Solid Notebook Demand in Consumer And Education Marks 2021 Q1 As The Fourth Consecutive Quarter Of Double-Digit Growth In EMEA PC Market: IDC

Young female business woman pointing at the laptop screen while working with a colleague.

By Emmanuel Oluebube, Correspondent UK

The Europe, Middle East, and Africa (EMEA) traditional PC market, (desktop, notebooks, and workstations) saw impressive growth in 2021Q1 (44.1% YoY), totaling 23.9 million units, according to International Data Corporation (IDC). Another quarter impacted heavily by COVID-19, the resultant demand for traditional PC units led to another quarter of solid growth, in consumer (65.7% YoY) and commercial (30.1% YoY).

The Western European PC Market posted a very solid growth of 42.0 per cent YoY. As expected, desktops’ downward spiral continued (-21.0% YoY), and the market was once again heavily offset by maintained strength in notebooks (74.2% YoY), which reached 12.6 million units.

“This substantial notebook performance can be partially attributed to strong demand in the commercial segment,” said research analyst for IDC Western European Personal Computing Devices, Simon Thomas. “The ongoing demand for devices to support remote work and education due to extended lockdowns primarily contributed to the substantial growth, despite persisting supply constraints”, he added. The overall commercial market in Western Europe enjoyed a solid growth of 26.0 per cent YoY, primarily boosted by another buoyant quarter in education and small and medium businesses.

Consumer growth in Western Europe was significant, posting an increase of 75.4 per cent YoY and totaling 6.3 million units in 2021Q1. Alongside the sustained growth of notebooks, desktop also experienced positive results, recording growth of 46.6 per cent YoY. This can be attributed to extended demand for gaming desktops, as consumers continue to look for entertainment during lockdowns.

The overall PC market in the CEE region grew by 53.1 per cent, with strong performances in the commercial market (+33.3% YoY), and consumer (+69.1% YoY). Similar to Western Europe, continued education deals in addition to consumer demand for work from home and entertainment devices has bolstered the market significantly.

“As expected, the PC market reported another record growth, especially when compared to a relatively weaker 2020Q1. Both regions, CEE and MEA reported annual growth of 53.1 per cent and 43.1 per cent respectively, with double-digit growth achieved in both form factors, notebooks, and desktops also the demand was strong in both the commercial and consumer. In the CEE region the consumer grew by 69.1 per cent YoY fueled by the ongoing demand and the push from vendors to fill up shelf-space and the low inventory in the market.” Said Stefania Lorenz, IDC EMEA “The commercial sector continues to be driven by education deals across both regions” she added.

Vendor Highlights:

The consolidation of the traditional PC market continues to slow, as the top 5 vendors’ share decreases in 2021Q1. The top 5 players accounted for 80.5 per cent of total market volume, falling from 82.4 per cent in 2020Q1.

HP Inc. regains its position as PC market leader in EMEA, with a 25.8 per cent market share (down 0.6% points YoY). The vendor saw an impressive YoY growth of 41.2 per cent, driven by double-digit performances in both segments.

Lenovo (including Fujitsu) fell to second position, holding 25.0 per cent market share (-1.2% points YoY). The vendor loses first position, despite solid growth in consumer (+61.8% YoY) and commercial (+27.3% YoY).

Dell Inc. maintained third position in the EMEA PC market, with 13.9 per cent market share (down 2.6% points YoY). Despite its fall in share, the vendor enjoyed growth of 21.5 per cent YoY, thanks to double-digit growth in consumer and commercial.

Acer kept its position in fourth, with 8.5 per cent market share (up 2.1% points YoY). Continued strength in consumer and education markets resulted in impressive growth in commercial (+71.9% YoY) and consumer (+97.1% YoY).

• ASUS maintained fifth position and posted a 7.3 per cent market share (+ 0.3% points YoY). A strong performance in both segments resulted in a 49.9 per cent YoY growth but was not enough to catch up with its closest competitor.

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