Shipments in the global Chromebook product market are expected to return to pre-pandemic levels in 2023. Mature markets such as the United States and emerging markets such as India and Indonesia will play a key role, primarily due to a small number of education tenders to promote shipments, and this rebound can be expected to continue based on future demand in mature and emerging markets. Global shipments of Chromebook products are estimated to reach 15.9 million units in 2023, an annual increase of approximately 8.2%.
In terms of regional markets, apart from Japan and Europe, the United States is the largest market for Chromebook products, accounting for 90% of the world’s demand for Chromebooks. Supported by a bailout bill proposed by the U.S. government and the developmental policy of the U.S. education market, lower-priced distance learning tools such as educational laptops, entry-level laptops, and tablet computers are gradually forming a bastion of Inelastic Demand.
Emerging markets such as India and Indonesia may become new blue oceans for Chromebooks
It is worth noting that the PC industry looks to emerging markets such as India and Indonesia. Relying on a huge demographic dividend, these countries may become another blue ocean market for Chromebooks after the United States, Japan, and Europe. However, TrendForce believes that emerging markets such as India and Indonesia are currently suffering from rising inflation coupled with economic headwinds such as currency depreciation pressure. Chromebooks, which are relatively inexpensive in mature markets, may hold little allure for the Indian and Indonesian education markets, as white-label tablet products will put competitive pressure on Chromebooks at lower prices. In addition, whether procurement policies for distance learning tools in emerging markets such as “Digital India” can be effective depends on the priority of emerging market governments for budgeting projects. At present, such markets have placed more urgency on improving the quality of infrastructure while education tenders may be sidelined.