Description

The PC market will continue to decline over the forecast period. Market saturation in developed markets is a significant barrier to growth. Brutal price competition and ongoing pressure from competing alternative devices negatively impact the long-term market outlook. The PC market faces persistent challenges from rapidly changing consumer PC buying behavior, elongated replacement cycles, and stiff competition from consumer devices such as smartphones and tablets. Uncertainties in US-China trade relations are also likely to dampen demand, especially among consumers and the small and medium businesses (SMB) segment, in 2019 and beyond. The unit shipment for the global PC market is expected to decrease from 262.5 million in 2019 to 221.8 million in 2025, at a compound annual growth rate (CAGR) of -2.8 percent between 2019 and 2025. The emerging category of affordable portable PCs (including hybrids, 2-in-1s, and ultra-slim/convertibles), demand from the enterprise segment via Windows 10 upgrades, high-end gaming PCs, and the persistent traction of Chromebooks in the education segment continue to be prime growth drivers. Going forward, market restructuring and vendor consolidation are anticipated as vendors consider limited PC growth potential and evaluate the market’s future in the context of macro computing and mobility. The transition toward mobile and cloud-based computing is inexorable and PC vendors are staying relevant by focusing on touch-based, thin, lower cost, and convertible designs that appeal to a broader spectrum of consumers as well as enterprises. Windows 10 adoption is expected to continue at a brisk pace well into early 2020, as large corporations and SMBs race to complete their migration projects. Microsoft is forecast to hit its target of a billion Windows 10 devices in 2020, missing its initial goal by a couple of years.