Fall in ASPs allows ultrabooks to exert grip on UK market

Channel sales of lightweight devices to overtake those of traditional notebooks within a year, predicts Context

A drop in average selling prices (ASPs) allowed ultrabooks to begin to assert their influence on the UK notebook market last month, according to figures from Context.

Unit sales of 13.3" ultrabooks grew almost sixfold in the UK during August, set against a 12 per cent decline in sales of other notebooks of the same size. The surge in uptake was spurred by a 21 per cent decline in ASPs, claimed Context.

The analyst notes that, in January, 13.3" ultrabooks being sold through the channel were priced 28 per cent higher than their notebook counterparts. During 2012's opening month, ultrabooks accounted for just five per cent of sales in the category, but this figure has now risen to 27 per cent.

The slimline devices are proving particularly popular with enterprises, with Context pointing out that two thirds of sales last month were to businesses.

Senthuran Premakumar, enterprise analyst at the market watcher, said: "I expect sales of ultrabooks to overtake all other notebooks by mid-next year. While we anticipate the use of iPads and other tablets to grow in corporate environments, we expect ultrabooks to slowly but surely replace laptops as they are increasingly proving to be the perfect business companion: affordable, lightweight, fast and portable."