Findings from the latest 91mobiles survey pertaining to laptop ownership in India, buying patterns, brand loyalty etc

1. Laptop Buyer Insights Survey
(March 2023)
Based on 5,000+ laptop buyers
India’s #1 Gadget Discovery Site

2. Key questions asked in the survey
Which brand of laptop people own currently
How brand loyalties are shifting
How people research for new laptops
How people buy new laptops
Popularity of laptop brands by age
1
2
3
5
4

3. Demographic split and methodology
Demographic Split of Respondents
Survey Methodology
Gender:
 85% men
 15% women
Age:
 13% below 18 years
 27% between 18 and 24 years
 29% between 25 and 34 years
 18% between 35 and 44 years
 13% above 44 years
Region:
 North 46%
 West 25%
 East 16%
 South 13%
 Survey was conducted via Google forms
 For response collection, survey was distributed on 91mobiles’ site and social
channels
Notes:
1) In this report, respondent data from 2022 has been compared with respondent data from 2023, to analyse trends
2) For slides with more than one graph, each graph is set at its own scale

4. Trends in laptop ownership

5. HP
33.2%
Dell
23.1%
Lenovo
14.7%
ASUS
8.8%
Acer
5.5%
Apple
2.7%
Mi
1.5%
MSI
1.2%
Infinix
1.0%
Realme
0.9%
Avita
0.2% Other
7.0%
Laptop brands people own today
HP and Dell rule the market with ~60% people owning their devices
Breakup of laptop brands owned by people currently

6. HP
Acer
4.3%
5.5%
Mar 2022 Mar 2023
% of people owning Acer devices
32.0%
33.2%
Mar 2022 Mar 2023
% of people owning HP devices
Laptop brands that gained in ownership share
(From Mar 2022 to Mar 2023)

7. Mi
MSI
Laptop brands that gained in ownership share
(From Mar 2022 to Mar 2023)
0.4%
1.2%
Mar 2022 Mar 2023
% of people owning MSI devices
1.4% 1.5%
Mar 2022 Mar 2023
% of people owning Mi devices

8. Dell
Lenovo
Laptop brands that declined in ownership share
(From Mar 2022 to Mar 2023)
Apple
14.9% 14.7%
Mar 2022 Mar 2023
% of people owning Lenovo
devices
24.5%
23.1%
Mar 2022 Mar 2023
% of people owning Dell devices
4.3%
2.7%
Mar 2022 Mar 2023
% of people owning Apple
devices

9. Laptop brands people plan to buy next
HP and Dell will continue their dominance
Breakup of laptop brands people plan to buy next
HP
31.4%
Dell
23.9%
ASUS
13.9%
Lenovo
10.1%
Apple
9.1%
Acer
3.4%
MSI
2.0%
Mi
1.5%
Realme
1.2%
Infinix
1.0%
Avita
0.2%
Other
2.3%

10. Share*
*Refers to ownership share of laptop brands people own now and laptop brands they plan to buy in the future
Difference between laptop brands people plan to buy next and laptop
brands they own currently
6.4%
5.1%
0.8% 0.8% 0.7%
-1.8%
-4.6%
Apple ASUS MSI Dell Acer HP Lenovo
2022 2.7% 8.8% 1.2% 23.1% 5.5% 33.2% 14.7%
2023 9.1% 13.9% 2.0% 23.9% 6.2% 31.4% 10.1%
How ownership share of brands may change in the future
Apple will likely gain the most users, while Lenovo will lose the most

11. Brand loyalty / customer retention
Apple beats ASUS as the brand with the most loyal users
% of people likely to buy from the same laptop brand when they upgrade next
77.6%
64.0% 61.1% 59.2% 58.6%
48.4% 48.0%
36.9%
Apple ASUS HP Acer Dell Mi MSI Lenovo

12. How major brands will lose when users upgrade next
Dell users planning to
switch to
HP 16.3%
ASUS 8.6%
Lenovo 5.9%
HP users planning to
switch to
Apple 14.2%
Dell 8.2%
ASUS 6.5%
Apple users planning
to switch to
HP 5.2%
Dell 5.2%
ASUS 5.2%
ASUS users planning
to switch to
HP 11.8%
Apple 7.0%
Dell 4.8%
Acer users planning
to switch to
Dell 13.5%
Apple 7.7%
ASUS 7.2%
Lenovo users planning
to switch to
HP 20.8%
Dell 16.7%
ASUS 10.6%
Brand-wise % of people who wish to move to other brands from their current ones

13. Recap
o The brand with the highest share of users today: HP
o Brands with the highest increase in ownership share from Mar 2022 to Mar
2023: Acer, HP, MSI and Mi
o Brands with more than highest decrease in ownership share from Mar 2022 to
Mar 2023 : Lenovo, Dell and Apple
o Most preferred brand today with the highest number of users saying they want
to migrate to this brand when they upgrade next: HP
o The brands with the highest customer loyalty: Apple

14. How people decide on a new laptop

15. How many laptops do you have in your household?
Number of laptops per household
Just over 20% households have 2 or more laptops
1 laptop, 76.2%
2 laptops, 15.8%
More than 2
laptops, 8.0%

16. What's your primary use case for a laptop?
What people most use their laptops for
5 in 10 people said for professional work
6.9%
7.6%
33.8%
51.7%
Entertainment
Gaming
Education
Professional work

17. How often do you end up changing your laptop?
Laptop upgrade frequency
2 in 10 people will likely upgrade their laptops within 2 years
Within 2 years,
17.2%
2 to 4 years, 23.8%
More than 4 years,
58.9%

18. Younger people tend to upgrade their laptops more frequently
compared to other age groups
20.0%
30.7%
25.2%
14.8%
9.3%
Below 18 18 to 24 25 to 34 35 to 44 Above 44
% of people changing their laptops within 2 years across age groups

19. What is the main reason for you to buy a new laptop for yourself?
Reason to buy a new laptop
~35% people upgrade because they want to own the latest or a better laptop
13.9%
7.3%
15.9%
28.7%
34.2%
Other
Want to avail a good deal that I am getting on a
new laptop
Want an extra laptop for WFH / kids' education
My current laptop is no longer working as well
as it used to
Want to own the latest or a better laptop

20. How much time did you take to decide while buying your current laptop?
How much time people take to decide on a new laptop
39% people take 2 weeks or more to decide, while 26% take more than 4 weeks
Less than 1 week,
37.6%
1 to 2 weeks,
23.2%
2 to 4 weeks,
12.9%
More than 4
weeks, 26.3%

21. What is your primary source of information while deciding on a new laptop?
Primary source of information while deciding on a new laptop
25% watch video reviews on YouTube, while another 22% check gadget sites
15.0%
18.0%
20.1%
22.1%
24.8%
Ask friends and family members for
recommendations
Visit offline store(s) to check options
Check e-commerce websites
Check gadget websites (91mobiles,
MySmartPrice, GSMArena, etc.)
Watch video reviews on YouTube

22. How many expert reviews or videos do you consult before buying a new laptop?
Expert content pieces viewed by people before buying a new laptop
50% people view more than 3 reviews before buying a new laptop
1 to 2, 17.7%
2 to 3, 16.6%
More than 3,
50.0%
None, 15.7%

23. How many laptops do you compare before finalizing the one you want to buy?
Number of devices considered while buying a new laptop
More than 50% people compare 4 or more laptops
2 to 3, 36.5%
4 to 5, 25.4%
More than 5,
26.4%
None, 11.7%

24. Recap
o More than 40% people upgrade their laptops within 4 years
o More than 30% people buy a new laptop just for an upgrade
o 25% watch video reviews on YouTube, while another 22% check gadget sites
as their primary source of information for a new laptop
o 50% people view more than 3 reviews before buying a new laptop
o More than 50% people compare 4 or more laptops when deciding a new laptop

25. Aspects that matter most while purchasing a
new laptop

26. Which aspect do you consider the most important while purchasing a new laptop?
Aspects that matter most while buying a new laptop
Performance is the most important
Performance
76.1%
Battery
7.9%
Storage
6.0%
Form factor
and design
3.2%
Display
2.5%
Other
4.2%

27. 72.6%
8.2% 6.9%
3.3% 3.0%
6.0%
76.1%
7.9%
6.0%
3.2% 2.5% 4.3%
Performance Battery Storage Form factor &
Design
Display Other
Mar 2022 Mar 2023
More people said performance matters most while purchasing a
new laptop in 2023 compared to 2022
Which aspect do you consider the most important while purchasing a new laptop
2022 vs 2023?

28. Which of these factors is most important for you while evaluating the
performance of your next laptop?
What matters most while evaluating a laptop’s performance
Almost 70% people consider processor most important
Processor
66.3%
RAM capacity
15.3%
Graphics card
8.7%
Benchmark scores
6.6%
SSD
3.2%

29. 72.6%
8.2% 6.9%
3.3% 3.0%
76.1%
7.9%
6.0%
3.2% 2.5%
Processor Battery Storage Form factor & Design Display
Mar 2022 Mar 2023
Which of these factors is most important for you while evaluating the performance
of your next laptop 2022 vs 2023?
More people said processor & benchmark scores matter most while
evaluating the performance of a new laptop in 2023 compared to 2022

30. Which of these factors is most important for you while evaluating the
display of your next laptop?
What matters most while evaluating a laptop’s display
More than 40% people consider screen technology most important
Screen technology (IPS
LCD, AMOLED, etc.)
43.9%
Screen resolution
20.5%
Display size
19.8%
Refresh rate
15.8%

31. 41.8%
22.5% 21.6%
14.1%
43.9%
19.8% 20.5%
15.8%
Screen technology (IPS
LCD, AMOLED, etc.)
Display size Screen resolution Refresh rate
Mar 2022 Mar 2023
Which of these factors is most important for you while evaluating the display of
your next laptop 2022 vs 2023?
More people consider screen technology & refresh rate most important
while evaluating a laptop’s display in 2023 compared to 2022

32. Which of these laptop processor brands have you heard of?
28.1%
31.0%
39.6%
44.1%
84.6%
MediaTek
Qualcomm
Apple
AMD
Intel
Laptop processor brands people had heard of
Intel dominates with 8 in 10 people having heard of the chip maker

33. Which brand’s processor do you prefer in a laptop?
Intel
58.5%
AMD
11.5%
Apple
7.7%
Qualcomm
2.9%
MediaTek
1.7%
Doesn’t matter as long
as it’s a good laptop
17.6%
Preferred laptop processor brand
More than half the people prefer Intel-powered laptops

34. Which brand’s GPU do you prefer in a laptop?
Intel
54.5%
NVIDIA
28.3%
AMD
17.2%
Preferred laptop GPU brand
More than 50% people prefer Intel’s GPU in their laptop

35. Which of these new-age features do you most want in your next laptop?
Good webcam and
speaker quality
37.2%
Hybrid / convertible form factor
(ability to use the laptop as a tablet or
detach the screen)
27.1%
Biometric authentication
(fingerprint reader or
face scanner)
26.9%
Privacy shutter on webcam
8.9%
Most wanted features in a new laptop
Almost 4 in 10 people want good webcam and speaker quality

36. 37.6%
26.8% 26.0%
9.7%
37.2%
26.9% 27.1%
8.9%
Good webcam and
speaker quality
Biometric authentication
(fingerprint reader or face
scanner)
Hybrid / convertible form
factor (ability to use the
laptop as a tablet or
detach the screen)
Privacy shutter on
webcam
Mar 2022 Mar 2023
Which of these new-age features do you most want in your next laptop 2022 vs
2023?
More people want Hybrid / convertible form factor in their next
laptop in 2023 compared to 2022

37. Recap
o 8 in 10 people said performance matters most while buying a new laptop
o Almost 70% people consider processor as the most important factor while
evaluating a laptop’s performance
o More than 40% people consider screen technology as the most important
factor while evaluating a laptop’s display
o Almost 60% people prefer Intel-powered laptops

38. How people prefer to purchase a new laptop

39. Below ₹30,000
37.5%
Between ₹30,000
and ₹50,000
39.0%
Between
₹50,000 and
₹75,000
15.4%
Between ₹75,000 and
₹100,000
5.3%
More than ₹100,000
2.8%
How much did you pay for your current laptop?
Most popular price segments
24% people paid ₹50k or more for their current laptop

40. Most popular price segment for laptops 2022 vs 2023
More people are buying laptops priced ₹50k and higher, compared to 2022
37.5%
41.4%
14.4%
4.1%
2.6%
37.5%
39.0%
15.4%
5.3%
2.8%
Below ₹30,000 Between ₹30,000 and
₹50,000
Between ₹50,000 and
₹75,000
Between ₹75,000 and
₹100,000
More than ₹100,000
Mar 2022 Mar 2023

41. How would you pay for a new laptop?
Pay full amount
upfront
54.5%
Buy it on EMI
through bank credit /
debit card
28.0%
Buy it on EMI through
services like Bajaj
Finserv / ZestMoney
15.1%
Other
2.4%
Preferred mode of payment for a new laptop
5 in 10 people would pay full amount upfront

42. % of people that would prefer to buy a new phone on EMI through bank credit /
debit card
9.4%
22.7%
35.7%
19.9%
12.3%
Below 18 years 18 to 24 years 25 to 34 years 35 to 44 Above 44 years
People between 25 and 34 years are more likely to buy a new laptop
on EMI using a bank’s debit / credit card compared to other age groups

43. % of people that would prefer to buy a new phone through cardless EMI services
like Bajaj Finserv / Zestmoney
10.3%
26.6%
32.9%
21.0%
9.1%
Below 18 years 18 to 24 years 25 to 34 years 35 to 44 Above 44 years
People between 18 and 34 years are more likely to buy a new laptop
using cardless EMI services compared to other age groups

44. Where people would prefer to buy a new laptop if…
Online and offline
prices are the same
Online price is ₹1000
cheaper than offline
Offline price is ₹1000
cheaper than online
Online
34.1%
Offline
42.1%
Not sure
23.8%
Online
51.5%
Offline
27.0%
Not sure
21.5% Online
25.0%
Offline
49.5%
Not sure
25.4%

45. Recap
o 24% people paid ₹50k or more for their current laptop
o 5 in 10 people would pay full amount upfront, when buying a new laptop
o If offline and online prices are the same, 42% people would prefer to buy a
new laptop offline while 34% would prefer to buy online

46. Demographic trends

47. Laptop brands that are more popular among younger users
ASUS Apple
Mi
3.7%
4.5%
1.3%
2.6%
1.5%
Below 18 18 to 24 25 to 34 35 to 44 Above 44
% of people using Apple laptops across
age groups
3.7%
2.4%
0.6% 0.5% 0.4%
Below 18 18 to 24 25 to 34 35 to 44 Above 44
% of people using Mi laptops across age
groups
10.6%
13.2%
7.9%
3.9%
6.5%
Below 18 18 to 24 25 to 34 35 to 44 Above 44
% of people using ASUS laptops across
age groups
Realme
3.3%
0.9% 0.6%
0.3% 0.4%
Below 18 18 to 24 25 to 34 35 to 44 Above 44
% of people using Realme laptops
across age groups

48. Laptop brands that are more popular among older users
16.8%
20.9%
27.0%
24.7% 23.2%
Below 18 18 to 24 25 to 34 35 to 44 Above 44
% of people using Dell laptops across
age groups
8.4%
12.5%
14.4%
21.1%
17.5%
Below 18 18 to 24 25 to 34 35 to 44 Above 44
% of people using Lenovo laptops across
age groups
Dell Lenovo

49. Recap
o Laptop brands that are more popular among younger users: ASUS, Apple,
Mi and Realme
o Laptop brands that are more popular among older users: Dell and Lenovo