Bringing non-adopters along: The challenge facing the PC industry

Susan A. Brown, Viswanath Venkatesh

Research output: Contribution to journalReview articlepeer-review

51 Scopus citations


The challenges and decline in sales of the personal computer (PC) are discussed. The research findings show the folly of assuming current non-adopters care about the same things as innovators and early adopters, or assuming that all they care about is PC cost. While cost may be a factor for those still holding out, it is neither the only nor the most important factor. Instead, later adopters want long-lasting products that have yet to appear on the horizon. Until the PC industry convinces this group of potential consumers that their PC will operate like a refrigerator, PC sales are likely to continue in their current stalled state.

Original languageEnglish (US)
Pages (from-to)76-80
Number of pages5
JournalCommunications of the ACM
Issue number4
StatePublished - Apr 2003

ASJC Scopus subject areas

  • Computer Science(all)


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