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Tablets continued to gain popularity and provided a high positive growth in 2014. These products were mainly purchased by late adopters, Swedes who wanted to update their previous tablet and parents who bought them for young children as entertainment devices, through the introduction of more low- to mid-priced products. The growth of tablets also kept the purchase of laptops and desktops at bay, and netbooks are not seen as a competitive product anymore.Consumer demand for portable internet surfing and entertainment solutions drove volume sales growth for tablets and other portable computers in 2013. This growth had a negative impact on retail volumes for desktops but also for low specification laptops and netbooks.Apple AB led computers sales in 2012 with a retail volume market share of 34%. The company's leadership position in 2012 was linked to the strong performance of its iPad and MacBook brands. The strong sales performance of its iPad brand was linked to the brand's position at the forefront of the development of tablets. Tablets appealed to high consumer demand for convenient and portable computer solutions, a trend the iPad benefited strongly from. The performance seen by Apple was also linked to the company's strong branding. Consumers proved willing to pay a premium for Apple products as the brand is perceived as synonymous with high quality, performance and reliability. Furthermore, the company benefitted from the fact that it was seen as fashionable to own Apple products. Accordingly, Apple AB saw the biggest increase in computer volume sales, increasing its share by nine percentage points in 2012.In terms of retail volume sales, tablets is predicted to overtake laptops as the dominant category in portable computers over the forecast period. This will be driven primarily by the growing availability and accessibility of data networks, the expansion of consumer-oriented cloud computing services, and declining unit prices.For more information on the "Computers and Peripherals in Sweden" market analysis, see the latest research: Computers and Peripherals in SwedenFollow us on Twitter @CandMResearch
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Copyright Newstex Jun 9, 2015
