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Summary of our market study
The French notebook market is worth between €5 and €7 billion
The global notebook market is expected to be worth between $200 and $220 billion in 2023, rising to between $330 and $340 billion by 2030. Europe and North America account for more than half of notebook sales.
Since 2020, the notebook market has undergone dynamic changes, driven in particular by the COVID-19 pandemic. With the increase in remote working and the need for digital entertainment during downtime, notebook sales saw a notable 9% increase in 2020.
Trends in the French notebook market
Laptops account for around 90% of all computers in France. The end of 2022 saw a significant 29% drop in the market, but a rebound in sales is expected, fueled by technological innovation, urbanization and the increasing digitization of society.
Demand for new notebooks comes mainly from consumers looking to replace their older models. However, some market segments - notably gaming PCs - have experienced growth. The market is driven by high-performance devices, aimed at customers interested in activities such as video editing or specialized content creation.
The French renew their laptops every five years, with a third doing so between three and five years. The majority of French laptops are at least two years old.
Sales are strongest at the end of the year
On average, each French household owns between one and three computers, and there is a significant increase in daily computer use after periods of confinement.
The cost of laptops in France ranges from 150 euros to several thousand euros. Most purchases are between 300 and 499 euros. The main players in the French notebook market
- Asus - Asus is the leader in the French notebook market, winning the hearts of consumers with a market share of 24% in volume and 25% in value.
- HP
- Dell
- Apple
- Lenovo
- Acer
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Summary and extracts
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.
Indeed, the volume of laptop sales rose by *% in **** compared with **** (***). Due to confinements, long periods of telecommuting and increased time ...
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 ...
6 Positioning the players
6.1 Segmentation
- Apple TV
- HP Hewlett Packard
- Dell
- Toshiba Corporation
- Cdiscount (CNova)
- Acer
- Fnac Darty
- Lenovo
- Medion (Lenovo group)
- Packard Bell (Acer Group)
- Razer
- Gigabyte
- Teclast
List of charts presented in this market study
- Projected size of the global notebook market
- Notebook market share
- Computer market sales
- Breakdown of computers sold by type
- Revenues from the three computer segments
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Latest news
FNAC Darty to launch takeover bid for Italy's Unieuro on Monday - 30/08/2024
- FNAC Darty, which already holds a 4.4% stake in Unieuro, announced in mid-July its intention to buy the Italian chain of 500 electrical goods stores.
- Unieuro controls 17% of the Italian market, with a presence concentrated in the north and center of the country, the wealthiest areas.
FNAC Darty in the running to take over its Italian counterpart - 17/07/2024
- - Unieuro is valued at €249 million as part of the takeover bid launched by FNAC Darty.
- - FNAC Darty already holds a 4.4% stake in Unieuro, and is aiming for 90%.
- - Unieuro has 500 stores and around 5,000 employees.
- - Unieuro's sales in 2023 were €2.6 billion, with 14% coming from online sales and net income of €44.5 million.
- - After the operation, FNAC Darty would target sales of over 10 billion euros and 30,000 employees, controlling the market in France, Italy, Belgium, Spain and Portugal.
- - FNAC Darty's sales outside France could approach 50% of total sales.
Retail Media: Fnac Darty points of sale also become media outlets - 31/05/2024
- - Retail media sales in 2023 in France: Over 1 billion euros.
- - Retailink (Fnac Darty's advertising network) sales in 2023: 90 million euros.
- - Total sales for Fnac Darty in 2023: 7.88 billion euros.
- - Number of unique visitors per month to the Fnac Darty website: 16.3 million.
- - Number of unique visitors who may be exposed to Fnac Darty advertising outside the site: 12 million.
- - Number of screens in Fnac stores: 1,500 in 450 stores.
- - Total number of stores in the Fnac network: 987.
- - Percentage of screens in Fnac stores equipped with trackers to measure advertising audience: 25%.
- - Amazon: 38.5 million unique visitors per month.
- - Cdiscount: 23.8 million unique visitors per month.
- - Fnac Darty: Over 16 million unique visitors per month.
- - E. Leclerc: 15.7 million unique visitors per month.
- - Carrefour: 14.5 million unique visitors per month.
In 2023, Cdiscount's sales volume continues to decline, but its Ebitda improves - 29/02/2024
- Total activity of Cnova, parent company of cdiscount: sales volume of 2.8 billion euros.
- Net sales of 1.196 billion euros.
- the switch to a more profitable marketplace model is beginning to pay off, with Ebitda up 56%.
FNAC Darty increasingly driven by services - 23/02/2024
- - FNAC Darty sales in 2023: 7.9 billion euros, down 0.9
- - Services account for 15% of group sales
- - Darty Max subscription reaches 1.1 million subscribers, an increase of 300,000 subscribers over one year
- - Target of 2 million subscribers for Darty Max by 2025
- - Group repaired 2.5 million products in 2023
- - Joint venture with Ceva, "Weavenn", aims to generate 200 million euros in sales and a double-digit operating margin within 5 years
Telecoms: equipment manufacturer Juniper joins Hewlett-Packard Enterprise - 10/01/2024
- Juniper, the US specialist in routers, switches and Juniper IT security firewalls, is sold to Hewlett-Packard Enterprise for €14 billion.
- HPE's Intelligent Edge business recorded $5.2 billion in revenues in the fiscal year November 2022 to October 2023.
- Juniper's sales are expected to exceed $5 billion, up 6%.
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the laptop market | France
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