Gartner Research

Changing Buyer Behavior Could Drive Profitable PC Sales Despite Rising Costs for Manufacturers

Published: 01 May 2017

ID: G00328486

Analyst(s): Meike Escherich , Andrew Neff


2017 will be a year of significant ASP increases in the PC space. Component shortages, currency fluctuations and changing buyer preferences all play a role. Technology product management leaders need to plan for a year of flat unit growth, but increased revenue.

Table Of Contents
  • Impacts


Impacts and Recommendations

  • Exchange rate fluctuations in 2016 pressured PC vendor margins, forcing technology product management leaders to increase prices in key regions in Western Europe, Russia, Brazil and Japan
  • Ongoing component shortages in 2017, especially for memory, will drive manufacturing costs even higher, requiring technology product management leaders to manage a portfolio shift to less price-sensitive configurations
  • Buyer behavior, especially in mature markets, is moving to focus on experience and functionality over price, indicating remaining opportunities for technology product management leaders looking for profit despite rising costs

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Purchase this Document

To purchase this document, you will need to register or sign in above

Become a client

Learn how to access this content as a Gartner client.