Rising component costs, AI-driven memory shortages, and market uncertainty are putting new pressure on PC pricing. For PC ecosystem partners, the central question is whether higher prices will lead consumers to abandon purchases—or simply change how, when, and where they buy.
Futurum Research’s latest study, commissioned by Microsoft, examines how 462 consumer PC buyers across North America, Europe, and Asia-Pacific say they would respond to 10%, 20%, and 30% price increases. The findings reveal a more resilient market than many demand models assume: most buyers remain addressable, even under significant price pressure.
In our latest market study, PC Pricing & Demand Under Pressure: How Consumers Will Actually Respond, Futurum Research explores how consumers adapt to higher PC prices through spec changes, purchase delays, promotional timing, and refurbished channels, rather than exiting the market entirely.
In this study, you will learn:
- Why PC demand may be more durable than traditional price-elasticity models suggest
- How buyers respond differently at 10%, 20%, and 30% price increases
- Which PC features consumers are most and least willing to sacrifice
- How regional buying behaviors differ across North America, Europe, and Asia-Pacific
- Why promotional timing and certified refurbished channels may be critical to retaining demand
If you are interested in learning more, be sure to download your copy of PC Pricing & Demand Under Pressure: How Consumers Will Actually Respond today.
Author Information
Olivier Blanchard is Research Director, Intelligent Devices. He covers edge semiconductors and intelligent AI-capable devices for Futurum. In addition to having co-authored several books about digital transformation and AI with Futurum Group CEO Daniel Newman, Blanchard brings considerable experience demystifying new and emerging technologies, advising clients on how best to future-proof their organizations, and helping maximize the positive impacts of technology disruption while mitigating their potentially negative effects. Follow his extended analysis on X and LinkedIn.
Chad Huston
Chad Huston is Senior Director of Data and Forecasting at Futurum. He leads quantitative research across 11 practice areas, building market-sizing, share, and forecast models and running Decision Maker surveys that capture enterprise buyer intent for AI infrastructure, semiconductors, cybersecurity, networking, and the broader enterprise technology stack. Chad pairs rigorous primary research with frontier AI models embedded across the full research workflow, an approach he believes is rapidly widening the gap between modern market intelligence and traditional research firms. In addition to Futurum's published research, he supports custom consulting engagements for clients building or repositioning around AI.
