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Q4 2015 W Europe Distributor PC Sales Growth Trend Improving
28 January 2016 (London, UK): PC sales through Western Europe’s top IT distributors improved in the final quarter of 2015 according to data published by CONTEXT, the leading European IT market analysis company. Unit sales for the quarter remained almost flat, falling at only -0.1%, compared to the previous year, compared to a -3% decline in Q3 2015.
The improvement was driven by consumer-targeted PCs, which returned to growth during the holiday season despite a strong prior-year comparison period. Consumer PCs were up by +3% year-on-year in Q4 2015 as sales of detachable and convertible mobile devices increased.
Business-targeted PCs declined by -5% year-on-year in the final quarter of 2015. The decline came on the back of good growth in the same period in the previous year, when business sales were benefitting from the last XP migration projects and were also being pushed by the use of Microsoft’s Windows with Bing in the commercial space.
The final quarter of 2015 was characterised by strong efforts to clear excess PC channel inventory, and distributors in most countries commented on seeing stock levels go down to more acceptable levels over the quarter. In line with the progressive depletion of old PC stock in the channel, the transition to Windows 10 accelerated significantly during Q4 2015. While Windows 10 Home accounted for only 44% of Windows Home PC sales by Western European distributors in October, the figure went up to 69% in November and to 80% in the final month of the year.
Data Source:
CONTEXT Research Updates are drawn from a full suite of analysis tools covering the whole IT supply chain supported by our range of data services which include CONTEXT SalesWatch Shipments (quarterly vendor sell-in), CONTEXT SalesWatch Distribution (weekly distributor sell-through including data from Global Technology Distribution Council (www.gtdc.org) members across Europe), CONTEXT MarketWatch (monthly reseller, retailer, etailer sell-out) and CONTEXT PriceWatch (List, Trade, Street and Promotion pricing).
||| CONTEXT SalesWatch Distribution reports deliver complete market data on product sell-through in Europe's IT distribution market in a wide range of product categories.
||| CONTEXT MarketWatch delivers complete visibility of all IT sales to businesses and consumers from our Retail and B2B panels.
||| CONTEXT PriceWatch Service provides competitive pricing intelligence to IT Vendors who need to keep abreast of their competition's product, pricing and promotional activity across Europe, the Americas and APAC regions.
||| CONTEXT Shipments Service provides Vendor quarterly sales-in to all channels, including direct and indirect sales, covering PCs, Printers and Displays across Europe.
If you would like to subscribe to receive CONTEXT Research Updates, please email: research@contextworld.com
About CONTEXT:
Headquartered in London with over 200 staff across the world, CONTEXT specialises in tracking technology sales and pricing across EMEA. Supported by the largest Distribution Channel Database in the world and coupled with our extensive experience in managing and reporting on large data sets, we provide the highest quality data that has been helping our clients make business-critical decisions for over 30 years. We are also a key data partner of the GTDC.
CONTEXT
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