LONDON--(BUSINESS WIRE)--Jan 11, 2026--
The latest research from Omdia reveals that total shipments of desktops, notebooks and workstations in Q4 2025 grew 10.1% to 75 million units. This brought full-year 2025 PC shipments to 279.5 million units, a 9.2% increase over 2024 volumes. Notebook (including mobile workstation) shipments reached 58.6 million units in Q4 and 220.4 million units in the full year, achieving 8% growth in 2025. Desktop (including desktop workstation) shipments in Q4 landed at 16.2 million units, bringing the total 2025 volume to 59 million units, a 14.4% increase over the previous year.
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Although overall PC market performance in 2025 was healthy, memory and storage supply tightened, and the associated upward price pressure emerged from the middle of the year. In December 2025, PC vendors began signaling their expectations of price increases. Coupled with the inability to secure sufficient supply, this has already dampened forecasted shipment expectations for 2026. “Between Q1 to Q4 2025, mainstream PC memory and storage costs rose by 40% to 70%, resulting in cost increases being passed through to customers,” said Ben Yeh, Principal Analyst at Omdia. “Given tight 2026 supply, the industry is emphasizing high-end SKUs and leaner mid to low-tier configurations to protect margins.”
“In 2026, with device replacement demand not yet fully abated, supply-side pressures will be more pronounced and supply will not fully meet demand,” added Yeh. “Actual shipment performance will hinge on vendors’ memory and storage procurement and negotiating leverage; beyond scale, their track records and credibility with suppliers will be a decisive factor in determining their success in navigating this period of complexity.” A November 2025 Omdia poll of B2B channel partners that asked “How do you expect your PC business to perform in 2026 compared to 2025” revealed that 57% forecast growth in 2026, indicating that a healthy demand environment will provide strong opportunities for vendors that are best able to manage their supply.
Lenovo led the PC market both sequentially and for the full year, delivering double-digit growth of 14.4% in Q4 2025 and closing the year with shipments of 71 million units, up 14.6% year on year. HP ranked second, shipping 15.4 million PCs in Q4 2025 and recording growth on both a sequential and annual basis during the quarter. Dell posted its strongest quarterly performance of 2025, achieving a robust 26% year-on-year increase in Q4. Full-year shipments reached 42 million units, representing a 7% increase compared with 2024, while Dell also expanded its market share by two percentage points year on year in the quarter. Apple retained fourth place and stood out as the fastest-growing vendor for the full year. The company recorded 16.4% growth for the full year, with full-year shipments reaching 28 million units. Asus rounded out the top five in both quarterly and full-year rankings, shipping 5.3 million units in Q4 and 20 million units for the year, supported by 7% growth during the holiday quarter.
ABOUT OMDIA
Omdia, part of Informa TechTarget, Inc. (Nasdaq: TTGT), is a technology research and advisory group. Our deep knowledge of tech markets grounded in real conversations with industry leaders and hundreds of thousands of data points, make our market intelligence our clients’ strategic advantage. From R&D to ROI, we identify the greatest opportunities and move the industry forward.
PC DRAM cost rose ~70% in 2025; a further 50% increase is expected in 1Q26
Worldwide desktop and notebook shipments 2016 – 2025
LONDON & MILAN--(BUSINESS WIRE)--May 21, 2026--
Audiencerate Ltd, one of the few globally certified Google Customer Match Upload Partners and a Microsoft IP Co-sell certified partner with MACC eligibility, today announced the appointment of Riccardo Fabbri as Chief Technology Officer. The appointment marks a phase of dual expansion: the Audiencerate–Postel–Microsoft platform for Italian SMEs, and the Data platform integrated with Google DV360 for Agencies and Data Providers — both evolving toward a model that natively leverages first-party and third-party data through AI and machine learning.
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A profile built on twenty years of digital transformation
Fabbri brings to Audiencerate over two decades of experience in software development and cloud architectures. Co-founder in 2004 of Nohup, a digital consultancy in cloud-native development, he led the company to Financial Times recognition among Europe's leading firms in the sector for two consecutive years (2021 and 2022). In August 2021 Nohup was acquired by the Havas Group, bringing its 30 professionals across Milan, Turin, and Udine into Havas CX. The distinctive trait of Fabbri's path is engineering rigor, attention to privacy, and deep knowledge of media operational workflows — an essential asset within the European framework of AI Act, GDPR, and the Italian Consumer Code.
The AI-driven leap for SMEs and Agencies
Under Fabbri's leadership, Audiencerate will accelerate on two parallel tracks. On the SME front, AI and machine learning enable continuous model learning, predictive modeling (propensity scoring, lookalike, CLV) and self-optimization of budget and bid management. On the agency front, advertisers' first-party data serves as seed for lookalike and propensity models enriched with third-party signals: an audience that combines 1P relevance with 3P scale, compliant with privacy and cookie ecosystem evolution.
Statements
"Riccardo's entry is the missing piece," said Gianluca Leotta, President of Audiencerate. "A technologist-entrepreneur who took Nohup to a European exit, lived inside the international media agency world, and knows the technical grammar of our trajectory exactly. It is a long-term choice, consistent with the patrimonial and industrial vision we have always had for this project."
"Audiencerate has built over the years a unique technological asset: a Data Provider position native to both Google and Microsoft ecosystems, with certifications and partnerships that very few companies can claim," said Riccardo Fabbri. "The project is both challenging and exciting. On one side, bringing this infrastructure to millions of Italian SMEs through Postel and Microsoft. On the other, evolving the DV360 offering by drawing on twenty years alongside media agencies: trading desks need models that intelligently fuse first-party and third-party data, while pursuing the automation and scale needed to recover margins the market no longer recognizes as it once did. This is the kind of engineering challenge that resonates with my path as a founder and entrepreneur."
About Audiencerate
Audiencerate Ltd, headquartered in London with offices in Italy and the United States, specializes in data activation, audience intelligence, and AI-driven marketing. Google Customer Match Upload Partner (December 2025), Google Data Provider since 2012, Microsoft IP Co-sell Eligible / MACC Eligible. NEXI is the company's flagship enterprise client in Italy.
Postel, the MadTech platform for Italian SMEs powered by Audiencerate and distributed through the Poste Italiane built on Microsoft Azure, ISV Co-sell certified and MACC-eligible channel (left) and Audiencerate's DMP for media agencies and data providers (right), a Google DV360 Customer Match Partner, ISO 27001 certified.
Riccardo Fabbri, Chief Technology Officer of Audiencerate Ltd. Co-founder and former managing partner of Nohup, recognized by the Financial Times among Europe's leading firms in the sector (2021 and 2022) and acquired by the Havas Group in August 2021. Leads the AI-driven phase of Audiencerate's independent Customer Match infrastructure.
