A study carried out by Nielsen//NetRatings has suggested that
US-based PC makers may target Europe as a potentially lucrative
market as the worldwide sales slowdown continues.
With the US market losing momentum as the rate of home PC
penetration escalates, opportunities for PC manufacturers to
capture a larger slice are harder to find. However,
Nielsen//NetRatings believes that focusing on largely untapped
markets such as Europe could enable manufacturers to boost
sales.
Less than 50% of households in European countries such as Britain,
Germany and Italy currently own a PC, while France's PC penetration
is a lowly 34%. According to Brian Milnes, the managing director of
Nielsen//NetRatings Asia-Pacific, this provides an excellent
opportunity for PC manufacturers.
"With relatively large population bases and high disposable
incomes, these markets present a great opportunity for PC
manufacturers in the consumer market," he said, adding that raising
penetration rates to 50% would result in around 18 million
sales.
At the other end of the spectrum, however, are the regions that
have high PC penetration. Asia-Pacific countries, for example, have
a home PC-penetration rate of anywhere between 58% and 68%, while
Australia has 65%.
According to Nielsen//NetRatings, US manufacturers could take
advantage of the households purchasing more than one PC. The study
revealed that 25% of Australian households had access to more than
one computer, a trend reflected throughout the Asia-Pacific region.