The average selling price for PCs among UK distributors hit £475 in April and May, up from £335 a year earlier, according to analyst Context.
That represents a 42 percent hike – significantly more than any other country in western Europe, where PC ASPs only rose by an average of 19 percent.
Context senior analyst Marie-Christine Pygott said that European prices increases were driven by currency fluctuations, price increases by vendors to offset the effects of higher component costs, and a shift to higher-value products,
However, the UK increase was well above that of Germany, at 12 percent, and France, at seven percent. This was due to Brexit-fuelled price increases last year.
Spain and Italy saw ASPs price rise by 11 and 10 percent in the quarter. Other than the UK, the highest increase was seen in Sweden and Poland, at 18 percent.
UK prices would have been lower if it had not been for the currency fluctuations, Pygott said.
“We have seen vendors trying to de-spec products to offset the rising cost of components. The price increases may be less visible to consumers, but they will still be there in terms of an indirect increase.”
A shift to higher-value products, such as gaming systems in the consumer segment, and high-end notebooks in the commercial space, has also contributed to the rise, according to Context.
In Q4 and Q1 in the UK volume sales did go down but actually revenues rose because of higher ASPs,” she said.
“Early Q2 has been weak in terms of both volume and revenue performance, but then April had fewer trading days due to Easter. We will wait to see how June pans out to see if it offsets this.”