市場調査レポート

中国のデスクトップ・ラップトップコンピューター市場

Desktop and Laptop Computers - China - August 2014

発行 Mintel China 商品コード 312586
出版日 ページ情報 英文 209 Pages
納期: 即日から翌営業日
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中国のデスクトップ・ラップトップコンピューター市場 Desktop and Laptop Computers - China - August 2014
出版日: 2014年08月01日 ページ情報: 英文 209 Pages
概要

当レポートでは、中国におけるデスクトップ・ノートパソコン市場について調査し、中国における現在のデスクトップ・ノートパソコン利用動向、将来における購買動向、消費者の購入決定に影響する重要な要因、タブレットコンピューターの登場に対するノートパソコンメーカーの反応などについて分析しており、消費者調査結果をまとめ、お届けいたします。

第1章 イントロダクション

第2章 エグゼクティブサマリー

第3章 課題と考察

  • デスクトップパソコンを購入する理由
  • ノートパソコンの進化動向
  • 異なるスクリーン間のシンクロナイゼーションはデスクトップおよびラップトップブランドにメリットとなるか、ほか

第4章 トレンド

  • 猛スピード
  • 制御
  • オールインワン

第5章 市場規模と予測

  • 要点
  • デスクトップ・ノートパソコン全体の売上は成長が続く
  • 市場成長促進因子
  • 中国の購買客はかつてないほどに裕福
  • デジタル時代における消費者需要
  • 中国の消費者は機能によって動かされる
  • ハイブリッドタブレットvs.コンバーチブル・ハイブリッドラップトップ
  • より強力なデバイスが注目されアップグレードを促す
  • Windows OSの開発
  • 成長障壁
  • 収益性の需要が増加
  • スマートフォンの盛況
  • タブレットの増加
  • 予測
  • 売上台数予測
  • 市場額予測
  • 調査手法

第6章 市場区分

  • 要点
  • デスクトップの将来展望が懸念される
  • デスクトップパソコン販売台数の予測
  • ノートパソコンは現在、主要な成長エンジン
  • ノートパソコン販売台数の予測
  • ノートパソコンはコンピューター売上でデスクトップを上回る

第7章 市場シェア

  • 要点
  • 中国市場ではLenovoがリードを示す
  • その他の企業は困難に直面
  • 収益生成のロールモデルとしてのApple

第8章 革新的企業はどこか?

  • 要点
  • 互換性
  • ディスプレイ
  • スクリーンサイズ
  • ゲーム

第9章 企業・ブランド

  • Lenovo Group Limited.
  • Apple Inc.
  • Asustek Computer Inc.
  • Hewlett-Packard Development Company, L.P.
  • Acer Inc.
  • Dell Inc.

第10章 消費者:デスクトップ・ノートパソコンの所有

第11章 消費者:デスクトップ・ノートパソコンの購入予定

第12章 消費者:デスクトップ・ノートパソコンで行う活動

第13章 消費者:将来においてデスクトップ・ノートパソコンを洗濯する際の重要な要因

第14章 消費者:ブランドを検討する態度

第15章 消費者:デスクトップ・ノートパソコンに対する態度

第16章 消費者:区分

第17章 付録:予測

第18章 付録:デスクトップ・ノートパソコンの所有

第19章 付録:デスクトップ・ノートパソコンの購入予定

第20章 付録:デスクトップ・ノートパソコンで行う活動

第21章 付録:将来においてデスクトップ・ノートパソコンを洗濯する際の重要な要因

第22章 付録:ブランドを検討する態度

第23章 付録:スクトップ・ノートパソコンに対する態度

第24章 付録:詳細分析

目次

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"Over the past few decades, desktop and laptop computers have become essential both for business and personal use. However the rise of mobile devices , in particular tablets and smartphones, has posed a serious threat to these 'traditional' forms of personal computers. The demand for portability is the biggest threat to desktop and laptop computers' long-term development.

In future, desktop computers will become a niche segment, while laptops will continue to evolve with improved functionality and innovations in form factor, as has been seen with convertible and hybrid laptops. Tablets and smartphones will likely remain important supplementary devices rather than replacing desktop and laptop computers completely."

- Can Huang , Senior Research Analyst


Some questions answered in this report include:

  • What are the current usage patterns of desktop and laptop computers in China
  • Are consumers still enthusiastic to purchase desktop and laptop computers in future
  • What are the key deciding factors influencing consumers' buying behaviour
  • Is there still a future for desktop computers
  • How should laptop manufacturers react to the emergence of tablet computers

In today's competitive landscape, PC brands and companies need to consider the whole package - not only software and hardware, but also content and services - in order to stand out from the competition.

Deaktop and Laptop Computers-Trends

  • While tablets and smartphones are increasingly stealing the limelight, offering high-powered configurations could be a way for manufacturers to lure consumers back to desktops and laptops, in particular gamers, designers, and musicians, who require more powerful processors and graphics capabilities.
  • As usage has increased, people have become more savvy users and their demands when it comes to PCs have diversified. It is for this reason that customisation has been a persistent feature of the PC market.
  • One key way for brands to offer greater integration is through cloud storage and sharing services that provide consumers with the convenience of accessing data at any time and place. This is part of the trend from local to online storage.

Table of Contents

1. Introduction

  • Definitions
  • Desktops
  • Laptops
  • Tablets
  • Methodology
  • Abbreviations

2. Executive Summary

  • The market
    • Figure 1: Desktops and laptops forecast, by volume sales, 2009-19
    • Figure 2: Desktops forecast, by volume sales, 2009-19
    • Figure 3: Laptops forecast, by volume sales, 2009-19
    • Figure 4: Desktop and laptop computer sales in China, by volume share, 2009-14 (est)
  • Companies and brands
    • Figure 5: Top desktop and laptop computer companies, by volume share, 2012-13
  • The consumer
  • The consumer - Ownership of desktops and laptops
    • Figure 6: Personal computer ownership, May 2014
    • Figure 7: Personal computer ownership, by number of products, May 2014
  • The consumer - Plans to purchase desktops and laptops
    • Figure 8: Plans to purchase personal computers, May 2014
  • The consumer - Activities carried out on desktops and laptops
    • Figure 9: Activities on desktop and laptop computers, May 2014
  • The consumer - Important factors for choosing desktops and laptops
    • Figure 10: Consideration factors for choosing desktop computers in future, May 2014
    • Figure 11: Consideration factors for choosing laptop computers in future, May 2014
  • The consumer - Attitudes towards brand considerations
    • Figure 12: Attitudes towards brand considerations, May 2014
  • The consumer - Attitudes towards desktops and laptops
    • Figure 13: Attitudes towards desktop and laptop computers, May 2014
  • The consumer - Segmentation
  • Key issues
  • Is there any reason to buy desktops anymore
  • What trends are we going to see in laptop evolution
  • Can synchronisation between different screens benefit desktop and laptop brands
  • What we think

3. Issues and Insights

  • Is there any reason to buy desktops anymore
  • The facts
  • The implications
    • Figure 14: Desktop computer ownership and plans to purchase, May 2014
  • What trends are we going to see in laptop evolution
  • The facts
  • The implications
    • Figure 15: Laptop computer ownership and plans to purchase, May 2014
  • Can synchronisation between different screens benefit desktop and laptop brands
  • The facts
  • The implications
    • Figure 16: Personal computer ownership, by number of products, May 2014

4. Trend Application

  • Fast and furious
  • Take control
  • All in one

5. Market Size and Forecast

  • Key points
  • Overall sales of desktops and laptops continue to grow
    • Figure 17: Desktop and laptop computers sales in China, by volume, 2009-14 (est)
    • Figure 18: Desktop and laptop computers sales in China, by value, 2009-14 (est)
    • Figure 19: Average prices for desktop and laptop computers, 2009-14 (est)
  • Market drivers
  • Chinese shoppers are wealthier than ever
    • Figure 20: Annual per capita net income and actual growth rate of urban and rural residents in China, 2008-13
  • Consumer demands in the digital era
  • Function driven Chinese consumers
  • Hybrid tablets versus convertible and hybrid laptops
  • More powerful devices attract attention and encourage upgrades
  • Developments of Windows OS
  • Growth barriers
  • Increasing demand for portability
  • Thriving smartphones
    • Figure 21: Non-smart phones and smartphones split, by volume share, 2008-13
  • The rise of tablets
  • Commoditisation
  • Forecast
  • Total market volume forecast
    • Figure 22: Desktops and laptop forecast, by volume sales, 2009-19
  • Total market value forecast
    • Figure 23: Desktops and laptop forecast, by value sales, 2009-19
  • Methodology

6. Market Segmentation

  • Key points
  • While the future prospects for desktops is worrying...
    • Figure 24: Desktop computers sales in China, by volume, 2009-14 (est)
  • Desktop volume forecast
    • Figure 25: Desktops forecast, by volume sales, 2009-19
  • ...laptops are now the major growth engine...
    • Figure 26: Laptop computers sales in China, by volume, 2009-14 (est)
  • Laptop volume forecast
    • Figure 27: Laptops forecast, by volume sales, 2009-19
  • ...and laptops overtake desktops in computer sales
    • Figure 28: Desktop and Laptop computers sales in China, by volume share, 2009-14 (est)

7. Market Share

  • Key points
  • Lenovo leads the show in China market
    • Figure 29: Top desktop and laptop computer companies, by volume share, 2012-13
  • Other players facing difficulties
  • Apple as a role model for revenue generation
    • Figure 30: Top desktop and laptop computer companies, by value share, 2012-13

8. Who's Innovating

  • Key points
  • Convertibility - Brands explore convertible and hybrid concepts
  • Display - 4K is the new frontier
  • Screen size - Moving towards bezel-less designs
  • Gaming - Desktops as gaming hubs

9. Companies and Brands

  • Lenovo Group Limited.
  • Apple Inc.
  • Asustek Computer Inc.
  • Hewlett-Packard Development Company, L.P.
  • Acer Inc.
  • Dell Inc.

10. The Consumer - Ownership of Desktops and Laptops

  • Key points
  • Laptops have the highest penetration, followed by desktops
    • Figure 31: Personal computer ownership, May 2014
  • Ownership of desktops is particularly high
    • Figure 32: Personal computer ownership, by comparison, May 2014 (China) and June 2014 (UK)
  • Desktops find more of a following among men
    • Figure 33: Personal computer ownership, by age, May 2014
  • Educational and family needs important factors in high desktop ownership
    • Figure 34: Personal computer ownership, by marital status and children in household, May 2014
  • Laptops attract more younger users in their 20s
    • Figure 35: Personal computer ownership, by age, May 2014
  • Laptops are more popular among consumers in tier one cities
    • Figure 36: personal computer ownership, by city tier, May 2014
  • Regular notebooks are the most common form of laptop
    • Figure 37: Laptop computer ownership, May 2014
  • Tower units are the most popular form of desktop
    • Figure 38: Desktop computer ownership, May 2014
  • Consumers tend to own multiple numbers of computers
    • Figure 39: Personal computer ownership, by number of products, May 2014
  • People use tablets as companions to desktops and laptops
    • Figure 40: Personal computer ownership, by number of products, and by computer type, May 2014
  • Multiple-ownership of computers increases with higher income...
    • Figure 41: Personal computer ownership, by number of products, and by age, income and marital status, May 2014
  • ...and tier one citizens also tend to own more computers
    • Figure 42: Personal computer ownership, by number of products, and by city tier, May 2014

11. The Consumer - Plans to Purchase Desktops and Laptops

  • Key points
  • The game for laptops is not over
    • Figure 43: Plans to purchase personal computers, May 2014
  • Desktops still popular among men
    • Figure 44: Plans to purchase personal computers, by gender and age, May 2014
  • Money talks for future desktop and laptop buying intention
    • Figure 45: Plans to purchase personal computers, by income, May 2014
  • Growing interest towards convertible and hybrid laptops
    • Figure 46: Plans to purchase laptops, May 2014
  • Consumers still interested in desktops, especially all-in-one models
    • Figure 47: Plans to purchase desktops, May 2014

12. The Consumer - Activities Carried out on Desktops and Laptops

  • Key points
  • Consumers still have a use for desktops and laptops
    • Figure 48: Activities on desktop and laptop computers, May 2014
  • Online shopping and work related activities are more popular on desktops and laptops
    • Figure 49: Activities on desktop and laptop computers, by individual activities, May 2014
  • Little differentiation in the use of devices regardless of city tier
    • Figure 50: Activities on desktop computers, by income and city tier, May 2014
    • Figure 51: Activities on laptop computers, by income and city tier, May 2014
  • Increasing the number of activities could help boost usage of desktops and laptops
    • Figure 52: Activities on personal computers, by number of activities, May 2014

13. The Consumer - Important Factors for Choosing Desktops and Laptops in Future

  • Key points
  • Fast and responsive is the top purchasing factor for desktops by far
    • Figure 53: Consideration factors for choosing desktop computers in future, May 2014
  • Brand is an important consideration factor in China while low in cost is a top condition for UK consumers
    • Figure 54: Consideration factors for choosing desktop computers in future, by comparison on rank one, May 2014 (China) and June 2014 (UK)
  • Brand is also an differentiating factor for people in their 20s
    • Figure 55: Consideration factors for choosing desktop computers in future, by rank one, by age, May 2014
  • Fast and responsive is also the most important purchasing factor for laptops
    • Figure 56: Consideration factors for choosing laptop computers in future, May 2014
  • Brand and quality display are key factors separating Chinese and UK future laptop buyers
    • Figure 57: Consideration factors for choosing laptop computers in future, by comparison on rank one, May 2014 (China) and June 2014 (UK)
  • Lightweight and compact are more attractive features to people in their 20s
    • Figure 58: Consideration factors for choosing laptop computers in future, by rank one, by age, May 2014

14. The Consumer - Attitudes towards Brand Considerations

  • Key points
  • Consumers favour online product reviews
    • Figure 59: Attitudes towards brand considerations, by online product reviews, May 2014
  • Recommendations from family and friends are much more effective than from salespeople
    • Figure 60: Attitudes towards brand considerations, by recommendations, May 2014
  • Opportunities for cross-branding but more efforts are needed
    • Figure 61: Attitudes towards brand considerations, by brand equity, price, and quality, May 2014
  • Both electronic and actual word-of-mouth are particularly effective for people in their 20s
  • Figure: Attitudes towards brand considerations, by age, May 2014

15. The Consumer - Attitudes towards Desktops and Laptops

  • Key points
  • Data synchronisation is in high demand
    • Figure 62: Attitudes towards desktop and laptop computers, by dynamics between devices, May 2014
  • High earners are more demanding when it comes to data synchronisation
    • Figure 63: Attitudes towards desktop and laptop computers, by dynamics between devices, by income, May 2014
  • Desktops not yet ready for the scrap heap thanks to customisation
    • Figure 64: Attitudes towards desktop and laptop computers, by desktops related, May 2014
  • Tablets versus laptops - mobility versus usage experience
    • Figure 65: Attitudes towards desktop and laptop computers, by laptops related, May 2014
    • Figure 66: Attitudes towards desktop and laptop computers, by laptops related, by gender, May 2014
  • Tablets are preferred given the same price
    • Figure 67: Attitudes towards desktop and laptop computers, by additional attitudes, May 2014

16. The Consumer - Segmentation

  • Key points
  • Consumer segmentation
    • Figure 68: Target groups, May 2014
  • Demotivated (23% of sample)
  • Demanders (23% of sample)
  • Pro-tab (22% of sample)
  • Satisfied (16% of sample)
  • Pro-lap (16% of sample)
    • Figure 69: Attitudes towards desktop and laptop computers, by target group, May 2014

17. Appendix - Forecast

  • Desktop value forecast
    • Figure 70: Desktops forecast, by value sales, 2009-19
  • Laptop value forecast
    • Figure 71: Laptops forecast, by value sales, 2009-19

18. Appendix - Ownership of Desktops and Laptops

  • Figure 72: Ownership of personal computers, May 2014
  • Figure 73: Ownership of personal computers - Desktop, by demographics, May 2014
  • Figure 74: Ownership of personal computers - Laptop, by demographics, May 2014
  • Figure 75: Ownership of personal computers - Tablet, by demographics, May 2014
  • Repertoire analysis
  • Figure 76: Repertoire of ownership of personal computers, May 2014
  • Figure 77: Repertoire of ownership of personal computers, by demographics, May 2014

19. Appendix - Plans to Purchase Desktops and Laptops

  • Figure 78: Plans to purchase personal computers, May 2014
  • Figure 79: Plans to purchase personal computers - Desktop, by demographics, May 2014
  • Figure 80: Plans to purchase personal computers - Laptop, by demographics, May 2014
  • Figure 81: Plans to purchase personal computers - Tablet, by demographics, May 2014

20. Appendix - Activities Carried Out on Desktops and Laptops

  • Figure 82: Activities on desktop and laptop computers, May 2014
  • Figure 83: Most popular activities on desktop and laptop computers - Personal computer, by demographics, May 2014
  • Figure 84: Next most popular activities on desktop and laptop computers - Personal computer, by demographics, May 2014
  • Figure 85: Other activities on desktop and laptop computers - Personal computer, by demographics, May 2014
  • Figure 86: Least popular activities on desktop and laptop computers - Personal computer, by demographics, May 2014
  • Figure 87: Most popular activities on desktop and laptop computers - Desktop, by demographics, May 2014
  • Figure 88: Next most popular activities on desktop and laptop computers - Desktop, by demographics, May 2014
  • Figure 89: Other activities on desktop and laptop computers - Desktop, by demographics, May 2014
  • Figure 90: Least popular activities on desktop and laptop computers - Desktop, by demographics, May 2014
  • Figure 91: Most popular activities on desktop and laptop computers - Laptop, by demographics, May 2014
  • Figure 92: Next most popular activities on desktop and laptop computers - Laptop, by demographics, May 2014
  • Figure 93: Other activities on desktop and laptop computers - Laptop, by demographics, May 2014
  • Figure 94: Least popular activities on desktop and laptop computers - Laptop, by demographics, May 2014
  • Figure 95: Most popular activities on desktop and laptop computers - Tablet, by demographics, May 2014
  • Figure 96: Next most popular activities on desktop and laptop computers - Tablet, by demographics, May 2014
  • Figure 97: Other activities on desktop and laptop computers - Tablet, by demographics, May 2014
  • Figure 98: Least popular activities on desktop and laptop computers - Tablet, by demographics, May 2014

21. Appendix - Important Factors for Choosing Desktops and Laptops in Future

  • Figure 99: Consideration factors for choosing desktop and laptop computers, May 2014
  • Figure 100: Consideration factors for choosing laptop computers, May 2014
  • Figure 101: Most popular consideration factors for choosing desktop computers - Rank 1, by demographics, May 2014
  • Figure 102: Next most popular consideration factors for choosing desktop computers - Rank 1, by demographics, May 2014
  • Figure 103: Most popular consideration factors for choosing laptop computers - Rank 1, by demographics, May 2014
  • Figure 104: Next most popular consideration factors for choosing laptop computers - Rank 1, by demographics, May 2014

22. Appendix - Attitudes towards Brand Considerations

  • Figure 105: Attitudes towards brand considerations, May 2014
  • Figure 106: Most popular attitudes towards brand considerations, by demographics, May 2014
  • Figure 107: Next most popular attitudes towards brand considerations, by demographics, May 2014

23. Appendix - Attitudes towards Desktops and Laptops

  • Figure 108: Attitudes towards desktop and laptop computers, May 2014
  • Figure 109: Agreement with the statement 'Only one computer is enough for all usage occasions', by demographics, May 2014
  • Figure 110: Agreement with the statement 'Data synchronisation between different digital devices is important to me', by demographics, May 2014
  • Figure 111: Agreement with the statement 'Using a desktop is out of fashion', by demographics, May 2014
  • Figure 112: Agreement with the statement 'Compared to laptop, one of the advantages of desktop is its customisable configuration', by demographics, May 2014
  • Figure 113: Agreement with the statement 'A properly functioned computer without advanced configuration is enough for my daily needs', by demographics, May 2014
  • Figure 114: Agreement with the statement 'A laptop with more comprehensive functions is appealing', by demographics, May 2014
  • Figure 115: Agreement with the statement 'Laptops provides a better usage experience than tablets', by demographics, May 2014
  • Figure 116: Agreement with the statement 'Tablets are easier to use when out and about than a laptop (even Ultrabook or Chromebook)', by demographics, May 2014
  • Figure 117: Agreement with the statement 'Tablets are more convenient to use than desktops/laptops', by demographics, May 2014
  • Figure 118: Agreement with the statement 'For similar price, a tablet is more attractive than a desktop/laptop', by demographics, May 2014
  • Figure 119: Agreement with the statement 'Latest technology developments are less seen on desktops/laptops', by demographics, May 2014
  • Figure 120: Agreement with the statement 'There is a lack of a variety of desktops/laptops to choose from', by demographics, May 2014

24. Appendix - Further Analysis

  • Figure 121: Target groups, May 2014
  • Figure 122: Target groups, by demographics, May 2014
  • Figure 123: Ownership of personal computers, by target groups, May 2014
  • Figure 124: Plans to purchase personal computers, by target groups, May 2014
  • Figure 125: Activities on desktop and laptop computers, by target groups, May 2014
  • Figure 126: Consideration factors for choosing desktop computers, by target groups, May 2014
  • Figure 127: Consideration factors for choosing laptop computers, by target groups, May 2014
  • Figure 128: Attitudes towards brand considerations, by target groups, May 2014
  • Figure 129: Attitudes towards desktop and laptop computers, by target groups, May 2014
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