Computers and Peripherals in Poland - New Market Study Published

After significant volume sales declines of laptops in 2013 and 2014, the sales of both retail and business devices started to recover in 2015. One of the main reasons for the relatively good performance of laptops in 2015 was the increasing consumer awareness regarding the quality of the product, which shifted interest from tablets to laptops. Laptops proved to be more powerful and universal devices than tablets. Moreover, the increasing availability and variety of convertible laptops increases mobility of the device and makes laptops even more advantageous compared to tablets.

Competitive Landscape

Lenovo Technology BV was the most important player within computers in 2015 with a retail volume share of 18%. The company increased its share by three percentage points which was a result of the company’s strategy, which instead of focusing solely on tablets put all its efforts into developing laptops and desktops. Tablets proved to be the most popular for internet browsing, but for more sophisticated tasks laptops proved to perform better. Focusing on further development of laptops enabled the company to be the clear leader in laptops responsible for a 29% retail volume share in 2015. Moreover, investment in marketing campaigns helped the company to increase brand awareness among Polish consumers which translated into the sound performance observed in 2015.

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Industry Prospects

Over the forecast period volume sales of business computers are expected to increase and strengthen its position within total sales of computers reaching 42% in 2020. The development of the Polish economy will encourage an increasing number of companies to expand and open new branches in Poland which will result in new working places and thus new sales of business computers. Within retail sales of computers and peripherals, tablets is expected to be the fastest growing category in terms of volume sales, recording a CAGR of 2% over the forecast period. Although retail laptops is expected to shrink further, it is worth noting that decline will happen at a slower pace than observed over the review period, as an increasing number of consumers will return to laptops after the rapid switch towards tablets observed during the review period.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Computers and Peripherals industry in Poland with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Computers and Peripherals industry in Poland, our research will save you time and money while empowering you to make informed, profitable decisions.



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