Penetration is Stable and Most Users Plan to Upgrade or Replace Current Laptop When Replacement is Needed

1. POWERED BY CENTRIS MARKETING SCIENCE
2 0 1 4 | A L L R I G H T S R E S E R V E D
Penetration is Stable and Most Users Plan to Upgrade or Replace
Current Laptop When Replacement is Needed
Don’t Count
Laptops Out
Just Yet
As tablets have been more widely adopted, hardware and software providers focusing on laptops need to evaluate the
threat of obsolescence presented by newer technologies. Based on the latest data from the Centris National Tracking
Study (n=6,000 per quarter) and a recent Evolution of Video Community Survey (n=633), it appears that laptops
continue to enjoy a stable user base with the majority of these users committed to continuing laptop ownership in the
future.
Laptop penetration has been fairly stable since Q1 2013. Over that same time period, tablet penetration has increased
dramatically. Dual ownership of laptops and tablets is very common.
59%
31%
82%
53%59%
37%
80%
63%
Own Laptop Own Laptop + Tablet % Tablet Owners Also
Owning Laptop
% Laptop Owners Also
Owning Tablet
LAPTOP AND TABLET OWNERSHIP
Q1 2013 Q3 2014
Data Source: Centris National Tracking Study
Those who own both a tablet and a laptop are fairly evenly divided on their preferred device, most likely due to
differences in primary purposes for which the devices are used (e.g., entertainment vs. content creation).
36%
23%
41% Use Laptop More
Use Both Equally
Use Tablet More
Device Used More Often
Among Those Owning Both
Laptop and Tablet
Data Source: Centris EOVC Community Survey
Regardless of whether they also own a tablet, the majority of laptop owners plan to continue using a laptop in the
foreseeable future with a very small segment planning to adopt newer technology in the laptop’s place, most often a
tablet.
68%
8%
4%
2%
68%
10%
5%
2%
Upgrade or replace with new
laptop
Will replace with tablet
Will replace with smartphone
Will replace with desktop
Plans for Laptop When
Replacement is Needed
Own Laptop Only
Own Tablet and Laptop
Data Source: Centris EOVC Community Survey