A sharp increase in laptop sales in Israel in the second quarter


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The corona crisis has led to the closure of quite a few computer factories in China and led to a collapse in sales and shipments. It now turns out that the second quarter, in which most manufacturers returned to activity, compensated for the sharp decline

The computer market showed no encouraging signs in the first quarter of 2020 in Israel. The corona crisis that led to the closure of quite a few computer factories in China and also led to a collapse in sales and shipments. Importers had to work with semi-empty warehouses and the situation would have looked bad. Now it turns out that the second quarter, in which most manufacturers returned to activity, compensated for the sharp decline and beyond. According to data from research firm IDC for the second quarter obtained by Calcalist, the Israeli computer market jumped by about 33% compared to the same period last year.

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About 282,000 computers were sold in Israel in the last quarter, about 70,000 more than last year. The main winner is HP, which has a general market share of approximately 34.5% in Israel. Lenovo with about 23% holds the second place and Dell holds the third place with 19.7%. Asus is in fourth place with about 11.7% of the market and the surprising Acer is in 5th place with 3.8% market share.

HP tops the list Photo: HP

The other brands have not really grown, despite the customers’ interest in new computers. For example, Apple crashed less than 5,000 computers, compared to last year when it sold about 1,900 more computers, which represents a decrease of more than 27% in shipments. It is not clear why Apple has fallen so much, the company actually introduced a new product line recently but apparently their high price in Israel has kept many consumers away. Sharp, which is now sold under the Daybook brand, also did not really manage to rise and lost almost a quarter of its shipments compared to the previous year.

In the distribution between the types of computers – stationary and mobile – the numbers do not change much. While demand for desktops has dropped dramatically, with an overall decline of more than 11% over 2019, nearly 85,000 units were still shipped to Israel this year. In terms of stationary, the table shows that HP holds the first place with a market share of about 47.5%. Dell, in second place with about 22%, Lenovo in third place with just over 12%, Ivory in fourth place with 7.2% and Asus in fifth place with 2.4%, a nice achievement considering that it is active only in a specific niche.

IDC combines all the very small or niche brands, but this is a total of about 6,000 units in total, however it is about 7% market share so in practice it is listed above Asus in terms of ranking even if it is not a single brand.

Acer is an old brand that managed to surprise Acer is an old brand that managed to surprise Photo: Acer

The market situation of the mobile compared to the stationary is much better. In fact, it grew by almost 70% compared to the same quarter last year. The increase represents a total of approximately 81,000 additional units shipped compared to 2019. A total of about 197,000 laptops were sent to Israel. The changes in the ranking of the brands sold have not changed dramatically and here the struggle in the head is closer than ever. HP was able to snatch the lead right away from Lenovo who return to second place. The American company holds 29% of the share of the laptop market while Lenovo 28.1%. The number of units is about 57,000 units for HP compared to about 55,000 units for Lenovo. In third place Dell with 36.7 thousand units, Asus in fourth with almost 31 thousand units and Acer in fifth place with almost 11 thousand units.

However, in contrast to the general shipment ranking, the changes in the volume of growth are more surprising. For example, Acer, a brand that has been absent from the Israeli market in recent years, returned with a jump in shipments of about 780%, a very impressive recovery. The second brand after it has gained customer refinement is Dell with an increase of more than 150% in shipments. HP increased the volume of shipments “only” by about 106%, followed by Lenovo, which was satisfied with an increase of only 41%. Asus is also content with a 22% increase. On the other hand, Apple is lagging behind with a decrease of about 32% in the volume of shipments. Sharp-Daybook also fails to arouse interest with a drop of more than 23% in shipments.

Desktop computer? Especially for gamers Desktop computer? Especially for gamers Photo: Shatterstock

Overall, the Israeli computer market shows an increase that is directly affected by the changes in work, study and consumption patterns resulting from the corona crisis. While desktops that are limited to a particular location and require a tidy workspace have sold less, laptops that are better suited for relocating and working in changing conditions have shown a considerable leap. Apparently the transition to online learning has also raised the need and it is not inconceivable that it represents the main reason for the change in purchasing patterns. It will be interesting to see how things change in the third quarter as well, where the government has returned to some of the first quarter restrictions. However, sales data for the business and consumer sectors clearly show the impact of the epidemic on the Israeli market.

In the data distribution, the business market experienced an increase of about 32.5% compared to the corresponding quarter in 2019 with 167,193 business computers shipped to Israel. In this area, too, HP leads with a market share of about 45%.

Divided into laptops, the market is 9.5% smaller this year compared to last year, with a total of 68,000 business laptops shipped. This time too, HP leads sales with a market share of 54.7%. However, in laptops, the market has doubled with An increase of about 96%, a figure that represents sales of about 98,000 business laptops in total, with HP at the top of the table with a market share of 38.5%.

Apple's bottle is dropping in sales Apple’s bottle is dropping in sales Photo: Apple

The private market is also experiencing a 34% increase in shipments compared to the same quarter in 2019 with 114,872 computers. HP increased its market share by 7% compared to the same quarter in 2019 with a market share of 19.2%. Divided into computers, desktops and laptops, sales of consumer desktops decreased this year compared to last year by 17.5%, with delivery of about 16,070 units, and HP continues to control it with a share of 16.6%. In laptops – the increase is significant – 49.8% compared to the corresponding quarter last year. A total of 98,802 consumer laptops were sold.

These data well reflect the crisis because most of the sales of computers in this field are intended for children or family members who need their own computer to study or keep in touch with relatives.

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