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1 Market Overview
1.1 Definition and presentation
A laptop computer is a type of personal computer designed with the idea that it can be carried by hand and can be used to carry out both online and offline activities. Consequently, it is a product that is not bulky, not particularly heavy, and consists of a single block (except for the mouse, if any) containing all the hardware component. Laptops are classified primarily on the basis of screen size, battery type, the material they are made of, and the operating system they contain. They have many advantages over a desktop computer such as ease of transport, high battery life, and generally quieter operation.
In 2022 the global market for mobile computers is estimated at 194.$25 billion. A compound annual growth rate is projected between 2022 and 2030 (CAGR) of 6.9 percent under which the market could reach a total value of 331.$27 billion.(Granviewresearch)
Following the spread of the Covid-19 pandemic, which involved the Italian population staying in homes for long periods of time, the Italian personal computer market experienced significant growth. This growth can be explained above all by the trend of smart working and the closing of schools, which have led to the need for companies and educational institutions, as well as private individuals, to resort to the purchase of laptops: in fact, Italy turns out to be one of the European nations with the highest growth rate in personal computer sales. The brands most valued by Italian consumers in terms of sales volume are Lenovo, Huawei, HP, Acer and Apple, although bestsellers tend to change abruptly based on new launches made by companies. In fact, being a high-tech market there is a strong tendency for manufacturers to continuously innovate and seek product refinement.
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 ...
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, ...
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 ...
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 ...
2 Demand analysis
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 ...
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 ...
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 ...
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 ...
3 Market structure
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 ...
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 ...
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 ...
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 ...
4 Supply analysis
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 ...
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 ...
5 Regulations
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 ...
6 Positioning of actors
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
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