Laptop segment continues to be ruled by Dell, HP, & Lenovo

According to IDC Worldwide Quarterly Personal Computing Device Tracker, the Indian PC market, laptops, desktops, and workstations, grew by 44.5 percent year-over-year (YoY) in 2021. One strong reason could be the rising number of work-from-home jobs. Due to COVID-19, most employees are working from home and that raised the demand for laptops. There has been an increasing demand from the teachers and the student community also due to the rise of online classes during COVID.

Laptop – Brand Affinity Index

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In 2020, Dell ruled the Indian laptop market. It won in 2021 too, with a slightly higher score of 99 percent this time. Dell was the winner and HP was the first runner-up last year. The story continues to be the same this year also with HP becoming the first runner-up with a 95 percent score, followed by Lenovo, Apple, and Asus. In our top five list, nothing changed except Asus’ entry into the top five list, replacing Acer.

Laptop– Spontaneous Brand Awareness

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Respondents were able to recall both Dell and Lenovo spontaneously.  Both the brands scored 98 percent. HP is the next on the list, followed by Acer, Asus, and Apple. When we compared this year’s findings with last year’s results, we saw Lenovo beating HP this year in spontaneous awareness. Asus also replaced Apple with the fifth position in the top five list.

Laptop – Current Usage

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In terms of the current usage, all the top brands saw erosion in the market shares. Dell once again beat all the competitors with a score of 16 percent. Lenovo did better compared to last year and beat HP to grab the second spot with a 15 percent score. HP came next with a 13 percent score, followed by Acer and Asus (11 percent) and Microsoft (7 percent).

Laptop – Future Purchase Consideration

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When we asked users about their future preferences, Dell became the winner beating HP with a 62 percent score. HP was the winner last year. Apple has been able to retain the third spot in the top five list followed by Acer, Asus, and Lenovo, each scoring 26 percent.

Laptop – Overall Brand Satisfaction

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From the overall satisfaction perspective, Dell and Apple became the winners. HP was next in our top five list followed by Lenovo, Microsoft, and  Toshiba.

Laptop – Brand Loyalty

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Respondents were not only satisfied with their laptops, but they seemed to be loyal also to the brands, and that was reflected in our next segment of the survey– loyalty. Dell scored the highest (96 percent) with close competition from Apple, HP, Lenovo, and Asus respectively.

Laptop – Brand Advocacy

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Are they also going to recommend the brand to others? When asked for a recommendation, we got a twist here. Lenovo topped the chart with the highest score of 92 percent with Apple (91 percent), HP (90 percent), Dell (89 percent), and Asus (86 percent) as close contenders.

Laptop – Reasons for using current Brands

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Dell and HP impressed their users with their quality of products and after-sales support/service. Lenovo users were happy with the price point and after-sales support/service, both. Apple was considered for its brand name and quality, and Asus for price.

Highlight - Apple emerges as a strong contender to the top three brands

By Satya Sundar Mohanty, CyberMedia Research

Ashok Pandey & Soma Tah, PCQuest

  pcquest@cybermedia.co.in