IDC and Gartner have come out with their latest Q3 rankings of the world’s PC manufacturers, which means it’s time for us to do some dissecting. Not much changed at the top of the heap, where, according to IDC, HP still rules the roost with about 18 percent market share (despite that whole PC biz spinoff thing). But the most dramatic shift came from Lenovo, which scurried past Dell for second place, with 13.7 percent market share (13.5, according to Gartner) — a 36.1 percent jump from the third quarter of 2010 (25.2 percent, says Gartner). Dell’s pie slice, on the other hand, shrunk slightly to 12 percent this quarter, down from 12.6 percent last year. On the global scale, meanwhile, PC sales increased by about 3.6 percent compared to Q3 2010 (3.2 percent, in Gartner’s books), though both research firms acknowledged that this figure was well below their respective projections. Why? IDC points to several economic factors, including the threat of a double-dip recession, while Gartner blames the rise of “non-PC devices,” including tablets. Surprise!

Continue reading IDC and Gartner: Lenovo leaps past Dell for second place, still trails HP for the gold

IDC and Gartner: Lenovo leaps past Dell for second place, still trails HP for the gold originally appeared on Engadget on Mon, 17 Oct 2011 07:37:00 EDT. Please see our terms for use of feeds.

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The Scion brand was among the first “alternative” automotive youth brands in the US.   Highest-ever monthly sales were 19,252 units in August 2006, but Scion may have lost its soul since.  In 2010 (before any earthquake-related shortages), sales averaged 3,800 units a month.  Compete assessed key drivers of Scion sales (shoppers and conversion) to help reveal the drivers of Scion’s off-pace results, and fielded a survey on consumer perceptions of Scion.

Missing the Shopper Recovery

The number of unique Scion shoppers at the brand level has trended down over the past 30 months.  (Unique means shoppers of more than one Scion model are counted only once at the brand level).  Fewer shoppers in 2009 could be related to the recession, which impacted everyone.  Through the first half of 2009, Scion’s Share of Market Interest (SMI) was fairly steady, meaning its shopper volumes tracked with the market.  But as market shopper volume has recovered since then, Scion’s has not: its SMI was near a period low in June 2011.  Keep in mind that vehicle shortages impact sales, not shopping.

Scion More Quirky than Youthful?

To shed light on possible reasons for Scion’s SMI decline, Compete fielded a digital general population survey in June on consumer perceptions of the brand.  Over 60% felt they did not know enough about Scion to have an opinion.  Of the 39% that offered an opinion, “quirky” and “economical” led results.  In a recession, “economical” would seem to help shopping and sales; perhaps “quirky” is overpowering “economical.” “Youthful” was a distant third, potentially leaving Scion with a market hinging on quirky but economical products not quite geared toward younger buyers.

Scion Soul in Context

Kia’s Soul was one of the models that followed in Scion’s footsteps.   It has distinctive styling in the boxy genre and a low base price, and its advertising has argualbly been youth-oriented.  For context, Compete compared shopper volume for Soul against Scion overall.  The volumes are surprisingly similar (meaning that Soul alone has about the same number of shoppers as Scion overall).   The strength of Soul may mean that some would-be Scion shoppers instead shopped Soul, or may have shopped Soul in addition to Scion.

Showdown in the Showroom

Despite similar shopper volumes, Soul monthly sales have averaged 37% higher than Scion’s, and have exceed 10,000 units in each of the past four months; Scion averaged 4,850 in the same period.   So while Scion and Soul each had the same potential for sales, Kia has been more effective at converting Soul shoppers into Soul buyers.  Soul conversion has better Scion’s in all months but one since February 2010.

Scion Redemption

The good news is that Scion today has the potential to sell more vehicles, based on current shopper volumes (or souls).  The bad news is that it has lost shoppers over time in absolute terms and relative to the market, and its ability to convert shoppers into buyers trails potential rivals, like Soul.

Of course there’s more to the story.  Logical next steps Scion can investigate to restore sales include the following.  These same steps can be used by others looking to launch Scion-compatible products to better understand Scion’s trajectory to date:

  • Understand why the market’s shopper growth is not reaching Scion
    • Ad effectiveness: Compare SMI to share of voice: coincident drops in both may simply mean Scion was outspent.
    • Avoiders: Field a shopper avoider study to in-market consumers of Scion rivals that are not shopping Scion and ask why (lack of awareness, lack of familiarity, etc.).
    • Spillover demand: Quantify reverse-cross-shop trends to reveal which rivals’ shoppers are cross-shopping Scion and which are not and how that has changed over time.
  • Understand Scion conversion inhibitors
    • Benchmarking: Compare Scion conversion trends by model against target rivals.
    • Influences: Evaluate conversion relative to core conversion influencers, such as inventory levels, incentives, and other conversion influencers.
    • Rival refinement: Evaluate Scion cross-shop data to help reveal the extent to which Scion’s actual rivals are not target rivals, and the extent to which conversion by target or true rivals is impacting Scion conversion.


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Oh, how I wish I’d done this myself. The Startup Kids is a to-be-released documentary about young web entrepreneurs in the U.S…. and Europe. That’s actually what’s nice about it – for the first time we have (outside of our work here on TechCrunch Europe) some media which finds a common thread of entrepreneurs running between the two continents.

There’s a nice underlying theme here too. The recession has created many new startups often out of sheer necessity, and that’s exactly what these two Icelandic girls, Sesselja Vilhjalmsdottir and Vala Halldorsdottir did – they went out and got started. But although they got an EU grant to do the filming, they still need additional funding. So in order to help them we’re releasing the trailer exclusively on Techcrunch, watch it below. You can pledge your support by backing them on Kickstarter so they can finish the film – and we can get to see 70 interviews with leading entrepreneurs.

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