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London, 8th October 2025 – The European consumer PC market is demonstrating significant resilience and accelerated growth in the third quarter of 2025, according to latest by global market intelligence firm CONTEXT. 

“This strong performance is being driven by a clear combination of two factors: the urgent need to upgrade before the Windows 10 end-of-support deadline in late October, and the compelling experience offered by new AI-enabled devices”, said James Bates, retail analyst at CONTEXT.

According to the company’s insights, notebooks and desktops are both experiencing robust consumer demand, with the AI PC category securing a notable and expanding share.

The Consumer Refresh Underway

The latest data from across the region is showing a sharp rise in sales velocity:

• Notebook sales to consumers climbed by more than 8% year-on-year in the first two months of Q3 2025. This is driven by consumers purchasing new hardware to ensure a smooth, secure transition to the Windows 11 operating system.
• The urgency is pronounced across Europe, with dramatic double-digit notebook revenue growth recorded in many key markets during August. This refresh is also positively impacting the desktop category, which is seeing a lift from broader consumer demand.

AI: The "Wow" Factor, Not the Specs

While the operating system deadline provides the initial motivation to buy, the retail proposition for the future is the AI-capable PC.

• Market Share: Notebooks featuring Neural Processing Units (NPUs) now account for 29% of unit sales in the consumer channel. This penetration is substantial, though it lags behind the commercial sector, where AI notebooks have reached 46% of sales.
• The Retail Conversion: For consumers, the sale is not about technical specifications. As one store manager shared: "Where the magic happens is when they click the CoPilot button, ask about anything they care about, and get a richness of information way beyond what they were expecting. Then it's just a matter of getting the right price point."

“In short, the Windows 10 end-of-support is the immediate catalyst for the current boom, but the tangible benefits and new experiences delivered by CoPilot are what cement the AI PC as the consumer's preferred future-ready investment”, added James Bates.

About CONTEXT
 CONTEXT is a B Corp™ Certified company that specialises in providing market intelligence and analytics services for the technology industry. We are a trusted partner for global technology leaders, delivering crucial insights that help shape strategic decisions and address business challenges. Our advanced forecasting, analytics, and data management solutions are designed to integrate smoothly into the operations of major tech companies worldwide. This integration supports the monitoring of over £200 billion in annual sales transactions. Our efforts are backed by a dedicated team of over 400 professionals, spread across more than 35 countries, with offices in key cities such as London, Berlin, Paris, Madrid, Milan, Warsaw, Johannesburg, Istanbul, Dubai, Chicago, Buenos Aires, São Paulo, Mumbai, Auckland, Singapore, Seoul, Taipei, and Tokyo.