The laptop market - Italy (2023)

1.2 The global market

In ****, the world market for mobile computers is estimated at $***.** billion. Between **** and ****, a compound annual growth rate (***) of *.*% is projected under which the world market could reach a total value of $***.** billion by the end of the period.

Laptop Computer Market World, ****-****, in billions of dollars Granviewresearch

The world laptop market appears to be highly concentrated around a few brands. Lenovo has the highest market share worldwide in ****, with **.* percent of total deliveries; HP and Dell follow, with **.* percent and **.* percent, respectively. Further behind are Apple (***). All other brands together gather **.* percent of the total. Market share of major laptop brands World, ****, % Gartner

In ****, the world's leading producer and exporter of laptop computers (***) together collect **.* percent of the total value reported by China.

Major laptop exporting countries World, ****, in billions of dollars UnComtrade Regarding imports, in **** the United States is the leading laptop importing country with a total value of $**.** billion. It is followed by Germany (***). Major laptop importing countries World, ****, in billions of dollars UnComtrade

1.3 The Italian market

Between **** and ****, total spending by Italian households on the purchase of computers, laptops, and tablets appears to be on the rise. During the period, total spending increased from ***.** million euros to ****.** million euros (***). However, in ****, the total value of spending drops by **.*% Total spending by Italians on information processing equipment (***) Italy, ****-****, in millions of euros Istat Considering sales in the Personal&Mobile Devices segment, between **** and **** the number of units sold increased from *.** million to *.** million (***).

Sales of laptops in the Personal & Mobile Devices segment Italy, ****-****, in millions of units Anitec-Assinform

1.4 Import - Export

In order to analyze Italy's trade flows related to laptop computers, HS Code ****** "Automatic information processing machines; portable, weighing less than **kg and equipped with a screen and keyboard" is considered.

Italy can be defined as a net importer of laptop computers. Between **** and ****, the coverage ratio, determined by the ratio of exports to imports multiplied by ***, is stably below *** percent. Specifically, the value of imports increased from $*.** billion to $*.** billion (***) during the period. Again, as in the previous one on spending, there is a surge in imports in ****: between **** and **** the value of imports grew by **.*%, while in **** it drops by **.*%. Exports also grew between **** and ****. During the period under consideration these increased from $***.* million to $*.** billion, marking a growth of **.*%.

Import - export of automatic information processing machines (***) Italy, ****-****, in millions of euros UnComtrade

As for the main destination countries of Italian laptop exports, Spain collects more than half of the total value of Italian exports (***). The other countries do not reach *.* percent of the total value and together collect **.* percent of the export value. Main export destination countries of automatic information processing machines (***) Italy, ****, % UnComtrade Inflows also appear to be concentrated around a few countries. China contributes ...

1.5 The consequences of the Russian-Ukrainian conflict

The outbreak of the Russian-Ukrainian conflict in February **** resulted in, among other things, a general increase in the consumer price index. The laptop sector is not exempt from this increase. Considering the consumer price index for laptops, PDAs, and tablets, it is possible to show an initial decline in the value of the index between February **** and July **** (***) while between August **** and October **** this increases by **.* points. As a result, between January **** and October **** consumer prices for laptops grew by *.* percent, a moderate increase when compared with other sectors of the Italian economy.

Consumer price index for laptops, PDAs and tablets Italy, ****-****, base ****=*** Istat

The increase in consumer prices is merely a reflection of the increase in production costs. Between January **** and September ****, the producer price index for the manufacture of computers and peripheral units increased by *.* points, representing a cost increase of *.* percent. Although it is posible to show an increase in production costs due to the outbreak of the Russian-Ukrainian conflict, these as of October **** are *.* percent lower than the values recorded in ****. Producer price index for the manufacture of computers and peripheral units Italy, ****-****, base ****=*** Istat In contrast, import prices are different. Between January **** and September ...

2.1 Demand in Italy

To analyze the demand for laptops in Italy, data on average annual household spending, the share of Italians who own laptops, and the frequency of use are considered. Between **** and ****, average annual household spending on computers, laptops, and tablets grew by **.*%. In ****, spending accelerated following the outbreak of the pandemic: between **** and ****, average household spending increased from €**.** per year to €**.** per year (***). However, there is a **.*% decrease in average spending in **** compared to ****. Average annual household spending on information processing equipment (***) Italy, ****-****, in euros Istat Between **** and ****, the share of Italians owning at least one laptop PC increased from **% to **%. However, it is possible to show substantial stability in the share between **** and **** as growth is concentrated only in the two-year period ****/****.

Percentage of adult Italians who own a laptop PC Italy, ****-****, % Deloitte

Between **** and ****, the percentage of Italians using a laptop at least once a week decreased. During the period under consideration, it decreased from **.*% to **.*%. The trend is negative during the entire period, with a negative peak recorded in **** (***). Person aged * years and older who use a computer one or more times a week Italy ****-****, % Istat

2.2 Demand drivers

analysis of the drivers of demand for laptops in Italy focuses on frequency of use by age, gender and occupational status.

The frequency of use of laptops appears to be clearly correlated with the age of consumers. In ****, it is in the **-** age group that has the highest frequency of use on a daily basis (***). Finally, among the over-**s those who use a laptop at least once a day are just **.*%.

People aged * and older who use a computer at least once a day, breakdown by age group Italy, ****, % Istat

Then considering the gender of consumers, males record a higher value in the share of individuals who use a laptop at least once a day. Between **** and ****, the share increased from **.*% to **.*%. However, although there is a lower value among females than males, between **** and **** they report higher growth in the share of use on a daily basis, rising from **.*% in **** to **.*% in ****. Person aged * and older who use a computer one or more times a week, breakdown by gender Italy, ****-****, % Istat Finally, the frequency of laptop use appears to be correlated with the occupational status of individuals. In ****, office workers, middle managers and executives had the highest ...

2.3 Geographical distribution of demand

In order to visualize the geographic distribution of the demand for laptops in Italy, two maps were created with the average annual household spending and the share of people using the compute at least once a day.

Relative to the average annual expenditure, in **** households in the North record the highest value of **.** euros per year spent on computers, laptops and tablets. This is followed by the Center, where households spend an average of **.** euros per year. Finally, the South records the lowest value, amounting to **.** euros per year per household, or **.* percent of the spending recorded in the North.

Then considering the frequency of use, it is possible to show a distribution similar to that recorded for average annual household spending. Northwest and Northeast report the highest shares of subjects who use computers at least once a day, **.* percent and **.* percent, respectively. This is closely followed by the Center with **.* percent of subjects. Islands and South record significantly lower values than other areas, **.* percent and **.* percent, respectively.

2.4 New demand trends: 2-in-1 laptops

A *-in-* is simply defined as a PC that has the features of both a laptop and a tablet. Laptops similar to *-in-*s (***) The main advantages of *-in-* laptops are:

Versatility: the main advantage of a *-in-* laptop is its versatility. You can use it in different configurations depending on your needs. It can serve as a traditional laptop when you need a keyboard and trackpad, but you can also use it as a tablet for a mobile experience or for activities such as drawing. Tent and stand modes offer additional options for enjoying movies, taking advantage of touch controls, and more. In a nutshell, convertible laptops are perfectly suited to your needs of the moment. Multiple input methods: because of the different shapes they can take, *-in-* laptops are more likely to support various input methods. Most have a touchscreen, physical keyboard and trackpad. In addition, they often support the stylus or digital pen, making them ideal for creative activities such as drawing or note-taking. Increased portability: *-in-* laptops tend to be thinner and lighter than traditional laptops. Many times, keyboards connect magnetically, taking up very little space. These devices are an ideal choice for those who want to ...

3.1 The market structure

Enterprises under Ateco Code **.** "Wholesale trade in computers, computer peripheral equipment and software" are considered to analyze the structure of the market for laptops in Italy. The choice depends on the fact that manufacturers of laptop computers in Italy are scarce, and an analysis regarding these would not allow a correct market structure to be delineated. In particular, the number of enterprises, number of employees and legal form of enterprises will be analyzed.

Number of firms

Between **** and ****, the total number of active enterprises under Ateco Code **.** appears to be declining. During the period under consideration, the number of enterprises decreased from *,*** to *,*** marking a contraction of **.* percent. The trend is negative during the entire period and the decline is most concentrated in the three-year period ****/**** (***).

Wholesale trade enterprises of computers, computer peripheral equipment and software Italy, ****-****, in numbers Istat

Employees Unlike the number of enterprises, the total number of employees in the industry appears to be growing between **** and ****. During the period under consideration, the number of employees increased from **,*** to **,***, marking a growth of *.* percent. The growth in the number of employees compared with the decline in the number of firms suggests a concentration of the market around ...

3.2 Value chain

WEEE disposal refers to the responsible disposal of Waste Electrical and Electronic Equipment. This waste includes various electronic and electrical devices that are decommissioned or no longer functioning. Proper management of this waste is essential to prevent environmental pollution and ensure the recovery of valuable materials. The WEEE disposal process may include collection, transportation, treatment (***), and recycling or final disposal of materials. It is regulated by national and international laws to minimize negative environmental impact and promote recycling:

Legislative Decree **/****: requires manufacturers, importers, and those who sell electrical and electronic equipment (***) under their own brand to organize and finance the WEEE collection and recovery system. Directive ****/**/EU: establishes the criteria and methods by which companies must treat WEEE. It also requires member states to meet certain collection and recycling targets, thereby promoting the separate collection and proper treatment of WEEE.

3.3 The main actors

The following is a list of the main players active in the wholesale distribution of laptops in Italy.

Esprinet s.p.a: founded in the early ****s, is an enabler of the technology ecosystem, with a strong commitment to environmental and social sustainability. It offers consulting, IT security, services and technology products in Europe through an extensive network of professional resellers. It has an extensive catalog of ***,*** products, works with **,*** B*B and B*C resellers, and partners with *** manufacturers.

Computer Gross s.p.a: founded in ****, is an Italian company operating in the IT distribution sector. Specializing in providing IT products and solutions for the business-to-business market, ComputerGross offers a wide range of hardware, software and IT services. Their web platform provides quick and easy access to a large catalog of products, making it a valuable resource for IT professionals and businesses.

Microsoft s.r.l: The company is an integral and active part of Microsoft's Western Europe area. Founded in October ****, the Redmond company's subsidiary is present in Italy with two main offices in Milan and Rome. It has more than *** employees and **,*** partner companies in the territory that employ more than ***,*** professionals on Microsoft technologies. it is also ...

3.4 Retail distribution

The main distribution channel for laptops is represented by retail enterprises under Ateco Code **.**.* "Retail trade in non-specialized stores of computers, peripherals, telecommunications equipment, audio and video consumer electronics, and household appliances." Generally, these enterprises are active in both trade within physical stores and through their own e-commerce channels.

Between **** and ****, unlike wholesale trade enterprises, the number of enterprises under Ateco Code **.**.* appears to be growing. During the period, the number of enterprises increased from *,*** to *,***, marking a growth of **.* percent.

Retail trade enterprises in non-specialized establishments of computers, peripherals, telecommunications equipment, audio and video consumer electronics, household appliances Italy, ****-****, in numbers Istat

Large chains rapresent the main active players in the sector. The main retailers present in Italy are:

Unieuro s.p.a: founded in ****, is Italy's largest retailer of consumer electronics and home appliances by number of stores, with a network of *** stores throughout Italy. The company adopts an omnichannel approach, integrating direct stores, affiliated outlets and a digital platform

Mediamarket (***) s.p.a: founded in ****, is a German chain specializing in the distribution of consumer electronics and household appliances, part of the Media-Saturn-Holding Group, a subsidiary of the METRO Group. With more than *** stores in ** countries, it ...

4.1 Type of the offer

Laptops can be classified into different categories according to their characteristics and intended uses. Here is an overview of the main types:

Standard Laptop: Most laptops sold fall into this category. On average thicker and heavier than the cheap and medium ultrathin ones, they integrate components similar to the categories just mentioned. Thus we find Intel Core i*, i*, * and AMD A-series processors, mechanical hard drive and RAM at *GB at the low end, SSD and *GB RAM going up in price. he most common display is the **.*-inch, with resolutions of ****x*** pixels and ****x**** pixels. Many manufacturers place several series in this category, knowing precisely that it is the best-selling one. Cheap ultraportables: these are miniature notebooks, basically the heirs in the old netbooks, with purchase prices that can be less than *** euros. They have displays of about ** inches, weigh around a kilogram, and are suitable for really basic uses such as web browsing and office applications. The resolution is almost always low. Often the display can be disconnected and used as a tablet. They feature Windows **. The weak point is the hardware components: underpowered processors, little system memory and also storage, usually **GB eMMC, in which the operating ...

4.2 The prices

Prices for some product types are shown below. Specifically, prices for four product categories are highlighted: standard notebook, gaming notebook, *in* notebook, and Chromebook.

Standard Notebook

Gaming

*-in-* Notebook

Chromebook

4.3 New supply trends: ARM processors

ARM (***) type architecture so called because they involve a reduced instruction set. ARM stands for Advanced RISC Machine. When compared to other server architectures such as x**, ARM architectures propose an alternative approach to hardware design for systems. Classical server architectures, such as the more popular x**, are based on a modular approach of having a motherboard and replaceable components. The CPU and other components, such as graphics cards and GPUs, memory controllers, storage, or processing cores, are optimized for specific functions and can be replaced or expanded as needed. However, in this approach the hardware components, which are generally more homogeneous system architectures, are also more vulnerable to hackers, who can breach and attack systems in a short time.

ARM-based processors take a different approach. Instead of having the processing unit separate from the rest of the hardware, the CPU cores are part of the physical platform for the integrated circuit. Other hardware functions, such as I/O bus controllers like the interconnection of peripheral components, are also located on the physical platform and are integrated via an internal bus. When the components are on the same integrated circuit, it is called a SoC (***)

According to the latest projections by ...

5.1 The legislation

The laptop computer market, as with many other products, is regulated by various laws and regulations at both the national and European levels. These laws are concerned with ensuring the quality, safety and origin of the product. Some of the main laws and regulations for the laptop market in Italy are:

Decision No. ***/****/EC of the European Parliament and of the Council: concerning a common framework for the marketing of products.

Directive ****/**/EU: concerning the harmonization of the laws of the Member States relating to the making available on the market of electrical equipment intended for use within certain voltage limits. Electrical equipment made available on the European market must mandatorily bear the "CE" mark.

Directive (***) ****/***: on accessibility requirements for products and services including personal computers, including desktop computers, notebooks, smartphones and tablets.

Directives ****/**/EU and Directive ****/**/EU: provide for the application of the reverse charge for wholesale traders "to the supply of game consoles, tablets, PCs and laptops, as well as to the supply of integrated circuit devices, such as microprocessors and central processing units, made prior to their installation in products intended for the final consumer." Thus, the reverse charge mechanism applies at the marketing stages prior to retail ...

6.1 Segmentation

• Esprinet
• Computer Gross s.p.a
• Microsoft s.r.l
• HP Italy s.r.l
• Ingram Micro s.r.l
• Attiva s.p.a
• Xiaomi Technology Italy s.r.l
• Datamatic s.p.a