Indonesia’s PC market defied expectations in 2024 with surprising growth
Everyday consumers stepped in where businesses and government pulled back, driving sales.
At first glance, 2024 didn’t look like a year for growth in Indonesia’s PC market. Businesses were tightening their budgets, government spending had shifted toward elections, and schools weren’t rushing to buy new devices after the Chromebook for Education program ended.
The conditions seemed set for a slowdown. But instead, the market did the unexpected—it grew. And not just slightly. PC shipments in the country jumped 8.8% year-over-year (YoY), reaching 4.1 million units.
The reason? Consumers stepped in where businesses and government pulled back, recording an impressive 16.7% growth. This was driven by students upgrading their first pandemic-era devices, professionals seeking better machines, and new buyers drawn in by aggressive vendor promotions. Retailers responded with discounts, trade-in deals, and installment plans, making PCs more accessible.
While consumers were driving sales, the commercial sector told a different story. Government IT spending slowed as funds were funneled into Indonesia’s presidential, regional, and legislative elections. Schools, no longer bound to Chromebook purchases, redirected budgets elsewhere. With procurement delays and shifting priorities, vendors relying on public sector deals saw fewer orders.
Despite these challenges, some vendors thrived. Local brands seized the moment, with Axioo recording a 63.4% YoY surge, proving that affordability was key in a price-sensitive market.
Among global vendors, Asus came out on top, shipping 972,300 units, a 22.9% YoY increase, as it captured 23.6% of the market. Lenovo wasn’t far behind, growing 11.7% YoY, while Acer Group maintained a solid 20% share. Not every vendor had a good year, though. HP Inc. struggled, with a 12.3% decline, largely due to weaker demand from enterprises.
"Indonesia’s PC shipments still managed to grow in 2024 despite commercial struggles caused by elections and shifting education budgets," said Theodorus Adiatma, senior market analyst at IDC Indonesia. "The consumer segment became the driving force behind this growth, consistently expanding throughout the year."
What started as a challenging year turned into a surprising success. If 2024 proved anything, it’s that Indonesia’s PC market isn’t just shaped by corporate spending or government programs, it is able to thrive on demand from everyday consumers.
