EMEA PC Market Recorded Sustained Growth at 10.5% in 3Q10, With Continued Strength in Central Eastern Europe, Says IDC

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

IDC News Release, 10/22/10

The PC market in Europe, the Middle East, and Africa maintained positive trends in the back-to-school season, but growth softened from the strong double-digits recorded in the first half of the year. EMEA PC shipments grew by 10.5% year on year in 3Q10, reaching a total of 27.8 million PCs during the quarter, with softer than expected growth in Western Europe, while demand across the CEE region again outpaced expectations and drove the region from a growth perspective.

After robust trends in 1H10, growth in Western Europe slowed to single-digits, with shipment levels recording a flat 0.5% growth year on year. The deceleration was directly impacted by weaker than expected mini notebook demand, which led to a 25% drop in shipment levels. Demand for netbooks had already started to slow down in prior quarters, but the arrival of new media tablets contributed to shifting interest further away and accelerated the trend. However, the market continued to benefit from sustained mainstream notebook renewals during the back-to-school season, albeit at a more moderate rate of 10.1%, constrained by high sell-in levels in the second quarter.

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