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Competition heats up for laptop and tablet manufacturers

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Staff Writer | March 21, 2019
Research from Kantar Worldpanel ComTech has found that the increasingly blurred lines between laptops, tablets and Chromebooks are creating a more competitive landscape for manufacturers.
World   Chromebooks still sit somewhere between a laptop and a tablet
Dominic Sunnebo, global director at Kantar Worldpanel ComTech comments: “For a lot of consumers, Chromebooks still sit somewhere between a laptop and a tablet.

“They are the device that shoppers looking to buy a tablet consider most, but when it comes to laptops their category share is much smaller than others – last year only 10% of recent purchasers* opted for a Chromebook, in comparison to 77% opting for Windows and 13% for a MacBook.

“Our research reveals that a lack of knowledge about the product is underlined by the fact that in-store recommendation and expert reviews have a greater influence on Chromebook buyers compared with Windows laptop or MacBook shoppers.

“This suggests that potential Chromebook customers require positive reassurance if they’re going to make a purchase, and this gives Chromebook manufacturers an insight into how and where they need to get their products seen.”

This trend is a strong contrast to MacBook buyers, 46% of which were influenced by a previous good experience with the brand and for whom word of mouth recommendations (18%) play a greater role than professional critique (12%).

Dominic Sunnebo explains: “Apple of course has brand longevity to benefit from here, but Chromebook brands like Acer, HP and Samsung can draw more heavily on the Google and Chrome name to help drive similar success.

Unsurprisingly, smartphones vastly outnumber laptops, tablets and Chromebooks, and as people increasingly turn to their handheld devices for everyday activities like streaming and photo editing, laptop and tablet manufacturers are feeling the pressure.