The laptop market - Italy

Since 2020, the global laptop market has experienced significant growth, particularly fueled by the COVID-19 pandemic which led to increased demand due to remote work and education. As of 2022, the global market was valued at approximately $194.25 billion, with projections suggesting a CAGR of 6.9% from 2022 to 2030, potentially reaching $331.27 billion. China has emerged as the leading laptop producer and exporter, while the U.S. tops the import charts. The market is dominated by major brands such as Lenovo, HP, and Dell, collectively accounting for over 60% of global sales in 2022. Prices for laptops vary widely depending on type and specifications, and the segment is also seeing new trends such as increased adoption of ARM processors, anticipated to nearly double their market share by 2027. On the Italian front, a spike in laptop purchases was noted in 2020, with spending and imports showing considerable growth during 2019-2021 before a decline in 2022. Italy remains a net importer of laptops, primarily from China, the Netherlands, and Germany. The Russian-Ukrainian conflict introduced a moderate increase in consumer prices by 2.3 percent from January 2022 to October 2023, whereas production costs and import prices rose by 3.5% and 10.1%, respectively, over the same period. Demand for laptops in Italy shows a clear age correlation, with the highest daily usage among those aged 25-44..

Italian Laptop Market Trends and Demand Drivers

The Italian laptop market has exhibited growth influenced largely by the circumstances surrounding the Covid-19 pandemic which imposed remote working and learning arrangements. With Italians confined to their homes for prolonged periods, the need for personal computers surged, particularly for supporting smart working and remote education. This demand spike is evidenced in the increased household spending on computers, laptops, and tablets, which soared from around €864 million to over €1 billion between 2018 and 2022, marking an escalation of around 20%. A closer inspection finds that this rise in spending peaked between 2019 and 2021—an extraordinary increase exceeding 50%. However, the subsequent year saw a downturn, with spending and sales dipping by approximately 10% and 20%, respectively. It is speculated that this reduction in 2022 could be associated with the easing of pandemic restrictions and the reopening of workplaces and educational institutions. Looking at the market structure and supply trends, Italy showcases a balanced mix of international and local players with the market having broadened remarkably between 2018 and 2022, going from around 2.35 million to over 2.8 million units sold.

However, the number of companies under the appropriate Ateco Code—indicative of wholesale trade in computers and peripheral equipment—has diminished by about 10%, which suggests a market consolidation with fewer players likely commanding larger market shares. In terms of demand drivers, the data demonstrates that laptop utilization in Italy is intricately associated with age demographics. Those in the 25-44 age group reported the highest daily use, with nearly 45%, whereas regular usage decreased with age. However, it is vital to note that there has been a very slight decline in the percentage of Italians using a laptop at least once a week across the board, dropping from nearly 18% to 17% between 2017 and 2022. Despite this, Italian households have steadily increased their average annual spending on such devices, reflecting a compounded increase of between 20% and 25% over four years. Once again, the surge in 2020 was noteworthy, representing over a 50% hike within two years, aligning with the previously mentioned peak in demand. Import-export dynamics further emphasize Italy's position as a net importer of laptop computers. Italy's import values rose by over 20% from around $2.8 billion to $3.5 billion, with exports also increasing from roughly $980 million to $1.15 billion, marking a growth of over.

Key Players in the Italian Laptop Market Landscape

As we explore the dynamic Italian laptop market, we encounter a notable blend of both local powerhouses and international tech titans that are steering the industry towards innovation and customer satisfaction. Let's delve into the profiles of the companies that stand out in the competitive landscape of Italy's laptop sector.

• Esprinet S.p.A. – Leading from the front is Esprinet, a major player in the value-added distribution of IT and consumer electronics in Southern Europe. With a vast portfolio that encompasses everything from hardware to software solutions, Esprinet has become synonymous with comprehensive tech offerings, catering not only to resellers but also directly to end customers.
• Computer Gross S.p.A. – Another distinguished name in the Italian market, Computer Gross has carved out a significant presence for itself as a distributor of information technology and consumer electronics products. Boasting expertise in various IT solutions, Computer Gross offers an extensive array that serves a wide spectrum of consumer needs, from personal computing to business solutions.
• Attiva S.p.A. – Attiva has positioned itself as a specialist distributor with a strong focus on value-added services. By offering tailored solutions that address the intricacies of modern-day computing needs, Attiva is an influential actor that enables businesses and consumers to optimize their technological capabilities.
• Datamatic S.p.A. – With a keen eye on technology’s pulse, Datamatic remains at the forefront of distributing high-tech computer and consumer electronic goods. Its product range, competitive pricing, and dedicated service provision have earned it a loyal client base and a prominent position in the Italian market.
• Microsoft S.r.l.– A global giant in the world of technology, Microsoft's Italian subsidiary continues to make waves with its innovative product line-up, including its signature Surface range of laptops and tablets. The Surface line exemplifies Microsoft's commitment to combining sleek design, versatility, and cutting-edge functionality, ensuring its continued popularity among Italian users.
• HP Italy S.r.l. – HP's stronghold in Italy reflects the brand’s global reputation for reliability and quality. Offering a diverse array of laptops that cater to various segments, including professionals, gamers, and casual users, HP Italy serves as a pillar in the Italian laptop segment, often setting trends with its technological advancements.
• Ingram Micro S.r.l. – As a broad-based distributor, Ingram Micro extends its global expertise to the Italian market, providing unparalleled access to a vast selection of technology products, including laptops from leading brands. 

Inforamtion

• Number of pages : 30 pages
• Format : Digital and PDF versions
• Last update : 20/12/2023

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