Microsoft Surface is the Only Apple Competitor in the PC Market

A bold statement to make, right? Especially when you look at the latest PC market share numbers, and Microsoft Surface is nowhere to be seen. Yet, the Microsoft Surface brand’s mindshare has been growing among Millennials and Early Tech Adopters.

In October 2017 we, at Creative Strategies, asked a panel of 1300 US consumers about their personal and work preferences in both PC brand and workflow habits. We were eager to understand how users feel about specific PCs they are given at work as well as what tools and apps they value.

First things first, the industry has been talking about the death of the PC for years. Yet, especially for productivity, we are still very much bound to our notebooks. So it is no surprise that when it comes to working on a report, presentation or other projects, 81% of Americans we interviewed said they use a notebook/desktop as their primary device. Millennials too prefer a notebook or a desktop (74%), but they are the group most open (14%) to using whatever device they have at the time and often using their smartphones (or tablet) and their notebook/desktop together. This reflects how Millennials (37%) have embraced the cloud, which is a core enabler of multi-device workflows. Along with Early Tech Adopters (44%) and Early Mainstream (39%), Millennials see the benefit of the cloud precisely in the ability to access content from any device they choose.

2in1s or hybrid computers are certainly growing in popularity. Twenty-one percent of American consumers have already replaced their laptop with a Surface Pro or an iPad Pro. Another 17% is interested in making the switch to a Surface Pro and 14% to an iPad Pro. While both these families of devices support pen/pencil input, this input tool does not play a role in the purchasing decision process for 31% of consumers.

Dear Employer, the Tools You Provide Reflect on Your Company

“Bring your own device” is a trend that impacted enterprises across many countries, but while the direct impact might have remained mostly contained to the mobile space, the indirect effect on employees’ expectations when it comes to technology has been more extensive.

Early Tech Adopters looking for a job would pass on an opportunity if the position did not offer flexible hours (60%) and if they could not choose the type of computer they would use (32%). For users of Apple products in the enterprise, the need to pick their own PC climbs to 40%.

When asked to pick their PC of choice Early Tech Adopters have a strong preference for Microsoft Surface (52%) over everybody else, including Apple (38%) while Millennials and mainstream consumers see these two brands being equal.

People firmly believe that the technology employers provide you with shows how much they care about the work their employees produce (29%) as well as how much they actually care about their employees themselves (28%). Millennials feel even more strongly about it with 13% going as far as saying that it shows “how cheap they are when it comes to anything to do with employees.”

Microsoft Surface winning over Early Tech Adopters

Despite the fact that most of Microsoft Surface’s sales are in the enterprise market, consumers are very familiar with the brand with only 10% of consumers not being familiar at all with the devices. Consumers who are very familiar with the name think that Microsoft Surface products are the best products with Windows software on them (21%) and this is precisely because hardware and software are optimized for each other (18%). Another 16% of consumers feel that although they are good products they are too expensive.

The main differentiation against other Windows 10 devices rests in the hardware quality (36%). For some consumers (18%), the fact that Microsoft makes Surface products is a key differentiator, and for current Apple owners (36%) Surface products run the best implementation of Windows 10.

When it comes to comparing Microsoft Surface to Apple products the key differentiator rests in the operating system Surface products run (43%). Current Surface users, in both personal and work, see the key differentiator being the touch and pen support (27%).

Microsoft has been talking a lot lately about creativity being the new productivity, and the good news for Surface is that early adopters see Microsoft Surface as the brand that empowers them to be both productive (49%) and creative (48%). Interestingly, Millennials continue to see Apple as the brand that empowers them to be creative (45%). I am sure that such belief comes partly from the strong integration with the iPhone and the range of apps that seamlessly work across iOS and MacOS. Apps availability is something that Microsoft needs to continue to address, especially for devices like the Surface Laptop that ships with Windows 10 S as the default OS.

Apple remains the Market Leader in Consumers’ Minds

When we asked consumers who they see as the leading notebook/laptop brand in the market, the answer came across loud and clear: Apple. Forty-six percent of American consumers chose Apple as the leading brand in notebooks, although interestingly Mainstream and Millennials were stronger segments than Early Tech Adopters and Early Mainstream, categories that I am sure Apple is hoping to excite again with the upcoming iMac Pro.

When we asked consumers why they picked Apple, it was mostly because “everybody seems to have one of their notebooks” (21%) and because “they have always been the most aspirational brand” (20%). Another 21% were split between an OS preference and that their products “just work.” Interestingly, to my earlier point of strong ties with the iPhone, 17% of people of picked Apple mention that as a driving reason.

There is also no doubt that in consumers’ minds the only brand able to compete with Apple is Microsoft Surface, especially among Early Tech Adopters (32%) and Millennials (28%). When we asked who chose the Microsoft Surface brand why they did, 22% said it was because it is the only brand able to compete with Apple and another 21% simply said they are leaders because they are their preferred brand. Nineteen percent also believes that Microsoft Surface products offer the best implementation of Office on Windows 10.

So, the moral of the study is that while overall sales might not ring any alarm bells for other PC manufacturers, Microsoft Surface quietly established itself as the most aspirational brand in the Windows ecosystem as well as the only brand able to compete with Apple. This might not translate straight away in an impact on sales, but it is likely to impact positioning and pricing on the higher end of the market where all PC vendors have been focusing more as of late.

 

NOTE: In this article, Millennials refer to the age group between 18 and 35 years old. The Label of Early Tech Adopters relates to panelists who self-selected the following description: “I’m pretty tech savvy. Friends and family usually come to me for tech related questions/issues” and “I tend to be the first person in my peer group to buy new tech/gadgets. I consider myself an early adopter.”

 

 

Published by

Carolina Milanesi

Carolina is a Principal Analyst at Creative Strategies, Inc, a market intelligence and strategy consulting firm based in Silicon Valley and recognized as one of the premier sources of quantitative and qualitative research and insights in tech. At Creative Strategies, Carolina focuses on consumer tech across the board. From hardware to services, she analyzes today to help predict and shape tomorrow. In her prior role as Chief of Research at Kantar Worldpanel ComTech, she drove thought leadership research by marrying her deep understanding of global market dynamics with the wealth of data coming from ComTech’s longitudinal studies on smartphones and tablets. Prior to her ComTech role, Carolina spent 14 years at Gartner, most recently as their Consumer Devices Research VP and Agenda Manager. In this role, she led the forecast and market share teams on smartphones, tablets, and PCs. She spent most of her time advising clients from VC firms, to technology providers, to traditional enterprise clients. Carolina is often quoted as an industry expert and commentator in publications such as The Financial Times, Bloomberg, The New York Times and The Wall Street Journal. She regularly appears on BBC, Bloomberg TV, Fox, NBC News and other networks. Her Twitter account was recently listed in the “101 accounts to follow to make Twitter more interesting” by Wired Italy.

204 thoughts on “Microsoft Surface is the Only Apple Competitor in the PC Market”

  1. Howdy I am so grateful I found your webpage, I really found you by accident, while I was searching on Google for something else, Nonetheless I am here now and would just like to say thanks for a fantastic post and a all round thrilling blog (I also love the theme/design), I don’t have time to read it all at the minute but I have book-marked it and also added in your RSS feeds, so when I have time I will be back to read a great deal more, Please do keep up the fantastic job.

  2. At the time I found myself listening to plenty of my friend’stroubles (their marital issues, dissatisfaction with their workplace, their health issues, and many others) which added to my very own life stressors.

  3. Very nice post. I just stumbled upon your blog and wanted to saythat I’ve really enjoyed surfing around your blog posts.In any case I’ll be subscribing to your rss feed and I hope you writeagain very soon!

  4. An attention-grabbing discussion is worth comment. I think that you should write more on this topic, it may not be a taboo topic however usually persons are not enough to talk on such topics. To the next. Cheers

  5. Thanks for some other magnificent article.Where else may anybody get that type of info in such an ideal approach of writing?I have a presentation next week, and I’m on the search for such info.

  6. Hi there, just became alert to your blog through Google, and found that it’s really informative. I’m gonna watch out for brussels. I’ll appreciate if you continue this in future. Lots of people will be benefited from your writing. Cheers!

  7. I’m really enjoying the design and layout of your blog.It’s a very easy on the eyes which makes it much more enjoyable for me to come here and visitmore often. Did you hire out a developer to create your theme?Excellent work!

  8. I¡¦m now not positive where you’re getting your info, however great topic. I needs to spend a while learning more or figuring out more. Thank you for great information I was in search of this info for my mission.

  9. Aw, this was an exceptionally nice post. Finding the time and actual effort to make a top notch articleÖ but what can I sayÖ I procrastinate a lot and don’t seem to get nearly anything done.

  10. I blog often and I really appreciate your information. This great article has truly peaked my interest. I will bookmark your blog and keep checking for new information about once a week. I opted in for your RSS feed too.

  11. I like the helpful info you provide in your articles.I will bookmark your blog and check again here frequently.I’m quite certain I’ll learn plenty of new stuff right here!Good luck for the next!

  12. Hey There. I found your blog using msn. This is an extremely well written article. I will make sure to bookmark it and come back to read more of your useful information. Thanks for the post. I’ll definitely return.

  13. I do agree with all of the ideas you have offered to your post.They’re very convincing and will definitely work.Still, the posts are too short for newbies.May you please lengthen them a bit from next time? Thanks for the post.

  14. You know all those people who referee recreation sports, but also low enough to where you can get out of the hand cheaply when re-raised. Do your research, free old slot games indeed. With Apple Pay, to conclude that gambling is good stewardship of the money with which God has entrusted a person. Never be rude or disrespectful to people doing a job that is probably not all that fun and not very well paid, I don’t suspect the virtual reality casino will be replacing traditional casinos just yet. Like other online slots, Bitcoin versions are available in a variety of formats and styles and boast a host of features to improve the player experience. However, which poker game should you download on your Android smartphone or tablet. Hot Pepper Newspaper is a Liberian investigative paper that informs,educate and entertain people all around the world. Professionalism is our hallmark.
    https://myeasybookmarks.com/story656389/bingo-clash-online
    Be aware that AllGemCasinos is being operated by an independent collective, therefore all the content published on this website has no authority. Our experts only share personal experience with selected online casinos and their relevant services. AllGemCasinos is not an online casino operator nor a provider of online gambling in any form. #ad New customers only. 20 Free Spins on Magic Oak by Habanero. Bonus Code: MAGIC20. Wager: Free. Max Cashout: 50 EUR. Bonus must be claimed from player account. Full T&Cs apply. BeGambleAware. 4KingsSlots Casino is fully regulated with a casino license from the Curaçao government. All data that passes through the site is fully encrypted and protected through VeriSign Secure Socket Layer (SSL) technology. The games in this casino are not only from some of the most reputable brands out there, but they use Random Number Generator (RNG) technology to ensure fair payouts.

  15. Aw, this was an incredibly nice post. Taking the time and actual effort to make a superb articleÖ but what can I sayÖ I put things off a lot and never manage to get nearly anything done.

  16. Thanks for a marvelous posting! I actually enjoye reading it, youu will be a great author.I will make certain to bookmark your blog and will coe backlater on. I want to encourage you to continue your great writing, have a nice afternoon!

  17. Thanks, I’ve just been looking for info approximately this subject for a while and yours is the greatest I have found out so far. However, what about the bottom line? Are you certain in regards to the source?

  18. Heya i am for the primary time here. I found this board and I in finding It really helpful & it helped me out much.I hope to present something again and help others like you aided me.

  19. A fascinating discussion is worth comment. I do think that you ought to publish more on this subject matter, it might not be a taboo subject but usually people do not discuss such topics. To the next! All the best!! Amil Nicolais Gibby

  20. Абузоустойчивый VPS
    Виртуальные серверы VPS/VDS: Путь к Успешному Бизнесу

    В мире современных технологий и онлайн-бизнеса важно иметь надежную инфраструктуру для развития проектов и обеспечения безопасности данных. В этой статье мы рассмотрим, почему виртуальные серверы VPS/VDS, предлагаемые по стартовой цене всего 13 рублей, являются ключом к успеху в современном бизнесе

  21. Aw, this was a really nice post. Taking the time and actual effort to make a great articleÖ but what can I sayÖ I hesitate a lot and don’t seem to get nearly anything done.

  22. VPS SERVER
    Высокоскоростной доступ в Интернет: до 1000 Мбит/с
    Скорость подключения к Интернету — еще один важный фактор для успеха вашего проекта. Наши VPS/VDS-серверы, адаптированные как под Windows, так и под Linux, обеспечивают доступ в Интернет со скоростью до 1000 Мбит/с, что гарантирует быструю загрузку веб-страниц и высокую производительность онлайн-приложений на обеих операционных системах.

  23. https://medium.com/@ChristiaCa79058/бесплатный-сервер-ubuntu-с-мгновенной-активацией-263ba993aaba
    VPS SERVER
    Высокоскоростной доступ в Интернет: до 1000 Мбит/с
    Скорость подключения к Интернету — еще один важный фактор для успеха вашего проекта. Наши VPS/VDS-серверы, адаптированные как под Windows, так и под Linux, обеспечивают доступ в Интернет со скоростью до 1000 Мбит/с, что гарантирует быструю загрузку веб-страниц и высокую производительность онлайн-приложений на обеих операционных системах.

  24. Simply wish to say your article is as amazing. The clarity in your post is just great and i could
    assume you are an expert on this subject. Fine with your permission let me to grab your RSS feed to keep
    up to date with forthcoming post. Thanks a million and please continue the gratifying
    work.

  25. Each game you play at a casino has a statistical probability against you winning, which makes gambling an inadequate option for those looking to boost their income. While the house advantage varies for each game, it ultimately helps ensure that the casino won’t lose money over time. While gambling can be entertaining, it’s in your best financial interest not to place bets. While it is technically possible to play for a mere 1p at online penny slots, most casino players will spin for a bit more. Penny slots work on a system of lines, with each line afforded its own stake. Therefore, if you wish to spin a single line for a single penny, you can do, but you’ll experience a fraction of the overall capability of the slot machine and may receive very limited payouts.
    https://spencerayqn788888.eedblog.com/22493612/wheel-of-fortune-slots-real-money
    Yes, playing free games online is considered to be relatively safe as many games do not require players to signup or register, or download software. We do suggest, however, that you take precautions and be wary of websites asking for random details or containing viruses. All recommended casinos on Online Gambling have been vetted through our solid review process to offer players a safe environment to enjoy free casino games. Casino Frenzy is a bit typical when compared to other casino games. It features a combination of slots and video poker. Like many, it boasts new slots and video poker games frequently. It also tries to sell you by writing that you’ll get huge wins in all capital letters. There are some things to like about it, though. It also includes hourly bonuses. That’s more frequent than most casino games. That’s more often than most. It can be buggy at times. However, those issues tend not to last too long. It’s pretty decent.

  26. SightCare is a powerful formula that supports healthy eyes the natural way. It is specifically designed for both men and women who are suffering from poor eyesight.

  27. Quietum Plus is a 100% natural supplement designed to address ear ringing and other hearing issues. This formula uses only the best in class and natural ingredients to achieve desired results.

  28. GlucoTrust 75% off for sale. GlucoTrust is a dietary supplement that has been designed to support healthy blood sugar levels and promote weight loss in a natural way.

  29. SightCare is a powerful formula that supports healthy eyes the natural way. It is specifically designed for both men and women who are suffering from poor eyesight.

  30. PuraVive is a natural supplement that supports weight loss naturally. The supplement is created using the secrets of weight loss straight from Hollywood.

  31. Cortexi – $49/bottle price official website. Cortexi is a natural formulas to support healthy hearing and mental sharpness well into your golden years.

  32. Thanks for your post. I would like to comment that the very first thing you will need to do is determine whether you really need credit improvement. To do that you must get your hands on a duplicate of your credit profile. That should not be difficult, ever since the government mandates that you are allowed to be issued one cost-free copy of your own credit report on a yearly basis. You just have to consult the right people today. You can either browse the website with the Federal Trade Commission as well as contact one of the major credit agencies straight.

Leave a Reply

Your email address will not be published. Required fields are marked *