Laptops - Inadequate, Underused But Loved?

MORI Technology research highlights habits and preferences of today's portable PC user

Research from Toshiba, one of the world's largest PC manufacturers, has revealed that the majority of mobile computers suffer from under-use and under-performance, but are still adored by their users.

The research, carried out by MORI Technology, examines the trends in the laptop market from an end-user perspective, focusing on what users love and hate about their laptop. The research found that:

• Laptops are users' device of choice - nearly three fifths (59%) of laptop users would prefer a laptop over a mobile phone or a personal digital assistant if one device could satisfy all their technological needs
• Users don't make the most of their laptops - 62% of users state they don't use all the functions on a laptop that could be of use to them
• Laptops are simple to use - 95% of users are satisfied with the ease of use of their notebook
• Laptops don't last long enough - almost three fifths (59%) of users think that a disadvantage of laptops is that the battery does not last long enough
• A laptop isn't a users' only PC - 85% of notebook users also use a desktop PC

"The fact that mobile PC owners prefer to use their laptops than any other portable device is very encouraging for the notebook PC market, and adds fuel to the PDA Vs notebook debate, " said Con Mallon, general manager of Marketing at Toshiba computer systems division.

"It's also interesting to see that Toshiba has already addressed a number of 'downfalls' of the notebook highlighted the research. 20% of laptop users feel that too many wires and cables are a disadvantage of laptops but Bluetooth technology will end all of this. 30% of respondents said that the speed of their laptop is another disadvantage. Our eight hour battery option means a business user can effectively spend a whole day working away from the office, without the need to plug in and recharge."

The research also threw up some interesting statistics on where and when people use their notebooks. 62% of those who use their laptop at home use it in the lounge while 40% use it in the bedroom. Laptops also enable users to do more than one activity at the same time, with two fifths of those who use their laptop at home listening to music (62%), talking on the phone (59%) or talking to other household members (63%) while using their laptop. Users seem to be moving away from the 'head down, do not disturb' attitude of recent years.

"The education of today's users has also given us some food for thought" added Mallon. "It's understandable when you see that a nearly a third of users who do not use all the functions on their laptop don't have time to learn how to do so, or that they simply don't know how to use the technology. But a third of those who do not use all the functions on their laptop simply don't want to use all the technology they have. It seems impractical for somebody to spend up to 1633,000 on the latest mobile technology and then not care about getting the most out of it."

Despite this fact the majority of notebook users seem aware of their computers' main functions and capabilities, and are also experienced in using the latest technology on the market. 88% of users use Microsoft Word on their notebook, 72% use Microsoft Excel while 21% use it for listening to CDs and 28% for playing games. Nearly 90% of notebook users also use a mobile phone, while 40% use a PDA.

For a detailed copy of the Choose Freedom report please contact Bite Communications on 020-8741 1123.

Technical details

MORI Technology was commissioned by Toshiba to conduct a study among laptop users in Britain. 300 interviews were conducted by telephone between 17-30 August 2000. Data have been weighted to match known population profile.