According to a new forecast from CONTEXT, the global PC market is set for a modest rebound in 2024. After experiencing sharp declines post–pandemic, the industry is beginning to stabilise as both consumers and businesses adjust to new economic conditions and product cycles.

CONTEXT predicts growth in PC shipments will be driven by increasing demand for replacement devices and technological upgrades. Following unprecedented sales in 2020 and 2021, the market faced a significant drop as consumers slowed purchases and businesses delayed upgrades. However, 2024 is expected to see a more balanced supply–demand environment, with advanced computing needs spurring momentum.

Key Forecast Insights:

• Desktop Market: CONTEXT anticipates improvement over the next two quarters and stronger growth in 2025. Unit sales are projected to range between –3.6% and 4.6% YoY in Q3 2024

• Mobile Segment: Moderate growth is forecast, particularly in notebooks and tablets, as Europe’s economic recovery remains slow.

We are seeing signs that the worst of the PC market downturn is behind us. While the past couple of years have been challenging, we expect gradual recovery in 2024 as businesses refresh their hardware and consumers seek better performance. The demand for high–performance devices will grow as workloads evolve, especially in hybrid work environments.

The business market is expected to play a pivotal role in driving PC market recovery, as companies that deferred upgrades during the economic slowdown are now investing in new hardware. Additionally, advancements in artificial intelligence (AI) and other high–performance computing needs are set to fuel demand for next–generation devices.

While corporate demand is increasing, the consumer segment is expected to face challenges, with extended device lifespans and reduced discretionary spending. However, premium devices targeting gamers and content creators are projected to outperform other categories.

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