Tablets guarantee growth: GfK

gfkGfK findings on the IT market – first half of 2013

Nuremberg, 4 September 2013 – Global consumer demand for computers was up by a robust 18 percent in the first six months of 2013. However, this figure only applies if including the new generation tablets in the computer market. These are GfK’s findings on the IT market, which are published to coincide with IFA 2013 in Berlin, Germany.

Focusing exclusively on the segment of traditional computers, the trend is far more ambivalent. Compared with the first half of the previous year, demand for mobile computers decreased by 9 percent in the first six months of 2013 while demand for desktop computers was down by a considerable 21 percent. The positive overall trend is therefore based on the significant rise in demand for media tablets of 126 percent. The computer market is currently undergoing sweeping changes on a scale not seen in the past 20 years. This trend is set to continue in the remaining months of the year, although less pronounced. GfK currently estimates an increase in demand of between 15 percent and 20 percent for 2013 as a whole.

The trend in sales figures for computers and tablets varied in the different regions. Latin America as well as Asia and the Pacific only recorded growth of 7 percent and 3 percent respectively in the first half of the year. At the same time, growth rose sharply in Western Europe and the Commonwealth of Independent States (CIS), which comprises the former member states of the Soviet Union, at 30 percent each. The Middle East and Africa region increased sales by as much as 44 percent while growth in Central and Eastern Europe totaled 49 percent. Growth in all regions was driven by media tablets. Desktop and portable computers faced a significant, double-digit downward trend in demand. The only region with single-digit growth in this segment was the Middle East and Africa.

No positive impetus so far from Windows 8

The positive impetus anticipated from the launch of Windows 8 for traditional home computers has not yet materialized. This is mainly due to the limited availability and presence of touch screen computers and displays as well as the lacking depth and breadth of the relevant product ranges in retail. Consequently, only the best designs and ultra-thin notebooks generated enthusiasm, particularly among consumers with strong buying power. In Western Europe, the segment already accounted for almost 12 percent of demand for traditional computers in June 2013 – with a marked upward trend. Demand for computers is evidently undergoing a paradigm shift. The tendency is away from the traditional purely productive use to entertainment-based use of content. Today, computers are a lifestyle object and gateway to the multifaceted cloud information universe.

Small tablets most popular

This trend explains the boom in demand for media tablets. For the first six months of 2013, the growth figures recorded were 110 percent in Western Europe, 150 percent in the Middle East and Africa and far exceeding 200 percent each in Central and Eastern Europe as well as the Commonwealth of Independent States. Within this segment, a structural change is also occurring in consumer demand. The long period of domination by nine and ten inch tablets is currently being replaced by demand for the cheaper seven inch tablets. In June 2013, this segment combined 45 percent of demand for tablets in Western Europe and 51 percent worldwide. Year-on-year, the segment also recorded the highest growth rate with an increase of just over 540 percent in Western Europe and almost 450 percent at global level. Features including very attractive price positioning, an ultra mobile format, Wi-Fi and touch screens have made these products popular with consumers across the globe. The larger first generation tablets only posted sales growth of 39 percent in Western Europe and 35 percent worldwide in the same period. High prices and the first signs of saturation on the part of consumers have caused these diverging trends in the media tablet segment.

This overall situation already indicates a clear trend for year-end business. All-in-one computers and notebooks with touch screens, ultra-thin notebooks, small tablets and the associated accessories markets for mouse, keyboards and covers are set to be the focus of consumer interest in the final months of this year. In addition, new formats such as slider and convertible notebooks/tablets are likely to convince consumers with their design and given that they are very user-friendly. Total growth in demand for “new” computing is currently expected to range from 13 percent to 18 percent worldwide and from 19 percent to 24 percent in Western Europe for the remaining year.

The method

Through its retail panel, GfK regularly collects IT-related data, including hardware, software and accessories, in more than 90 countries worldwide. The present evaluation is based on the latest trends in the IT market observed during the first half of 2013.
For further information contact: Dr. Rudolf Aunkofer, +49 911 395-2282,
rudi.aunkofer@gfk.com, or visit our office at the IFA trade fair in Berlin from 6 September to 11 September 2013 (Grosser Stern, VIP Area 2).

About GfK

GfK is one of the world’s largest research companies, with almost 13,000 experts working to discover new insights into the way people live, think and shop, in over 100 markets, every day. GfK is constantly innovating and using the latest technologies and the smartest methodologies to give its clients the clearest understanding of the most important people in the world: their customers. In 2012, GfK’s sales amounted to €1.51 billion.

To find out more, visit www.gfk.com