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Table of Contents
- Scope and Themes
- What you need to know
- Definition
- Data
- Abbreviations and terms
- Terms
- Target audience segmentation
- Executive Summary
- Falling prices result in limited growth
- PCs learn to play
- Changing platforms
- Notebooks take the lead
- Tough competition
- The in-store experience as a research tool
- PC specialists in trouble
- Different apps for different folks
- Carefully considered buying decisions
- Service matters
- Market Drivers
- Summary of market drivers
- The tail wagging the dog: Internet driving PC sales
- Figure 1: U.S. households with home broadband and dial-up access, 2003-07
- Wi-Fi growth important to laptop sales
- The PC as a communications platform
- Growth of entertainment and content creation applications
- Figure 2: U.S. penetration of PC-related media technologies, 2005 and
2007
- Continued price declines
- Ad-supported applications to de-marginalize Linux OS
- OS issues and the resurgence of Apple
- Figure 3: Minimum System requirements for Major Operating Systems
- Figure 4: Operating systems used, August 2007
- Limited LCD supplies
- Increased use of PCs for educational purposes
- An uncertain economy
- Recommendations
- Market Size and Trends
- Figure 5: U.S. supplier sales of home computers, 2002-07
- Figure 6: U.S. Unit sales and average price per unit, 2002-07
- Market Segmentation
- Introduction
- Figure 7: Sales of personal computers, by segment, 2005 and 2007
- Notebook PCs
- Figure 8: U.S. notebook PC sales, 2002-07
- Figure 9: Average manufacturer' s sales price for laptops, 2002-07
- Desktop PCs
- Figure 10: U.S. desktop PC sales, 2002-07
- Figure 11: U.S. desktop PC unit sales and pricing, 2002-06
- Supply Structure
- Overview
- Figure 12: PC unit shipments for business and CE, by supplier, 2004-07
- Figure 13: Intent to purchase PCs, by brand, 2005 and 2007
- Industry developments and trends
- Battle of the titans
- Marketing matters
- Increased foreign competition
- Advertising and Promotion
- Introduction
- Figure 14: U.S. media spending, by PC manufacturers and related brands,
2006
- Print advertising and direct marketing
- Television advertising
- Apple
- Figure 15: Television spot: Mac vs. PC, 2007
- Dell
- Figure 16: Television spot: Dell XPS M1330, 2007
- HP
- Figure 17: Television spot: HP pavilion DV-6000 notebook, 2007
- Online advertising
- Store promotions and discounts
- Retail Distribution
- Overview
- Figure 18: Stores where most recent PC purchase was made, 2003 and 2007
- Changing channels
- Figure 19: Leading PC sellers through non-store channels, 2005 and 2006
- Computer stores hurting
- Service sells
- Niche players
- PC Ownership, Intent to Purchase and Primary OS
- Summary
- PC ownership
- Figure 20: PC ownership, by age, income, race/ethnicity, May 2006-June
2007
- Laptops vs. desktops
- Figure 21: Desktop and laptop PC ownership, 2003-07
- Figure 22: Desktop and laptop PC ownership, by household income, 2007
- Figure 23: Desktop and laptop PC ownership, by race/ethnicity, 2007
- Multiple PC ownership
- Figure 24: Number of PCs Owned, 2003 and 2007
- Date of most recent purchase
- Figure 25: Date of most recent PC purchase, 2003-07
- Buying used
- Intent to purchase
- Figure 26: Intent to purchase a PC, by age, income, race/ethnicity and
household size, May 2006-June 2007
- OS platforms
- Figure 27: Primary operating system used on notebook PC, by age, August
2007
- Figure 28: Primary operating system used on desktop PC, by age, August
2007
- How Home PCs are Used
- Summary
- Use of Internet, gaming, digital photography, and telecommuting in
non-Internet sampling
- Figure 29: PC application usage by non-Internet sample, 2005 and 2007
- Figure 30: Application usage by non-Internet sample, by age, May
2006-June 2007
- Figure 31: Application usage by non-Internet sample, by household
income, May 2006-June 2007
- Figure 32: Application usage by non-Internet sample, by race/ethnicity,
May 2006-June 2007
- Comparison of usage between online and offline respondents
- Figure 33: PC application usage, Internet and non-Internet samples, May
2006-June 2007 and August 2007
- Usage: Internet vs. productivity vs. entertainment
- Figure 34: Internet vs. productivity vs. entertainment, by age and
income, August 2007
- Multimedia application usage
- Figure 35: Usage of multimedia applications on PCs, by age, August 2007
- Figure 36: Usage of multimedia applications on PCs, by race/ethnicity,
August 2007
- Usage for productivity, communications, and Web content creation
- Figure 37: Usage of various applications on PCs, by age, August 2007
- Figure 38: Usage of various applications on PCs, by income, August 2007
- The Purchasing Process
- Summary
- Involvement in decision-making process for notebook purchase
- Figure 39: Involvement in notebook PC purchasing decision, by gender and
race/ethnicity, August 2007
- The research process
- Figure 40: Research conducted for laptop purchase, by gender, August 2007
- Figure 41: Research conducted for laptop purchase, by income, August 2007
- Factors considered in purchasing
- Figure 42: PC purchasing factors, laptops and desktops, August 2007
- Figure 43: PC purchasing factors for laptops, by age, August 2007
- Figure 44: PC purchasing factors for laptops, by household income,
August 2007
- Purchase price
- Figure 45: Average PC purchase price, 2003-07
- Figure 46: Average PC purchase price, age, income, race/ethnicity and
household size, May 2006-June 2007
- Service and warranty
- Figure 47: Service and warranty issues impacting PC purchase, by age,
income and race/ethnicity, August 2007
- Future Trends and Forecast
- The living room desktop and satellite laptops
- Figure 48: Size and type of most recently purchased owned, 2002-06
- PCs as lifestyle products
- The PC as a cost-saving device
- Continued price declines
- It' s all about service
- Non-PC PCs to compete with PCs
- Breaking the size barrier
- Growth of niche market PCs
- Market forecast
- Home computers
- Figure 49: Forecast of total U.S. supplier sales of home computers, at
current and constant prices, 2007-11
- Notebook home computers
- Figure 50: Forecast of U.S. supplier sales of notebook home computers,
at current and constant prices, 2007-11
- Desktop home computers
- Figure 51: Forecast of U.S. supplier sales of desktop home computers, at
current and constant prices, 2007-11
- Forecast factors
- Appendix: Trade Associations
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