The market for laptops - Germany

1.1 Scope of the study

With digitalization and accompanying innovations, laptops have experienced significant development in recent years and are now an important part of everyday life for millions of people, both at work and at home.

Globally, the laptop market experienced a revenue growth (CAGR) of 2.04% between 2019 and 2022. It is expected to grow at a further CAGR of 2.59% during the forecast period from 2023 to 2028[Technology Market insight]

In Germany, the market for laptops experienced an average revenue growth (CAGR) of -1.61% between 2010 and 2022, striking a significant revenue growth at the onset of the Covid-19 pandemic of 12.59% between 2019 and 2020 [Gfu - Consumer & Home Electronics].

Laptop manufacturers are facing the need for constant innovation. This is because the trend is moving towards powerful devices that are suitable for gaming and creative applications such as video and graphics editing, for example. Therefore, many manufacturers like Dell, HP and Lenovo now offer powerful high-end models and gaming laptops with special graphics cards and processors. These innovations are reflected in rising prices. This is because while in 2015 the average price per laptop was 609€, in 2022 it averaged 804€, a price change of +32.01% [Gfu - Consumer & Home Electronics].

The market leaders in the industry are Apple, Windows, Asus, Dell, HP and Lenovo. Whereas in the past purchases were made in brick-and-mortar stores, nowadays many consumers prefer to buy via e-commerce platforms such as Galaxus, Amazon, Media Markt and Saturn.

The following market study analyzes the trends and typology of consumers. In addition, the market structure and competition of the industry is analyzed to provide valuable information.