Their report shows that 58% of laptop shipments included a hard drive larger than 320GB and were priced from $350 to $550. About another 25% of laptop shipments included a hard drive larger than 640GB and were priced from $550 to $750.
Only 3% of the total market belonged to either 128GB SSD (Solid State Drive) laptops or very high-end hard drive laptops – both priced above $900. I’ve reviewed before just how much an SSD can speed up a computer but SSDs have many other advantages over standard laptop hard drives:
- Higher shock resistance – less likely to fail if dropped/carried roughly
- Extended battery life – because they use less power
- Silent operation – no moving parts
- Less heat – reduced fan noise
- Longer lifespan (in theory they are similar but in practice better due to improved shock resistance)
It should be a no brainer for most average users, right? SSD use should be widespread – especially in the $350 to $750 price bracket that accounts for over 80% of all laptop shipments.
So why do SSDs represent less than 3% of the market? Is it because consumers don’t want them – or because manufacturers don’t want consumers to have them, at least not at this price point?
Perhaps the latter is true – manufacturers may purposely restrict SSDs to high end models such as Ultrabooks because they are far more profitable. This could explain their unwillingness to market SSDs to the mainstream user but, if so, their strategy isn’t working – they’re not selling high end models in volume either and such a strategy appears doomed in the context of a global downturn.
The Wall Street Journal recently reported that Hewlett-Packard suffered the worst ever loss in its 73-year history and that Dell profits fell 18% as revenue declined – “In both cases, PC sales fell more steeply than the companies’ overall revenue”.
The PC market has stagnated over the last few years – only the release of Windows 7 caused more than a slight ripple. From Dell’s shocking (literally) pink laptops to Intel’s regular ‘slightly quicker than the last’ processor upgrades there has been only the subtlest evolution in the PC space.
Whilst there are many causes of the slowdown in PC sales, the failure to market SSDs (arguably the biggest recent advance for the PC mass market) can only have contributed to consumers falling out of love with PCs.
SSD Price/Storage Differential
The only downside to an SSD compared to standard hard drives is relative price and storage capacity e.g. a 120GB SSD costs about $75 – the same price as a 500GB hard drive.
However, unless a user actually needs more than 120GB, they could enjoy all the benefits of an SSD for a similar price – twice as fast startup and shutdown times, instant program opening etc.
It should have been simple for manufacturers to market these benefits, offer SSDs in the mass market price bracket covering 80%+ of sales and stimulate demand – but most haven’t even tried, reserving SSDs for only their high end models.
Of course buyers who do need more than 120GB of storage should have the alternative of a larger capacity standard hard drive – but how many average consumers really need more than 120GB storage in a laptop anyway?
Post-PC Era Alternatives
Consider some of the most discussed tablet alternatives on offer (which use SSD equivalent Flash storage):
Google Nexus 7 – maximum 16GB storage
Kindle Fire HD – maximum 64GB
New iPad – maximum 64GB
Even the Microsoft Surface W8 Pro (launching next month) only has 64GB or 128GB storage – and it’s a true post-PC / laptop crossover.
Supposed lack of storage capacity certainly hasn’t stopped these devices making huge inroads into the laptop market. They might have other desirable features like apps and touchscreens but a sizable minority of buyers will be attracted purely by the speeds of startup and casual browsing etc.
Comparing Flash (SSD) storage tablets to, for example, a netbook with a clunky standard hard drive is not a fair comparison and a raw deal for some consumers.
What do you think – would you buy a laptop with an SSD or a hard drive? Or would you buy a tablet instead? Let us know in the comments.