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New Research Report - Netbook Shipments Twice as High as Laptops

In Q2’09, the total notebook PC market posted strong Q/Q and Y/Y growth as units surged past the 38 million mark.

Workers who commute or travel find that Netbooks are just much more travel friendly than larger laptops.  For salespeople who want more space in their bag or even marketers who will present using a projector, Netbooks make sense.  The truth is which applications being delivered on the cloud and the ever-accessible Internet, it's little surprise that Netbook purchasing has accelerated.

From the world of things just keep getting smaller...this recent report from DisplaySearch, an NPD Company.

Mini-Note PC (Netbook) Shipments Grow at Twice the Rate of Notebook PCs in Q2’09

Sort Date: 08312009

AUSTIN, TEXAS, August 31, 2009—In Q2’09, the total notebook PC market posted strong Q/Q and Y/Y growth as units surged past the 38 million mark, as reported in the DisplaySearch Q3’09 Quarterly Notebook PC Shipment and Forecast Report. The mini-note PC (netbook) market was particularly strong, growing 40% Q/Q, which was twice the impressive 22% Q/Q growth rate of larger notebook PCs. The strong growth of mini-note PCs drove their share of the portable computer markets to 22.2% in Q2’09, as shown in Table 1. Asus, the pioneer in mini-note PCs, has been steadily losing share because Tier 1 brands like Acer, HP, Dell, Lenovo and Toshiba have become increasingly aggressive in this segment.

Table 1: Notebook and Mini-Note Share of Portable Computer Shipments

Category

Q2’08

Q1'09

Q2’09

Mini-Note

5.6%

17.8%

22.2%

Notebook PC

94.4%

82.2%

77.8%


Source: DisplaySearch Q3’09 Quarterly Notebook PC Shipment and Forecast Report

Mini-note penetration in Latin America and Greater China is higher than notebook PC penetration, as shown in Table 2. The low prices of mini-note PCs make these products more affordable for these emerging markets, and these regions have many first-time PC buyers, who are less likely to require all the bells and whistles available on a larger mainstream notebook PC.

Table 2: Q2’09 Notebook and Mini-Note Shipment Share and Y/Y Growth by Region

Region

Mini-Note PC

Notebook PC

Portable PC

Y/Y Growth

Latin America

6.7%

4.8%

5.2%

64.8%

Greater China

18.6%

13.8%

14.9%

59.7%

Asia Pacific

9.2%

11.5%

11.0%

53.2%

Japan

6.0%

6.1%

6.1%

20.9%

EMEA

32.9%

33.5%

33.4%

14.8%

North America

26.6%

30.2%

29.4%

6.9%

Worldwide

100%

100%

100%

23.0%


Source: DisplaySearch Q3’09 Quarterly Notebook PC Shipment and Forecast Report

In many regions, telecom providers have been offering subsidized mini-notes for several quarters, which helped propel growth. In Western European countries, a number of telecoms are subsidizing 100% of the price of the mini-note when the customer signs a two-year data plan contract. In North America, telecom providers are aggressively marketing mini-notes with a two-year data plan contract, while some cable providers are offering heavily discounted mini-notes as an incentive to sign a contract for cable TV, internet and phone service. The incentives have been quite successful in Europe. In North America, these promotions were only test marketed in Q2’09, so there is insufficient data to determine if they will achieve the same measure of success.

Mini-notes have been a significant contributor to the growth in the portable PC market as their very attractive price points make owning a secondary computer viable for many consumers.

“Mini-note PC screen sizes have increased steadily, from 7.0" to 8.9” and then to 10.2". Some panel makers and brands are promoting 11.6" mini-note displays, leading to an overlap with ultraportable notebooks. However, the higher prices of these larger netbooks diminish their cost advantage. In addition to many other key players in the supply chain, Microsoft indicated it is their desire to increase the ASP of mini-notes. A significant increase to the ASP of mini-notes may deter consumers that are predominantly using mini-notes as secondary PCs,” said John F. Jacobs, Director of Notebook Market Research.

The DisplaySearch Quarterly Notebook PC Shipment and Forecast Report is a comprehensive and exclusive compilation of market data from DisplaySearch’s industry sources, along with insightful analysis of the state of the notebook PC industry, including the breadth and depth of mini-note and notebook PCs demand in the major geographic regions, and identifying the key variables influencing changing demand patterns in these markets.

More Stories By John Ryan

John is an experienced leader with a strong background of defining and executing company strategies. He is especially skilled in channel management, market analysis, brand marketing and selling technology products and services. He has successfully served in a number of executive positions and has been in management for 20 years. John is currently writing a book on increasing revenue generation. He has been a co-author of a comprehensive marketing methodology for high tech companies and has helped venture capitalists and private equity firms gauge their technology investments. In 2004, John served as Vice President of Marketing for the NA arm of the $6B IT Services division of Siemens, AG. John served on the board of directors at WebTrends, purchased by NetIQ (NTIQ) for $1 billion in 2001. WebTrends was highly successful dominating the web site analysis and reporting space. Prior to WebTrends, John was the Vice President of Marketing for Tivoli Systems. John has worked as a contracted consultant for established companies, start ups and top analyst firms. John can be reached at john@johnwryan.com or you can follow him on Twitter @buyersteps

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