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Publication date: 04 Sep 2023

Southern Africa's Personal Computing Device Market Declines as Consumer Demand Falters


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Johannesburg – Southern Africa's personal computing device (PCD) market, which is made up of desktops, notebooks, workstations, and tablets, declined 21.4% year on year in the first half of 2023, according to the latest industry analysis conducted by the global technology research and consulting firm International Data Corporation (IDC). The firm's newly updated Worldwide Quarterly PCD Tracker shows that shipments across the region totaled 1.1 million units in H1 2023.

"There was a general slowdown in shipments as consumer demand fell due to economic factors such as rising interest rates, food inflation, fuel prices, and load shedding, all of which negatively impacted end-user disposable income," says Grace Munyi, research analyst at IDC.

The tablet market experienced the highest pressure in the first half of the year, with shipments declining 31.5% year on year. This was followed by the notebook segment, where shipments were down 17.8% over the same period. Desktops and workstations recorded modest declines of 7% each.

From a product category perspective, HP Inc. maintained its leading position in the PC segment with 26.1% share, up 2.3 percentage points on H1 2022. Dell Technologies followed with 18.9% share, pushing Lenovo down into third place with 17.8% share. Rounding out the top four, Asus saw its share increase year on year to 15.0%.

Southern Africa Top 4 PC Vendors, H1 2022 vs. H1 2023 – Market Share (Units)



H1 2023

Market Share

H1 2022

Market Share

HP Inc.



Dell Technologies















Source: IDC Worldwide Quarterly PCD Tracker, August 2023 

In the tablet category, Samsung continued to lead the way. TCL claimed the second place formerly held by Lenovo, while Apple followed in third.

For more information, please contact Sheila Manek at  or on +971 4 446 3154.

About IDC

International Data Corporation (IDC) is the premier global provider of market intelligence, advisory services, and events for the information technology, telecommunications, and consumer technology markets. With more than 1,300 analysts worldwide, IDC offers global, regional, and local expertise on technology, IT benchmarking and sourcing, and industry opportunities and trends in over 110 countries. IDC's analysis and insight helps IT professionals, business executives, and the investment community to make fact-based technology decisions and to achieve their key business objectives. Founded in 1964, IDC is a wholly owned subsidiary of International Data Group (IDG), the world's leading tech media, data, and marketing services company. To learn more about IDC, please visit Follow IDC on Twitter at @IDC and LinkedIn. Subscribe to the IDC Blog for industry news and insights.

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