
  • Cdiscount direct sales down 35%
  • Fnac Darty offered to buy Cdiscount for 500 million euros two years ago
Fnac Darty completes acquisition of MediaMarkt in Portugal - 08/10/2023
  • Fnac Darty has announced its intention to acquire Media Markt in Portugal
  • Media Markt has 10 stores in Portugal.
  • The company has 450 employees.
  • Media Markt's sales in its 2021-2022 financial year were around €140 million.
  • The acquisition consolidates Fnac Darty's position as number two in the Portuguese market.
  • Media Markt's activities in Portugal will be 100% consolidated in Fnac Darty's accounts from October 1, 2023.
Carrefour wants to compete with Mirakl, the marketplace specialist | Fnac Darty fights Mirakl - 06/10/2023
  • Fnac.com and Darty.com account for 21% of Fnac Darty Group sales.
  • Third-party merchants on these sites account for 20% of the group's online business.
  • fnac Darty recorded a net loss of 163 million euros in the first half of 2023.
  • Ceva Logistics, Fnac Darty's partner, achieved sales of $19 billion in 2022.
  • Ceva has 1,300 logistics sites in 170 countries.
  • Fnac Darty has 1,000 stores for order collection.
  • The e-commerce logistics market is estimated at $80 billion.
  • The market for the creation of marketplaces is estimated at $30 billion.
Fnac Darty joins forces with CMA to better compete with Amazon and Cdiscount - 06/10/2023
  • The Fnac Darty group and Ceva plan to set up a joint venture, Weavenn, offering comprehensive logistics services to e-retailers and connecting them to any marketplace.
  • Ceva, a subsidiary of CMA CGM, has sales of €16 billion in 2022, including €3 billion in France.
  • Ceva has 23 warehouses and a total of 90 sites in France.
  • The future joint venture will initially target the 3,000 third-party sellers in the Fnac-Darty marketplace, representing 20% of the group's online sales volume.
  • from 2025, Weavenn will target all e-tailers.
  • Fnac Darty and Ceva estimate that the sales of their joint venture could reach 200 million euros within 5 years.
  • Ceva's pending acquisition of Bolloré Logistics could make Ceva the world's fifth-largest logistics player, with sales of $24 billion.
  • Fnac Darty's network of stores includes 1,000 points of sale for click-and-collect parcel collection.
  • The European e-commerce logistics market is estimated at 80 billion euros, with annual growth of 10%.

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Apple TV
HP Hewlett Packard
Dell
Toshiba Corporation
Cdiscount (CNova)
Acer
Fnac Darty
Lenovo
Medion (Lenovo group)
Packard Bell (Acer Group)
Razer
Gigabyte

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