European PC market sees sales increase

Sales of personal computers in Europe have received a boost as IT distributors broaden their portfolios, leading to higher sales and average selling prices (ASPs), performing better than the overall PC market.

According to research by Context average prices have risen since the beginning of 2010, with the PC ASP at the third quarter (Q3) 2010 up 4.6 percent from the same period last year, now standing at $619.  The total PC revenues reported were $3.91 billion, showing an increase of 22.2 percent from $3.21bn last year.

Over the same period unit sales via distribution increased by 16.5 percent, which Context notes as a significantly improved result compared to the leading European countries market growth of 2.7 percent in unit terms, as distributors increased their share of the PC business.  

34 percent of all PCs shipped by vendors reached the market via distribution in the Q3 2010, up from 29.9 percent in Q3 2009.

The research shows that in Q1 2008 HP dominated the distribution landscape with 43.9 percent of the total European PC distribution revenues. This was followed by Acer with 15.1 percent, with Toshiba in third place with 7.6 percent of revenues.  Fujistu amassed revenues of 6.8 percent, while Lenovo accounted for just 5.8 percent. 

By Q3 2010 however the landscape had changed following strong growth in Q2. Asus (7.4 percent), Apple (7.3 percent), and Samsung (4.4 percent) had gained significantly more distributors sales and moved into fifth, sixth and seventh spots respectively to make seven vendors accounting for just over 80 percent of distributors’ PC business. 

The increase seen by companies towards the bottom of the spectrum has meant a knock on effect for HP who have seen their share fall to 32.6 percent.  Acer has remained at 15.1 percent, though Toshiba fell to fourth place with 7.5 percent having suffered a decline in distribution since the end of 2010.  Lenovo has jumped into third position with 7.9 percent of European distributors PC sales revenues.