"Computers and Peripherals in France" is now available at Fast Market Research

Dynamic retail volume growth in tablets and other portable computers in 2014 continued to limit growth in demand for desktops and laptops following the slight rebound in volume sales of laptops during 2013, which was fuelled by mainly the advent of hybrid laptops, could not be sustained during 2014. The improved affordability of tablets, which are now on average 1.5 times less expensive than hybrid laptops, continued to encourage French consumers to favour tablets over laptops. In addition, many French households also have a marked preference for tablets for reasons of fashion and customisation as lifestyles are becoming more hectic and more mobile, while many French schools and businesses are increasingly requiring that their workers and students make use of these types of computers. Declining demand for laptops towards the end of the review period was also partly driven by the growing popularity of docking keyboards and detachable keyboards, which provide consumers with a convenient option for using their tablets just as if they were conventional laptops.

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Competitive Landscape

As at end 2013, Apple Computer France continue to lead volume computers in France with an overall volume share of 22%. However, the company continued to lose volume share in tablets and other portable computers towards the end of the review period. The recent launch of the iPad Air and iPad Mini Retina during the third quarter of 2013 met with lower than expected levels of consumer enthusiasm among the French population due to many consumers having already invested following earlier launches, not to mention the high competition faced by the iPad brand since the launch of high-quality and economical alternatives. For instance, Sony Xperia Z tablets are now preferred by many French people as it offers a slimmer alternative to the iPad Air, while Google’s Nexus 7’s has 323 pixels per square inch of screen, which enables it to offer image quality which is comparable with the quality offered by the iPad Retina.

Industry Prospects

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