press release - 06-03-24

Rising Tides: Positive Trends Emerge in European PC Markets for 2024


London 6th March 2024 - Following a challenging dynamic across Europe’s PC markets last year, predictions show a positive trend for personal systems, according to latest insights by CONTEXT, the global market intelligence company.

“Consumer sales witnessed an uptick in certain countries toward the end of 2023, while the education sector fuelled the commercial segment, notably in Italy and Poland”, according to Marie-Christine Pygott, senior analyst at CONTEXT.

“For the first quarter of this year, our market insights predict a year-on-year (YoY) performance in unit sales of mobile computing devices between −2.5% and 7.1%. The first half of the year is expected to see improvements, driven largely by low base lines but also by local pockets of growth and a much improved inventory situation. It’s worth nothing that economic struggles in Germany may temper overall growth.”

The second half of 2024 holds promise, with expectations of reduced inflation leading to potential interest rate cuts in the Eurozone and the UK, according to CONTEXT.

“This could spur demand, addressing previously delayed purchases”, added Marie-Christine. “The commercial market is poised for new momentum with the inevitability of refresh cycles, expiring warranties, and the transition to Windows 11. The introduction of new technologies, including AI-based PCs, is anticipated to make waves toward the end of the year.”

Q1 2024 predictions for desktop computers indicate a growth range between −8.9% and 0.6% YoY. Despite the ongoing shift to mobile computing, the figures suggest a slight improvement in the first half, buoyed by regional pockets of growth such as public-sector tenders in Italy and Spain.

Amid prevailing economic challenges, the imperative for PC refresh cycles and the advent of cutting-edge technologies are expected to incrementally enhance conditions in 2024.


CONTEXT analytics, forecasts and data management solutions are embedded in the information systems of the world’s major technology companies. CONTEXT processes over $200 billion of sales transactions every year for the global ITC Channel, with a team of more than 400 staff operating worldwide from London, Berlin, Paris, Madrid, Milan, Warsaw, Johannesburg, Istanbul, Dubai, Chicago, Buenos Aires, Sao Paulo, Mumbai, Auckland, Singapore, Seoul, Taipei and Tokyo.




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