The EMEA (Europe Middle East and Africa) PC market experienced a steep decline of 35.9% in Q1 compared with Q1 2022 as worldwide PC shipments totalled 55.2 million units, a 30% decrease, according to Gartner.

 

Shipment volumes for the whole of EMEA fell below the total US shipment volume. 

 

“The continued impact of political unrest, inflationary pressures, interest rate increases and a pending recession has culminated in another massive decline in the EMEA PC market,” said Mikako Kitagawa, Director Analyst at Gartner. 

 

Top six vendors

“None of the top six vendors were immune from the collapse, all losing more than a third of their shipment volumes year-over-year.”

 

Meanwhile, worldwide an unfavourable combination of oversupply and continued low PC demand due to economic uncertainties and a lack of purchase motivation led to the second consecutive quarter of historic year-over-year decline. 

 

“PC pricing pressures intensified during the quarter as vendors offered considerable discounts to clear inventory,” said Kitagawa. 

 

Reducing ASPs

“To drive demand, vendors temporarily reduced average selling prices (ASPs) of PCs already in the channels, but ASPs of new PCs shipping into the channels remained elevated due to inflation-driven supply chain cost increases.”

 

“Essentially, PC vendors pursued a strategy to protect margins rather than to pursue market share by lowering prices,” added Kitagawa. “ASPs will increase moderately in 2023 as vendors pass the cost increases for new PCs entering the channel to end users.”

 

The top vendors in the worldwide PC market remained unchanged in the first quarter of 2023, with Lenovo maintaining the No 1 spot in shipments with 23.3% market share.

 

Steepest decline

Lenovo recorded the steepest annual shipment decline in its corporate history over two quarters. While the US was a particularly challenging market for Lenovo, the company had modest growth in Japan driven by end of fiscal year PC purchases. 

 

This was the seventh consecutive quarter of double-digit shipment decline for HP. HP shipments in EMEA dropped by 37% compared to a year ago but declined less steeply in the US market. 

 

Dell saw its fourth consecutive quarter of year-over-year decline. Asia Pacific was its hardest-hit market, with shipments down by over 40%. Dell’s decline was largely driven by the weak business PC market.

 

“Business PC demand was slow overall this quarter, but the small and midsize business (SMB) market was especially weak due to economic uncertainties,” said Kitagawa. “IT has remained a top area for SMB spending as organisations recognise the importance of leveraging technology for growth, but PCs are often the first area to face budget cuts as the product life can be extended. In contrast, spending in other technology segments such as software and IT services is expected to grow in 2023.”

 

Regional overview 

The US PC market declined 25.8% in the first quarter of 2023. While the US economic outlook in the first quarter of 2023 was better than initially anticipated, particularly for consumer spending, it did not significantly impact PC sales as consumers opted to spend their money elsewhere. 

 

Dell secured the top spot in the US PC market based on shipments with 26.4% market share, while HP followed with 25.7% share

 

The Asia Pacific PC market also had a significant decline, with China suffering the most due to high inventory in the channel and weak demand. Outside of China, the PC market was also weak due to inflation, increasing interest rates and local currency depreciation. However, countries including India and Vietnam fared slightly better due to the shift of manufacturing sites and business operations out of China, as enterprises tried to diversify to reduce over-reliance on China as a single production source. The Japanese market saw a relatively moderate decline at 9.8% compared to other regions.

 

These results are preliminary. Final statistics will be available soon to clients of Gartner’s PC Quarterly Statistics Worldwide by Region programme. This programme offers a comprehensive and timely picture of the worldwide PC market, allowing product planning, distribution, marketing and sales organisations to keep abreast of key issues and their future implications around the globe.-- TradeArabia News Service