INDICATORS - Sales of desktop PCs

Context examines the average sales of desktop PCs in euros from January to July, in four European countries.

xt examines the average sales of desktop PCs in euros from January to July, in four European countries.
 UK
 PRICE BAND                 AVERAGE
                          SALES (%)
 Up to 1,000 euros              4.7
 1,000 to 1,250 euros          22.5
 1,250 to 1,500 euros          26.9
 1,500 to 1,750 euros          22.6
 1,750 to 2,000 euros          10.9
 2,000 to 2,250 euros           4.8
 more than 2,500 euros          7.7
 (C) CONTEXT RetailWatch 1998
 1 Euro = #0.71

In the UK, 70 per cent of PCs are sold in price bands ranging between 1,000 and 1,750 euros.

The 1,000-1,250 euro price band has been gaining ground since January.

The price band of 2,000-2,250 euros appears in the top five price bands only in the UK market, with an overall five per cent of sales in this period.

 Germany
 PRICE BAND                 AVERAGE
                          SALES (%)
 Up to 1,000 euros              7
 1,000 to 1,250 euros          13.5
 1,250 to 1,500 euros          30.1
 1,500 to 1,750 euros          26.2
 1,750 to 2,000 euros          12
 2,000 to 2,250 euros           5.3
 more than 2,500 euros          5.9
 (C) CONTEXT RetailWatch 1998
 1 euro = DM.997

In Germany, almost one third of sales in the corporate sector concentrate on the 1,250-1,500 euro price band, which is competing with the 1,500-1,750 euro price band.

The 1,750-2,500 euro price band has been growing in recent months.

 France
 PRICE BAND                 AVERAGE
                          SALES (%)
 Up to 1,000 euros              4.6
 1,000 to 1,250 euro           21.3
 1,250 to 1,500 euros          42.9
 1,500 to 1,750 euros          18.6
 1,750 to 2,000 euros           5.8
 2,000 to 2,250 euros           4
 more than 2,500 euros          2.7
 (C) CONTEXT RetailWatch 1998
 1 euro = FF6.69

The 1,250-1,500 euro price band in France accounts for 42 per cent of sales since January. However, it is gradually losing its dominance to the lower 1,000-1,250 euro price band, which in July claimed 35 per cent of PC sales.

The months of May and June in particular show a decrease in prices with the up to 1,000 euro price band claiming 11 per cent and 10 per cent of the desktop sales.

 Netherlands
 PRICE BAND                 AVERAGE
                          SALES (%)
 Up to 1,000 euros              8.6
 1,000 to 1,250 euro           20.9
 1,250 to 1,500 euros          22.4
 1,500 to 1,750 eurosh         24
 1,750 to 2,000 euros          13.2
 2,000 to 2,250 euros           4.8
 more than 2,500 euros          6
 (C) CONTEXT RetailWatch 1998
 1 Euro = Fl1.71

Almost a quarter of desktop PCs in the Netherlands have been sold since January in the 1,500-1,750 euro price band.

The 1,000-1,250 euro price band has been gaining importance and claiming more than 30 per cent of sales in May and June.