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Heavy discounting led to bouyant PC market in Q2: IDC

Heavy discounting led to bouyant PC market in Q2: IDC

Price erosion is accelerating the commoditisation of the PC market, further intensifying the pressure vendor’s face to gain profitable, yet sustainable share as margins tighten

Heavy discounting by vendors and resellers has kept the A/NZ PC market buoyant at 1.8 million unit shipments in the second quarter of 2011, according to analyst firm, IDC.

The PC market recorded a modest 7 per cent year-on-year and 6 per cent sequential growth in the second quarter.

Aggressive promotional efforts on the back of tax time rush and product refreshes to Intel's Sandy Bridge platform were vital in stimulating demand given weak consumer sentiment in the wake of the carbon tax announcement and natural disasters, IDC highlighted.

"The ongoing price erosion is accelerating the commoditisation of the PC market, further intensifying the pressure vendor’s face to gain profitable, yet sustainable share as margins tighten," IDC PC analyst, Amy Cheah, said. “This is particularly evident in the Australian PC market as the overall market value grew by only 1 per cent year-on-year.

But IDC doesn't expect this growth to continue into the third quarter, predicting a 6 per cent drop in Q3 to 1.7 million units. This has been put down to the current challenging economic conditions and a slowdown in spending following the end of the financial year.

In New Zealand, although overall consumer sentiment plunged in the immediate aftermath of the February earthquake, retail sales were more robust than initially feared. This was supported in part by the government's move to reduce interest rates, Cheah said.

End of financial year uptake in Australia, however, paled in comparison to the same period last year. PC refreshes were brought forward by flood disasters early in the year, resulting in a spurt in demand for PC replacements in the first quarter.

Despite the drop, the analyst firm expects the A/NZ market to grow 7 per cent overall in 2011, to 6.8 million units, as the migration to Intel's new Sandy Bridge platform continues.

HP sat comfortably at the top of the vendor table maintaining 24 per cent market share in PC shipments during the second quarter. Acer held second spot at 15 per cent and Dell was just behind with 14 per cent.

Apple again outpaced the market with a growing install base maintaining 13 per cent market share. The vendor is also in the midst of ramping up its commercial presence in Australia with a new support and services program aimed at supporting small offices.

Toshiba held fifth place with 10 per cent market share.

    A/NZ PC shipments by vendor Q2 2011
  • HP... 24 per cent
  • Acer... 15 per cent
  • Dell... 14 per cent
  • Apple... 13 per cent
  • Toshiba... 10 per cent
  • Other... 24 per cent

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Tags HPDellAppleSandy BridgeIDCintelacer

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