As the trend towards a hybrid work and lifestyle continues, individuals and businesses increasingly invest in tech devices such as PCs. Although the difficult economic conditions experienced in 2023 are expected to have an impact on device spending, the outlook for the European PC market remains generally positive. In 2022, PC revenues in Europe amounted to 44.6 billion euros, with forecasts for 2023 suggesting this figure is set to grow by around 2.5 percent in 2023. The European PC market includes several types, including workstations and desktops, as well as portable products in the form of laptops, notebooks, and tablets.
PC vendors in Europe vie for a greater market share
Lenovo and HP have ranked as the leading PC vendors across the continent, occupying around 50 percent of the
Western Europe PC market in many quarters. When looking more closely on a country-specific level at laptop ownership, consumers in Germany favor the above along with Acer, while consumers in the United Kingdom (UK) also lean toward Apple MacBook devices. For tablets, Apple’s iPad and Samsung devices prove to be most popular among tablet owners in Germany, a trend that is also apparent with tablet owners in the UK, where the iPad proves even more popular.
PC penetration in Europe continues to rise
In 2023, the number of households with a computer in Europe is projected to approach 255 million, with forecasts suggesting this is likely to approach 265 million by 2028. Household computer penetration in Europe is predicted to reach 81 percent in 2023, with Central and Western Europe, as well as Northern Europe, expected to record a penetration figure of closer to 90 percent. PC penetration in Southern Europe and Eastern Europe remains lower than the rest of the continent, although both regions are expected to make gains in the coming years.
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