New data from Worldpanel ComTech reveals nearly one in four Australian laptop owners are planning to upgrade their devices within the next twelve months - a shift driven in part by changes to operating system support, such as the upcoming end of support for Windows 10 in October 2025. While many users intend to remain with the same operating system, a notable portion is considering switching platforms, with MacBooks and Chromebooks gaining traction as potential alternatives.
This evolving landscape presents challenges and opportunities for device manufacturers and software platforms alike. Notably, users of certain brands show a stronger inclination to explore alternative operating systems, which could lead to increased churn.
Economic factors are also shaping consumer behaviour. Among those planning to upgrade, nearly a third expect to reduce their tech spending, a significantly higher percentage than those not planning to make a laptop purchase. This indicates that affordability will be key in winning over prospective buyers. Devices that combine competitive pricing with practical, everyday features are likely to stand out.
For many consumers, price has become the primary driver of their decision-making process. In fact, promotional offers and cost considerations now outweigh specific hardware features for a large portion of Windows and Chrome OS buyers. Brands with a strong track record of offering value through deals and discounts have seen greater success in attracting cost-conscious consumers.
On the other hand, MacBook buyers tend to prioritise seamless cross-device connectivity. Most already own multiple Apple products, reinforcing the importance of a unified ecosystem and a smooth user experience.
Despite the industry buzz around AI-powered PCs, this innovation has yet to gain widespread interest among mainstream consumers. Currently, AI features are mainly influencing high-end buyers spending over A$2,500. However, with major players in the tech space investing heavily in AI, there is anticipation that this could become a significant driver of hardware upgrades in the near future.
The next twelve months will be pivotal in shaping the future of the laptop market, as consumers navigate evolving tech needs, budget constraints, and the lure of smarter, more integrated devices.