Sorry, Lenovo. Among personal computer manufacturers, Apple is the best positioned to capitalize on China’s economic boom, according to survey results released this week by Morgan Stanley. Currently, 31% of Chinese PC owners have a Lenovo, but only 23% plan to buy another. By contrast, just 5% currently own Apple’s, but 21% hope to buy one. The findings follow a report published by IDC this summer, which concluded that China had overtaken the U.S. as the world's top consumer of PCs.
Summarizing the results of a proprietary Alphawise survey of 1,553 consumers in 16 Chinese cities, Morgan Stanley's Katy Huberty reports that Chinese consumers currently spend an average of $600 for their computers. “Same as Americans,” notes Forbes. Meanwhile, half plan to buy a new computer within the next two years, and they expect to spend 6% more for it. What’s more, they rate Apple as the most desirable PC brand, well ahead of other international and domestic PC makers -- including Beijing-based Lenovo.
Alas, only 7% of Chinese consumers say they are willing to spend more than $1,000 for a computer -- but as the Chinese consumers grow more affluent, according Huberty, that should change.