Notebook Penetration – Now in the Middle of Mobility
Notebooks have continued their long march into widespread use, fueled by the desire to get things done regardless of location. The years-long drive towards mobility continues. However, users have shown that notebooks are not their only choice to support their mobility fix. Even while notebooks have continued to be made thinner, lighter, faster, and less expensive, users have adopted other mobile devices. Smartphones have reached around 85% of online adults in the US, Germany, and the UK, surpassing notebook penetration.
Users have not embraced smartphones as a full substitute for notebooks, preferring certain activities using their notebooks or desktops. However, over the last five years, users have migrated many of their regular PC activities to smartphones, one by one and unceasingly.
Nor have users adopted tablets as notebook substitutes. Several years ago, tablets posed a growing challenge, although they have since seen reduced active market penetration. Part of this decline has been due to users choosing to use fewer devices to simplify their lives. Another dampening factor has been by carriers giving less attention to tablets. Since most users choose tablets connected through Wi-Fi over built-in cellular connections (with additional subscriptions), carriers are less interested in promoting them.