J'achète l'étude complète
Synthèse
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
à la compréhension de ce marché
Détail du contenu
Informations
- Nombre de pages : 30 pages
- Format : Version digitale et PDF
- Dernière mise à jour : 07/12/2023
Sommaire et extraits
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 ...
Liste des graphiques
- Projection de la taille du marché mondial des ordinateurs portables
- Part de marché des ordinateurs portables
- Chiffre d'affaires du marché des ordinateurs
- Répartition des ordinateurs vendus par type
- Revenus des trois segments d'ordinateurs
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Dernières actualités
En 2023, le volume d’affaires de Cdiscount continue de baisser mais son Ebitda s’améliore - 29/02/2024
- Activité totale de Cnova, maison mère de cdiscount: volume d'affaires de à 2,8 milliards d'euros.
- Chiffre d'affaires net de 1,196 milliard d’euros.
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- Le chiffre d'affaires de Juniper devrait être supérieur à 5 milliards de dollars, en croissance de 6%.
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- Le projet de développement et production de semi-conducteurs de puissance de nouvelle génération représente un investissement de 2,5 milliards d'euros
- Les deux entreprises, Toshiba et Rohm, prévoient d'investir respectivement 99,1 milliards de yens (840 millions d'euros) et 289,2 milliards de yens (1,9 milliard d'euros) dans le projet.
- Rohm a investi 300 milliards de yens (1,9 milliard d’euros) dans le rachat de Toshiba.
- Toshiba et Rohm occupent respectivement la sixième et huitième places mondiales du marché des composants et modules électroniques de puissance en 2022, avec des parts de marché respectives de 3,5% et 3%.
- Le marché est actuellement dominé par trois leaders mondiaux : l’allemand Infineon Technologies, l’américain Onsemi et le franco-italien STMicroelectronics.
Commerce en ligne : les sites français menacés par de nouveaux rivaux - 17/11/2023
- Cdiscount est maintenant en sixième position parmi les sites d'e-commerce les plus fréquentés selon le baromètre Médiamétrie.
- La FNAC est en neuvième position du classement des sites d'e-commerce les plus fréquentés.
- E.Leclerc est maintenant en cinquième place et Carrefour en huitième place.
- Les sites chinois Shein, Temu et AliExpress intègrent et approchent le Top 10 avec respectivement les rangs de 10e, 11e et 12e.
- La vente en ligne a gagné 30 % par rapport à 2019 selon la Fédération de l'e-commerce et de la vente à distance (Fevad).
- Les chiffres de FNAC Darty montrent une baisse des ventes en ligne et en magasin de 1,8 % sur les neuf premiers mois de l'année.
- Des entreprises comme Cdiscount arrêtent les ventes promotionnelles à perte
- ManoMano supprime un quart de ses effectifs.
Cdiscount, le champion français qui doit changer de modèle en pleine tempête Casino - 17/11/2023
- Le milliardaire tchèque Daniel Kretinsky récupérere avec Casino le champion français de l'e-commerce
- Au troisième trimestre, le volume de vente a plongé de 13,5 % en un an, à 667 millions d'euros et les ventes directes (les produits achetés et revendus par le site par opposition aux ventes réalisées par les marchands tiers présents sur sa place de marché) de 35 %.
- A la fin du premier semestre, Cdiscount affichait un déficit net de 47 millions d'euros
- La place de marché accueille des marchands tiers, prélève une commission de 7 % à 15 % sur chaque commande et vend des services logistiques et de la publicité
- Cdiscount mise tout sur sa place de marché.
- La « market place » génère 63 % du volume d'activité contre 55 % il y a un an. L'objectif est d'atteindre les 70 %. C'est le modèle de l'e-commerçant polonais Allegro.
- Cdiscount est à la sixième position des sites les plus fréquentés.
- Les 1.600 marchands tiers maintiennent une offre large de 80 millions de références.
- Les recettes de la filiale Octopia, le concurrent de Mirakl qui vend des solutions pour créer une place de marché, progressent de 54 %
- La filiale C-Logistics a multiplié par 6 ses clients externes.
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