United Kingdom (UK) Home Computer and Tablets Market Trends, Analysis, Consumer Dynamics and Spending Habits

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The UK: Home Category Data, The Consumer – Computer & tablets 2023 report offers a comprehensive insight into consumer attitudes in the UK computer & tablets market. The report focuses on six key subcategories: overall computers & tablets, laptops & notebooks, desktops, tablets & e-readers, smart watches & fitness bands and accessories. Consumer data is based on our 2023 UK computer & tablets survey, using a panel of 2,000 nationally representative consumers.

Key Highlights

Currys is the most shopped retailer for laptops & notebooks and desktops

Amazon holds the highest conversion rate across the overall computer & tablets market

Price is the most important driver when selecting which retailer to purchase computer & tablet products from

Reasons to Buy

Identify the demographic profile of shoppers and average spend within each subcategory, allowing you to better target ranges.

Understand how drivers of purchase, such as range, price and quality, vary in importance among different demographics in order to maximise sales potential among target audiences.

"Discover how channel usage for researching and purchasing is changing, to help target investment into growing areas."

Home Bargains
John Lewis & Partners

Table of Contents


Consumer Penetration by Subcategory

Drivers of Purchase

Replacement cycle

Retailer Use

Retailer Profiles

Retailer Drivers

Retailer Improvements

Channel Use

Research Prior to Purchase

Category-specific Questions

Methodology & Contacts


Consumer Penetration by Product, 2023

Purchase Motivations, 2023

Retailer Conversion Rates, 2023

Retailers Purchased from by Subcategory (Top 5), 2023

Retailer Usage by Demographic, 2023

Drivers of Retailer Choice by Retailer, 2023

Retailer Improvement Opportunities by Retailer, 2023

Brands Conversions by Subcategory, 2023

Drivers of Brand Choice, 2023


Consumer Penetration, 2023

Consumer Penetration by Subcategory, 2023

Replacement Cycle, 2023

Retailers Visited & Purchased from, 2023

Retailer Profile – Amazon, 2023

Retailer Profile – Currys, 2023

Retailer Profile – Argos, 2023

Retailer Profile – Apple, 2022

Retailer Profile – John Lewis & Partners, 2023

Retailer Usage by Demographic, 2023

Drivers of Retailer Choice, 2023

Retailer Improvement Opportunities, 2023

Brands Considered and Purchased, 2023

Drivers of Brand Choice, 2023

Shopper Research Process, 2023

Interaction with Staff Instore, 2023

Channel Usage when Researching, 2023

Channel Usage when Purchasing, 2023

Online Fulfilment Methods, 2023

Shopper Views on Online Shopping for Computer and tablets, 2023

Satisfaction with Online Shopping for Computer and tablets, 2023

Views Prior to Purchase, 2023

Factors of Importance, 2023

Size of Shoppers' Tablet/E-reader Purchase, 2023

Usage Time per Category on a Computer/Laptop at Home, 2023

Frequently asked questions

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