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US eyes European PC market

A study carried out by Nielsen//NetRatings has suggested that US-based PC makers may target Europe as a potentially lucrative...

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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.

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