The laptop market - France

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 

Inforamtion

• Number of pages : 30 pages
• Format : Digital and PDF versions
• Last update : 07/12/2023

Summary and extracts

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
• Balance of trade in portable electronic devices
• Main destinations for French exports of portable electronic devices
• France's main suppliers of portable electronic devices
• French activities
• Notebook sales
• Frequency of laptop purchases
• Last laptop purchase
• Microcomputer purchasing trends
• Distribution of the number of digital devices with screens owned in the household
• Equipment used in the last 6 months
• Budget for a new laptop
• Frequency of laptop use by owners
• Laptop usage in France
• Notebook market share by brand
• Market share of leading notebook brands in value and volume terms
• France's favorite sites for buying electronics
• Most popular computer and netbook brands
• Laptop brands in French households
• The French and major laptop brands
• Percentage of French people who say they like these laptop brands, by age
• Percentage of French people who say they like these laptop brands, by CSP