意大利个人电脑PC行业市场前景及投资研究报告-培训课件外文版2024.5

INDUSTRIES

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MARKETSPCsinItalyCHAPTER

01OverviewRevenueoftheconsumerelectronicsmarketinItalyfrom2018to2028(inbillioneuros)RevenueoftheconsumerelectronicsindustryinItaly2018-202820181614121086420201820192020202120222023202420252026202720284Description:TherevenueintheconsumerelectronicsmarketinItalywasforecasttocontinuouslyincreasebetween2023and2028byintotal0.6billioneuro(+3.54percent).Accordingtothisforecastin2028,theindicatorwillhaveincreasedforthefourthconsecutiveyearto17.55billioneuro.ReadmoreNote(s):Italy;2018to2028Source(s):ConsumerMarketInsightsRevenueofthePCsmarketinItalyfrom2016to2026(inbillioneuros)RevenueofthePCsindustryinItaly2016-20264.54.044.023.993.873.863.864.03.53.02.52.01.51.00.50.03.813.783.543.563.5201620172018201920202021202220232024202520265Description:TherevenueinthePCssegmentofthedevicesmarketinItalywasforecasttodecreasebetween2023and2026.Therevenueisestimatedtoamountto43.86billionEurosin2026.FindfurtherinformationconcerningtherevenueinthePCssegmentofthedevicesmarketbylookingatothercountries,suchasThailandandSpain.ReadmoreNote(s):Italy;2016to2026Source(s):TechnologyMarketInsightsRevenuegrowthofPCsmarketinItalyfrom2017to2026RevenuegrowthofPCsmarketinItaly2017-20268%6.2%6%5.6%6%4%2%1.1%0.6%0%-0.3%-0.5%0%-2%-4%-6%-3.7%2024-4.5%2021201720182019202020222023202520266Description:InItaly,thePCmarketrevenuefluctuatedbeween2017and2022.Inthecomingyears,thesizeofthismarketisforecasttodecrease.Forinstance,between2022and2023,theItalianPCmarketrevenueisexpectedtodecreaseby0.5percent.

ReadmoreNote(s):Italy;2017to2022Source(s):TechnologyMarketInsightsPCmarketrevenueinItalyfrom2016to2026,bysegment(inbillioneuros)PCmarketrevenuebysegmentinItaly2016-2026,bysegmentLaptopsTabletsDesktopPCs4.54.03.53.02.52.01.51.00.50.00.530.540.870.50.490.540.810.530.80.530.790.490.870.470.790.490.840.511.010.930.920.892.562.592.612.522.532.542.422.442.32.21.99201620172018201920202021202220232024202520267Description:Overtheforecastperioduntil2026,therevenueisforecasttoexhibitfluctuationsamongthethreesegments.OnlyforthesegmentLaptops,asignificantincreasecanbeobservedovertheforecastperiod.Here,therevenueexhibitsadifferenceofroughly340millioneurosbetween2016and2026.ReadmoreNote(s):Italy;2016to2026Source(s):TechnologyMarketInsightsPCmarketrevenuechangeinItalyfrom2016to2026,bysegmentPCmarketrevenuechangebysegmentinItaly2016-2026,bysegmentDesktopPCsLaptopsTablets1510510.6-3.910.15.28.26.16.95.824.54.33.41.90.80.4-1.90.400-1.2-1.30-2-3.4-6.9-4.1-6-4.3-4.7-5.4-5-10-15-20-16.820172018201920202021202220232024202520268Description:Overtheforecastperioduntil2026,therevenueofthePCmarketinItalyisforecasttoexhibitfluctuationsamongthethreesegments.Forinstance,between2022and2023,desktopPCsareexpectedtoregisterthehighestgrowth,1.8percent,whiletheItaliantabletindustryisforecasttodecreaseby5.4percent.ReadmoreNote(s):Italy;2016to2026Source(s):TechnologyMarketInsightsCHAPTER

02SegmentsPChardwaremarketrevenueinItalyfrom2018to2028,bysegment(inbillioneuros)PChardwaremarketsizeinItaly2018-2028,bysegmentDesktopPCsKeyboardsLaptopsPCMonitors&ProjectorsPrinters&CopiersStorageUnitsTablets6.05.04.03.02.01.00.02018201920202021202220232024202520262027202810/statistics/1404505/pc-hadware-market-revenue-by-segment-italyBetween2018and2023,thePCmarketsizeinItalyfluctuated.Thelaptopsegmentisthemostprofitable,generatingrevenuesofaround2.51billioneurosin2023.By2028,theItalianPCmarketrevenueisforecasttoreachoverfivebillioneuros.

ReadmoreNote(s):Italy;2018to2023Source(s):TechnologyMarketInsightsPChardwaremarketrevenuechangeinItalyfrom2019to2028,bysegment(inbillioneuros)PChardwaremarketrevenuegrowthinItaly2019-2028,bysegmentDesktopPCsKeyboardsLaptopsPCMonitors&ProjectorsPrinters&CopiersStorageUnitsTablets15%10%5%0%-5%-10%-15%201920202021202220232024202520262027202811Description:Between2018and2023,theItalianPCmarketsizevaried.From2022to2023,thesizeofthismarketdecreasedbyalmostfourpercent,withthetabletsegmentrecordingthehighestrevenuechange.By2028,theItalianPCmarketisforecasttoslightlyrecover.ReadmoreNote(s):Italy;2018to2023Source(s):TechnologyMarketInsightsPChardwaremarketvolumeinItalyfrom2018to2028,bysegment(inmillionunits)PChardwaremarketvolumeinItaly2018-2028,bysegmentDesktopPCsKeyboardsLaptopsPCMonitors&ProjectorsPrinters&CopiersStorageUnitsTablets7060504030201002018201920202021202220232024202520262027202812Description:Between2018and2023,thecomputingmarketvolumeinItalyfluctuated.Storageunitsaccountedformostofthevolume,countingalmost40millionunits.Incomingyears,theItaliancomputermarketvolumeisforecasttodecrease.ReadmoreNote(s):Italy;2018to2023Source(s):TechnologyMarketInsightsPChardwareaveragepriceinItalyfrom2018to2028,bysegment(ineuros)PChardwareaveragepriceinItaly2018-2028,bysegmentDesktopPCsKeyboardsLaptopsPCMonitors&ProjectorsPrinters&CopiersStorageUnitsTablets90080070060050040030020010002018201920202021202220232024202520262027202813Description:Between2018and2028,laptopswereandareexpectedtobethemostexpensivecomputingdeviceinItaly,withanaveragepriceofroughly780.5euros.DesktopPCswereslightlycheaper,costingaound556eurosinthesameyear.

ReadmoreNote(s):Italy;2018to2023Source(s):TechnologyMarketInsightsRevenueofthelaptopsmarketinItalyfrom2016to2026(inbillioneuros)RevenueofthelaptopsindustryinItaly2016-20263.02.612.592.562.542.522.532.442.422.52.01.51.00.50.02.32.21.992016201720182019202020212022202320242025202614Description:TherevenueinthelaptopssegmentofthedevicesmarketinItalywasforecasttodecreasebetween2023and2026.Thisoveralldecreasedoesnothappencontinuously,notablynotin2025and2026.Therevenueisestimatedtoamountto2.54billioneurosin2026.Findfurtherinformationconcerningthelaptopssegmentofthedevicesmarketbylookingatkeymarketindicatorsinfurthercountries.HereyoucanfinditsrevenueinthePhilippinesandrevenuegrowthintheUnitedKingdom.ReadmoreNote(s):Italy;2016to2026Source(s):TechnologyMarketInsightsRevenueofdesktopPCsinItalyfrom2016to2026(inbillioneuros)RevenueofdesktopPCsinItaly2016-20260.60.50.40.30.540.540.530.530.530.510.50.490.490.490.470.20.10.02016201720182019202020212022202320242025202615Description:RevenuegeneratedbydesktopPCsinItalysawfluctuationsbetween2016and2022.Inthenearfuture,theItaliandesktopPCmarketisexpectedtoremainrelativelystable,recordingrevenuesofroughly530millioneurosin2026.

ReadmoreNote(s):Italy;2016to2022Source(s):TechnologyMarketInsightsRevenueofthetabletsmarketinItalyfrom2016to2026(inmillionU.S.dollars)RevenueofthetabletsindustryinItaly2016-20261,2001,088.851,031.691,022.581,000946.43948.8929.8916.29867.37814.96807.98800.9480060040020002016201720182019202020212022202320242025202616Description:TherevenueinthetabletssegmentofthedevicesmarketinItalywasforecasttocontinuouslydecreasebetween2023and2026byintotal66.4millionEuros(-7.66percent).Therevenueisestimatedtoamountto800.94millionEurosin2026.Findfurtherinformationconcerningtherevenueinthetabletssegmentofthedevicesmarketbylookingatothercountries,suchasthePhilippinesandtheUnitedKingdom.ReadmoreNote(s):Italy;2016to2026Source(s):TechnologyMarketInsightsCHAPTER

03CompaniesMarketshareoflaptopvendorsinItalyin2022MarketshareoflaptopvendorsinItalyin202290%80%70%60%50%40%77%30%20%10%0%11%5%HP5%2%LenovoAppleMicrosoftOther18Description:In2022,ApplewastheabsoluteleaderofthelaptopmarketinItaly,holding77percentofit.Microsoftfollowed,with11percentofthemarketshare.HPrankedthird,occupyingfivepercentofthemarket.ReadmoreNote(s):Italy;2022Source(s):TechnologyMarketInsightsMarketshareofdesktopPCvendorsinItalyin2022MarketshareofdesktopPCvendorsinItalyin202235%30%25%20%15%10%5%30%21%HP13%12%6%5%3%2%2%0%AsusLenovoDellAppleNiPoGiPJDIGITALSTOREAcerOther19Description:In2022,AsuswastheleadingdesktopPCvendorinItaly,holding30percentofthemarket.HPrankedsecond,occupying21percentoftheItaliandesktopPCmarket.Bycontrast,Appleaccountedforonlyfivepercent.

ReadmoreNote(s):Italy;2022Source(s):TechnologyMarketInsightsTabletvendormarketshareinItalyfrom2016to2022TabletvendormarketshareinItaly2016-2022AppleSamsungAsusHuaweiGoogleAmazonAcerMicrosoftLenovoOthers80%70%60%50%40%30%20%10%0%201620172018201920202021202220Description:InItaly,Applewastheleadingtabletvendorbetween2016and2022.Althoughitsmarketsharedroppedin2021andSamsungbecamethemarketleader,theAmericantechgiantregaineditsleadingpositionin2022,withover43percentofthemarket.Samsung,instead,occupiedalmost39percentoftheItaliantabletmarket.ReadmoreNote(s):Italy;2016to2022Source(s):StatCounterLaptopownershipbybrandinItalyasofJune2023LaptopownershipbybrandinItaly2023Shareofrespondents0%5%10%15%20%25%30%35%HPASUS33%21%AcerLenovo19%19%Apple(MacBook)SamsungDell16%10%7%Huawei3%3%MicrosoftToshibaVaio2%2%AlienwareChuwi1%1%21Description:WeaskedItalianconsumersabout"Laptopownershipbybrand"andfoundthat"HP"takesthetopspot,while"MSI"isattheotherendoftheranking.ReadmoreNote(s):Italy;July2022toJune2023;1094respondents;18-64years;respondentswhohavealaptopintheirhousehold(Housing&householdequipment,Internet&devices)Source(s):ConsumerInsightsWhatbrandsarethedesktopPCsinyourhousehold?DesktopPCsownershipinItaly2022,bybrandShareofrespondents0%5%10%15%20%AcerAsus20%17%Apple(Mac)SedatechPJDigitalstoreHP15%13%12%9%Dell6%6%LenovoMegaportFujitsu3%3%2%MSI1%1%AlienwareOther6%Don'tknow22Description:Duringa2022surveyconductedinItaly,mostrespondents,i.e.20percent,statedtohaveanAcerdesktopPC,whereas17percentofthemclaimedtoownanAsusPC.Moreover,15ofrespondentshadanAppleMac.

ReadmoreNote(s):Italy;January7thtoDecember12th,2022;12,181respondents;18-64years;respondentswhohaveadesktopPCintheirhouseholdSource(s):ConsumerInsightsTabletownershipbybrandinItalyasofJune2023TabletownershipbybrandinItaly2023Shareofrespondents0%5%10%15%20%25%30%35%SamsungApple(iPad)Lenovo35%30%11%Huawei10%ASUS8%Acer7%Amazon/AmazonFireMediacomMicrosoftSony4%3%2%2%2%Xiaomi/MiBlackviewTeclast1%1%23Description:WeaskedItalianconsumersabout"Tabletownershipbybrand"andfoundthat"Samsung"takesthetopspot,while"Teclast"isattheotherendoftheranking.ReadmoreNote(s):Italy;July2022toJune2023;1401respondents;18-64years;respondentswhohaveatabletintheirhousehold(Housing&householdequipment,Internet&devices)Source(s):ConsumerInsightsApple'stabletvendormarketshareinItalyfrom2012to2022Apple'stabletvendormarketshareinItaly2012-202290%80%70%60%50%40%30%2012201320142015201620172018201920202021202224Description:InItaly,Applewastheleadingtabletvendorbetween2012and2022.TheAmericanfirm'smarketshareinItalyreachedanall-timelowin2021,whenitoccupiedaround37percentofthetaliantabletvendormarketandSamsungbecamethemarketleader.However,Appleregaineditsleadingpositionin2022,whenitheldover43percentofthemarket.ReadmoreNote(s):Italy;2012to2022Source(s):StatCounterSamsung'stabletvendormarketshareinItalyfrom2012to2022Samsung'stabletvendormarketshareinItaly2012-202245%40%35%30%25%20%15%10%5%2012201320142015201620172018201920202021202225/statistics/1391077/samsung-market-share-tablet-vendor-italyInItaly,Samsung'stabletvendormarketshareoverallincreasedbetwen2012and2022.AfterovertakingApplein2021,whenSamsungheldover40percentoftheItaliantabletmarket,Samsung'smarketsharedecreasedtoaround39percentin2022.ReadmoreNote(s):Italy;2012to2022Source(s):StatCounterCHAPTER

04OperatingsystemsMarketshareofdesktop,mobile,tablet,andconsoledevicesinItalyfrom2016to2022Marketshareofdesktop,mobile,tablet,andconsoledevicesinItaly2016-2022MarketshareMobile

Tablet60%DesktopConsole0%20%40%80%100%120%201620172018201920202021202227Description:InItaly,themarketshareofmobiledeviceshasincreased.Forinstance,in2016themarketshareofsuchdeviceswasaround27percentandreachedalmost53percentin2022.Bycontrast,themarketshareofdesktopdevicesfellinthegivenperiod,goingfromroughly67percentin2016to45percentin2022.ReadmoreNote(s):Italy;2016-2022Source(s):StatCounterMarketshareofdesktopoperatingsystemsinItalyfrom2010to2022MarketshareofdesktopoperatingsystemsinItaly2010-2022WindowsOSXLinuxUnknowniOSAndroidPlaystationChromeOSOther120%100%80%60%40%20%0%201020112012201320142015201620172018201920202021202228/statistics/623136/leading-desktop-operating-systems-ranked-by-market-share-in-italyIn2022,WindowswastheleadingdesktopoperatingsysteminItalywitha77.64percentshareofthemarket.Window'smarketsharehas,however,decreasedsincethestartofthegivenperiodin2010whentheyobtained91.93percentofthemarket.ReadmoreNote(s):Italy;2010to2022Source(s):StatCounterLeadingtabletoperatingsystemsrankedbymarketshareinItalyfrom2012to2022MarketshareoftabletoperatingsystemsinItaly2012-2022iOSAndroidOther90807060504030201002012201320142015201620172018201920202021202229Description:InItaly,iOSandAndroidweretheleadingtabletoperatingsystemsbetween2012and2022.Particularly,in2022,Androidrecordedthehighestmarketshareatover56.5percent,whileiOS'swasaround43percent.Bycontrast,in2020,AndroidandiOShadanalmostequalshareofthetabletOSmarketinItalyataround50percent.ReadmoreNote(s):Italy;2012to2022Source(s):StatCounterMarketshareofAppletabletiOSinItalyfrom2012to2022MarketshareofAppletabletiOSItaly2012-202290%80%70%60%50%40%30%2012201320142015201620172018201920202021202230Description:InItaly,iOSandAndroidweretheleadingtabletoperatingsystemsbetween2012and2022.Particularly,in2022,Appleoccupiedover43percentofthetabletOSmarket,upfromaround37percentrecordedinthepreviousyear.

ReadmoreNote(s):Italy;2012to2022Source(s):StatCounterMarketshareofAndroidtabletoperatingsysteminItalyfrom2012to2022MarketshareofAndroidtabletoperatingsysteminItaly2012-202270%60%50%40%30%20%10%2012201320142015201620172018201920202021202231Description:InItaly,iOSandAndroidweretheleadingtabletoperatingsystemsbetween2012and2022.Particularly,in2022,Androidrecordedthehighestmarketshareatover56.5percent,downfromalmost63percentrecordedintheprevoiusyear.

ReadmoreNote(s):Italy;2012to2022Source(s):StatCounterCHAPTER

05ConsumptionShareofdigitaldeviceownersinItalyin2023DigitaldeviceownershipItaly2023Shareofrespondents0%10%20%30%40%50%60%70%80%90%100%97.5%97.5%110%Mobilephone(anytype)SmartphoneLaptopordesktopcomputerTablet67.2%51.2%Gamesconsole35.9%SmartwatchorwristbandTVstreamingdeviceSmarthomedeviceVirtualbeautydeviceFeaturephone33.2%22.6%20.5%4.5%1.8%33/statistics/1280024/digital-device-ownership-italyA2023surveyconductedrevealedthat97.5percentofrespondentsownedasmartphone,whilearound67percentofthemclaimedtohavealaptoporadesktopcomputer.Bycontrast,only20.5percentofrespondentssaidtohaveasmarthomedevice.ReadmoreNote(s):Italy;asofJanuary2023;16-64years;InternetusersthatowneachkindofdeviceSource(s):DataReportal;GWI;Hootsuite;WeAreSocialShareofdevicesusedtoaccesstheinternetnItalyin2023DevicesusedtoaccesstheinternetinItaly2023100%94%93.4%90%80%70%60%50%40%30%20%10%0%77.3%71.8%41.2%Tablet38.9%28.3%20.4%17%1.4%Mobilephone

Smartphone(anytype)Laptopordesktopcomputer(anytype)PersonallaptopordesktopConnected

Worklaptopor

Smarthome

Gamesconsole

Featurephonetelevision

desktop

device34Description:InItaly,a2023surveyconductedinItalyrevealedthatover93percentofrespondentsusedsmartphonestoaccesstheinternet,whiletabletsaccountedforaround41percent.Moreover,20.4percentofintervieweesusedsmarthomedevicestoaccesstheinternet.ReadmoreNote(s):Italy;asofJanuary2023;16-64years;UseeaachkindofdevicetoaccesstheinternetSource(s):DataReportal;GWI;Hootsuite;WeAreSocialMostusedconsumerelectronicsinItalyasofJune2023MostusedconsumerelectronicsinItaly2023Shareofrespondents0%10%20%30%40%50%60%70%80%90%100%99%SmartphoneHeadphones66%TabletWearables(e.g.,smartwatch,health/fitnesstracker)eReader55%35%22%Noneoftheabove

0%35Description:99percentofItalianrespondentsansweroursurveyon"Mostusedconsumerelectronics"with"Smartphone".Thesurveywasconductedin2023,among2,035consumers.

ReadmoreNote(s):Italy;July2022toJune2023;2035respondents;18-64yearsSource(s):ConsumerInsightsNumberofcomputerhouseholdsinItalyfrom2013to2028(inmillions)NumberofcomputerhouseholdsinItaly2013-20282017.6817.7817.6117.6217.6417.6617.6817.6917.691816141210816.6416.7416.8416.2716.216.0115.826420201320142015201620172018201920202021202220232024202520262027202836Description:ThenumberofhouseholdswithacomputerinItalywasforecasttocontinuouslyincreasebetween2024and2028byintotal0.1millionhouseholds(+0.57percent).ReadmoreNote(s):Italy;2013to2028;allvaluesareestimatesSource(s):ShareofindividualsusingpersonalcomputersinItalyfrom2006to2021ShareofpersonalcomputerusersinItaly2006-202170%57.7%60%50%40%30%20%10%0%57.5%57%55.8%55.5%55.4%55.4%55%54.9%53.2%53.4%52%48.4%45.7%42.6%42.2%200620072008200920102011201220132014201520162017201820192020202137Description:InItaly,theshareofpersonalcomputer(PC)usersincreasedfrom42.2percentin2006to57.5percentin2015.In2016,therewasaslightdecrease,giventhat,57percentofItaliansdeclaredtheyhadthehabittousepersonalcomputers,whilein2021theshareincreasedbackto57.7percent.ReadmoreNote(s):Italy;2006to2021Source(s):IstatShareofindividualsusingpersonalcomputersdailyinItalyin2021,byagegroupShareofindividualsusingpersonalcomputerdailyinItaly2021,byagegroupShareofpersonalcomputerusers30%

40%0%10%20%50%60%70%80%3-5years6-10years5.4%31.7%11-14years15-17years18-19years20-24years25-34years35-44years45-54years55-59years60-64years65-74yearsOver75years56.9%66.8%63%55.5%47.3%44.4%45%40.2%34.2%21%6.2%38Description:In2021,Italiansaged15-17yearsoldweremorelikelytousetheirpersonalcomputerdailythanindividualsbelongingtootheragegroups.Asamatteroffact,66.8percentofrespondentsinthisagegroupdeclaredtousethepersonalcomputerdaily.Theshareofintervieweeswhostatedtohavethishabitdecreasedwiththeincreaseofage.Amongindividualsaged65to74yearsold,21percentdeclaredtousethepconadailybase.

ReadmoreNote(s):Italy;2021;3yearsandolderSource(s):IstatShareofindividualsaged6to24yearswhomakedailyuseofapers