Laptop brand competitiveness index in South Korea 2024

According to the Korea Productivity Center, notebooks by Samsung had a brand competitiveness index of 79 out of 100 in 2024. The Korea Productivity Center defines the National Brand Competitiveness Index as an "index of brand competitiveness measured and quantified as a weighted sum of brand awareness, image, and relationship formed through marketing activities conducted by enterprises." 

Convertibles are gaining popularity

While shipments of traditional laptops shrink, shipments of convertible laptops are increasing. Convertibles laptops are laptops that can also be used as tablets. They tend to be more portable than traditional laptops, while their specifications usually surpass tablets. For Samsung, the Pen series enjoys wide popularity in South Korea, while the Gram series by LG is widely popular as well. According to a report in 2018, the most popular laptop among South Koreans in their 20s was LG gram. According to reports in 2018, Samsung is currently working on the development of new forms of laptops, for example with foldable displays.

Notebook market in South Korea

Due to the rise in popularity of tablets and the high usage of smartphones, the notebook market in South Korea is shrinking. While the domestic demand in notebooks fell from around 68 million units in 2010 to around 48.8 million in 2016. The production volume of notebooks fell accordingly. Nevertheless, an annual governmental survey shows that the average number of laptops per household is still increasing slowly, going from 0.12 laptops to around 0.42 laptops in the same period. Even though Samsung stopped selling notebooks in Europe in 2014, the South Korean tech giant is selling around 3.2 million PCs worldwide annually.