Background:
Lenovo continues to steward the well-established IBM ThinkPad brand of mobile computers, extending its reach into both commercial and consumer markets. However, the market for home notebooks/laptops has faced headwinds in recent years as consumers continue migrating their personal activities to smartphones. Also, since many employees, especially information workers, continue working remotely, many employers have supplied them with work notebooks. This has contributed to the decline of overall active home notebook use and caused challenges for Lenovo.
Approach:
This one-time TUP data cut profiles active home computer users by those using Lenovo versus users of any other home computer brand. Including users’ intentions to refresh their PCs within specific time frames, we profile the age of PCs in active use, a comprehensive demographic profile of current customers, and usage levels in hours and breadth of activities. MetaFacts further identifies the activities conducted most often, including remote work status. Furthermore, we profile the AI attitudes and behaviors of Lenovo and non-Lenovo home computer users.
These results are based on the MetaFacts TUP/Technology User Profile 2024 datasets. Of these, 7,689 respondents represent online adults in the US, Germany, the UK, and Japan who actively use a home computer.
The TUP data cut features a set of standardized cross-tabulations from TUP/Technology User Profile 2024 in Excel format. It also includes a topline summary.
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