Laptop Sales in Australia: Yearly Statistics and Market Trends

In Australia, the laptop market has experienced consistent growth over the years, driven by changing consumer behaviors, advancements in mobile computing technology, and a shift toward remote working and studying.

The appeal of laptops stems from their portability, performance, and versatility, making them essential for both personal and professional use. This article delves into the trends and statistics of laptop sales in Australia, exploring the market’s evolution over the past decade, key factors influencing growth, and projections for the future.

 

Overview of the Australian Laptop Market

Australia’s laptop market is dynamic, evolving to meet the needs of both individuals and businesses. Over the last decade, laptops have become the device of choice for many Australians, thanks to their portability and power. The rise of cloud-based computing, improvements in battery life, and the advent of ultrabooks have further fueled this demand. Major global brands such as Apple, Dell, HP, Lenovo, and ASUS dominate the market, catering to different segments, from casual users to high-end professionals and gamers.

 

Historical Laptop Sales Trends

1. 2010-2015: Steady Growth Amidst Technological Advancements

The early 2010s saw steady growth in laptop sales as consumer preferences shifted away from desktop computers in favor of more portable and powerful devices. During this period, significant advancements in laptop technology, such as thinner designs, better battery life, and the introduction of ultrabooks, contributed to the increasing sales.

• 2010: Approximately 2.5 million laptops were sold in Australia, marking the beginning of a period of steady growth. This growth was fueled by students and professionals seeking lightweight, portable devices that could perform tasks once restricted to desktops.
• 2012: The introduction of Intel’s ultrabooks contributed to a sharp rise in sales, reaching 3 million units. The desire for thinner, more powerful laptops led many to upgrade from older, bulkier models.
• 2015: By the mid-decade, Australian laptop sales had grown to around 3.3 million units, driven by continued advancements in hardware and the increasing affordability of powerful laptops.

2. 2016-2019: The Rise of Hybrid Laptops and 2-in-1 Devices

The years 2016 to 2019 were characterized by the rise of hybrid laptops and 2-in-1 devices that could function both as traditional laptops and tablets. These devices were particularly popular among students and business users who valued the flexibility of a laptop that could also serve as a tablet for note-taking or presentations.

• 2016: Laptop sales remained strong, with approximately 3.4 million units sold, driven by the popularity of convertible devices like the Microsoft Surface and Lenovo Yoga series.
• 2017: The market continued to grow, with around 3.5 million units sold, as more manufacturers introduced hybrid models. The growing demand for laptops in education, coupled with businesses upgrading their fleet of machines, contributed to this growth.
• 2019: By the end of 2019, sales had reached approximately 3.6 million units, as laptops continued to dominate both personal and professional computing markets. The trend toward hybrid laptops persisted, and ultrabooks became the standard in many workplaces.

3. 2020: The COVID-19 Effect on Laptop Sales

The year 2020 was a watershed moment for the laptop market due to the global COVID-19 pandemic. With millions of Australians forced into lockdown and adopting remote work and learning, demand for laptops skyrocketed. Laptops became essential tools for work-from-home setups, online education, and even gaming and entertainment, as people spent more time at home.

• 2020: Laptop sales in Australia surged to 4.6 million units, representing a year-on-year growth of nearly 28%. The sudden shift to remote working and learning led to massive demand, resulting in supply shortages for some popular models.

This unexpected surge in demand was particularly noticeable in the education sector, where schools and universities rapidly transitioned to online learning. Many organizations also invested in laptops for employees to facilitate remote work.

Laptop Sales by Segment in Australia

The Australian laptop market can be broken down into three primary segments: consumer laptops, business laptops, and gaming laptops.

1. Consumer Laptops

Consumer laptops are designed for everyday use, including web browsing, media consumption, and basic productivity tasks. This segment includes a wide range of devices, from budget-friendly models to premium ultrabooks.

• 2019: Consumer laptops accounted for around 55% of total sales, with students, families, and home users making up the majority of buyers.
• 2020: The pandemic-driven surge in home-based activities saw consumer laptop sales rise dramatically, as people needed new or upgraded devices for home use. Consumer laptops remained the largest segment, accounting for approximately 60% of all laptop sales.

2. Business Laptops

Business laptops are designed for professionals, offering features such as enhanced security, durability, and better performance for tasks such as data analysis, software development, and corporate communications. Many businesses prefer laptops over desktops due to their portability and the need for mobility in modern workplaces.

• 2019: Business laptops made up about 35% of the total market. Many organizations were in the process of upgrading their equipment to meet the growing demands of mobile workforces.
• 2020: The shift to remote work led to a significant increase in demand for business laptops, as companies scrambled to provide employees with the necessary tools to work from home. Business laptop sales grew to around 40% of the total market, with many enterprises investing heavily in laptops with better security and performance features.

3. Gaming Laptops

The gaming laptop market, while smaller than the consumer and business segments, has seen robust growth over the past few years. Gaming laptops are designed to deliver high-performance gaming experiences, often featuring powerful GPUs, faster processors, and advanced cooling systems.

• 2019: Gaming laptops accounted for about 10% of the total market, driven by the growing popularity of e-sports and PC gaming.
• 2020: With more time spent indoors due to lockdowns, gaming laptop sales surged, reaching 12% of the market. Gamers, streamers, and content creators increasingly sought out high-performance laptops for both work and play.

Future Trends and Projections for Laptop Sales in Australia

The laptop market in Australia is expected to continue growing, albeit at a slower rate than the pandemic-driven boom of 2020. Several key trends will shape the market in the coming years.

1. Remote and Hybrid Work

The remote work trend is expected to persist, even as restrictions ease and workers return to the office. Many organizations have adopted hybrid work models, where employees split their time between home and the office. As a result, demand for business laptops will remain strong, particularly for models that offer security, performance, and mobility.

• Forecast (2024): Business laptop sales are projected to maintain a solid share of the market, accounting for around 40-45% of total laptop sales.

2. Gaming and High-Performance Laptops

The gaming industry continues to grow, both in Australia and globally. Gaming laptops are becoming more popular among gamers who value the flexibility of a portable machine without sacrificing performance. Additionally, gaming laptops are being used for other high-performance tasks like video editing and 3D rendering.

• Forecast (2024): Gaming laptop sales are expected to grow at a compound annual growth rate (CAGR) of 5-7%, with their share of the market increasing to around 15-18%.

3. Sustainability and Longer Lifecycles

Environmental concerns are starting to influence purchasing decisions, with many consumers and businesses opting for devices that are more energy-efficient and have longer lifecycles. Manufacturers are responding by designing laptops that are easier to repair and upgrade, reducing e-waste and promoting sustainability.

4. 5G and Connectivity

The rollout of 5G technology in Australia is expected to boost the demand for laptops with 5G capabilities, particularly among business users who require high-speed, reliable internet connectivity for remote work. As 5G becomes more widely available, it will likely become a standard feature in premium business and consumer laptops.

Conclusion

Laptop sales in Australia have shown remarkable resilience and growth over the past decade, particularly during the pandemic. While consumer demand for laptops surged in 2020, driven by remote work, online education, and entertainment needs, the market is expected to stabilize in the coming years.

The rise of hybrid work models, the growing popularity of gaming laptops, and increasing awareness of sustainability will continue to shape the laptop market in Australia. Looking ahead, the industry is poised for continued innovation, with 5G connectivity, improved battery life, and sustainable designs leading the charge.