Ups and Downs: How Computer Brands Performed in Icecat’s 2024 Brand Rank

Continuing our Icecat Brand Rank Monitor analysis for 2024, we now turn to the Computer category, which saw the most significant shifts among all analyzed verticals. 

The computer vertical experienced a notable 20% year-over-year growth, with total downloads increasing from 7.24 billion in 2023 to 8.71 billion in 2024. However, it was also the only vertical with three declines among the top 10 brands, demonstrating a dynamic and constantly evolving market.

Let’s Take a Look at The Numbers

HP retained the top spot, growing from 1.22 billion downloads in 2023 to 1.79 billion in 2024, followed closely by Lenovo, which also saw a strong increase, reaching 1.72 billion downloads compared to 1.18 billion last year. ASUS continued its upward momentum, growing from 641 million to 825 million downloads marking almost 30% growth, while Dell made a significant leap from 538 million to 710 million, reflecting increasing market interest. Fujitsu and Samsung also experienced notable growth, with Fujitsu seeing a particularly strong 44% year-over-year increase. 

However, not all brands saw positive movement. Apple recorded a slight decline, dropping from 819 million downloads in 2023 to 805 million in 2024, making it one of the few brands in this category to experience a setback. More notably, Acer faced a significant drop, with downloads decreasing from 826 million to 685 million, while Toshiba saw the sharpest decline, falling from 316 million to just 145 million in 2024. This drop is largely due to the brand’s exit from the notebook business and its transition to Dynabook. With Toshiba-branded laptops no longer actively produced or marketed, demand for product content under the Toshiba name has significantly decreased.

Other KPI’s

Beyond download numbers, Icecat’s Brand Rank Page provides valuable insights through additional key performance indicators (KPIs), helping brands assess and optimize their market position. Brand analytics per country offers a closer look at local engagement, though not all interactions can be precisely attributed due to global browsing behavior. The Brand Average Review Score, which aggregates customer feedback from multiple sources, ensures transparency and helps brands track reputation over time. Additionally, Icecat’s Data Health Score evaluates the completeness of a brand’s product data across main products, accessories, and spare parts, allowing brands to maintain high data quality. These insights are crucial in a vertical that remains fiercely competitive, where even market leaders must continuously refine their strategies to maintain their positions.