PC Pricing & Demand Under Pressure: How Consumers Will Actually Respond
Updated
In this Market Study, Futurum Research examines how consumer PC buyers respond to rising prices and why most remain addressable through adjustments in timing, configuration, or channel.
Futurum's Olivier Blanchard,
Cite this
Olivier Blanchard, The Futurum Group, "PC Pricing & Demand Under Pressure: How Consumers Will Actually Respond," May 21, 2026. https://preview.erikbethke.com/research-reports/pc-pricing-demand-under-pressure-how-consumers-will-actually-respond/
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.
Published by Futurum.
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