P O W E R E D B Y CENTRIS MARKET ING 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