Consumer Electronics: Computing Market Share Trends & Rankings Q2 2026

• Best Buy captured 52% dollar share on 36.4% of units: Its positive dollar-to-unit gap reached 15.6 points, while Amazon’s unit lead narrowed to 1.9 points.
• Walmart made the largest retailer unit share gain: It added 2.8 points to reach 25%, alongside a 2.1-point dollar share increase to 17.6%.
• Apple extended its unit share lead to 8.2 points over HP: Apple reached 19.3% of units, up 0.2 points from Q1 and 3.4 points from Q2 2025.
• HP recorded the largest unit share decline among the top ten Computing brands: Its 1.5-point drop to 11.1% took it to the lowest level in the past five quarters.
• Dell replaced Lenovo as the biggest quarter-over-quarter (QoQ) unit share gainer in that series: Dell added 0.4 points to reach 3.5%, while Lenovo edged up 0.1 points to 4.6%.
• Apple’s branded stores were highly efficient: They drew 13.8% of computing shoppers and closed 82.6%, the highest close rate among the six outlets in the survey table.
• The channel split remained close to even: Online accounted for 50.9% of purchases and stores for 49.1%; retailer-level share does not identify which channel carried higher-value transactions.

Among major retailers, Best Buy led Q2 computing dollar share at 52%, while Amazon retained the unit lead at 38.3%. According to OpenBrand’s MarketShare panel, Walmart gained the most unit share from Q1, and Best Buy’s smaller unit base generated a much larger share of category dollars.

Note: OpenBrand’s retailer panel includes Home Depot, Lowe’s, Amazon, Walmart and Best Buy. The tables above show the three retailers with at least 1.0% share in this quarter. They should not be interpreted as a ranking of every computing retailer.

OpenBrand’s Q2 MindShare survey shows that Best Buy also drew in the most Computing shoppers.

Computing Retailers Draw Rates

• Best Buy: 31.6%
• Amazon: 26.4%
• Walmart: 25.3%

Best Buy closed 73.0% of the shoppers who considered it, compared with 70.1% for Amazon and 63.0% for Walmart. Walmart’s unit share gain therefore came alongside a lower survey close rate than either of its two larger panel competitors, not a conversion lead.

• Best Buy’s value advantage widened as the unit race tightened: Best Buy added 1.6 points of dollar share even as its unit share eased 0.4 points. Amazon lost 2.6 points of units and 3.7 points of dollars. By Q2, Amazon led units by just 1.9 points but trailed Best Buy by 21.6 points in dollars. Account strategy needs to distinguish volume opportunities from higher-value sales concentration.
• Walmart’s gain deserves its own account review: Its 25.0% unit share and 17.6% dollar share were both the highest in the six-quarter retailer series. Amazon was the largest named destination for Best Buy’s lost shoppers at 28.6%, followed by Walmart at 23.7% and Apple at 18.0%. Those leakage results identify where Best Buy’s unconverted shoppers bought, not the cause of each retailer’s share change.
• Apple’s direct stores were the conversion standout: Apple closed 82.6% of the 13.8% of shoppers who considered its stores. Target drew 7.3% but closed 30.7%.

Apple reached 19.3% unit share and 27.2% dollar share in Q2 2026, according to OpenBrand. Its unit lead over HP widened to 8.2 points. The clearest changes below Apple were HP’s 1.5-point unit share decline and Dell’s 0.4-point increase, the largest gain among the ten brands in the historical series.

Follow the Computing dashboard’s brand-share history to separate an established position from a one-quarter change. Apple’s series rises from 15.9% in Q2 2025 to 18.1%, 18.9%, 19.1% and finally 19.3% in Q2 2026.

OpenBrand’s Q2 consumer survey puts Apple first on consideration among the brands below. Dell’s 22.3% consideration exceeded HP’s 20.8%, but HP converted a larger share of its considering shoppers, showing why reach and close rate need separate attention.

Computing Brand Consideration Rates

• Apple: 30.4%
• HP: 20.8%
• Dell: 22.3%
• Samsung: 11.7%
• Lenovo: 10.1%
• Kindle: 3.9%

• Apple’s broad reach complemented strong conversion: Its 30.4% consideration and 76.8% close rate exceeded HP’s and Dell’s, although Kindle closed 88.7% on a much smaller base. Apple’s dollar share also exceeded units by 7.9 points.
• HP, not Samsung, had the largest unit share decline: HP fell 1.5 points to 11.1%, widening its gap behind Apple from 6.5 to 8.2 points. Samsung slipped just 0.1 points. HP’s account and assortment performance warrants closer review than those smaller moves.
• Dell gained most while Lenovo largely held its Q1 advance: Dell added 0.4 points to reach 3.5%. Lenovo edged up 0.1 points to 4.6%, maintaining its step up from 3.6% in Q4 2025 despite the lowest close rate among the six brands listed at 54.7%.
• Dell and HP led named destinations for Apple’s lost shoppers: Apple’s walk rate was 23.2%. Dell won 25.2% of those lost shoppers, HP 22.8%, Samsung 13.2% and Lenovo 8.3%. Other brands collectively took 30.6%, keeping the competitive picture broader than one challenger.

For the next layer of analysis, compare shopper consideration and leakage with the dashboard’s account and product-level evidence. A strong close rate and a rising unit share are useful together, but they are not interchangeable measures.

Computing purchases split 50.9% online and 49.1% in-store in OpenBrand’s Q2 survey. Online retained a narrow 1.8-point lead, leaving physical and digital purchasing close enough that an account plan focused on only one channel would miss a substantial share of category activity.

• In-store: 49.1% of purchases.
• Online: 50.9% of purchases.

The practical question is consistency across shopping routes: Near-even purchasing puts pressure on brands to assess assortment, availability and messaging in both channels.

Millennials represented 29.9% of Q2 computing buyers. OpenBrand’s census-balanced survey also shows a sizable renter segment. These separate demographic cuts describe the buyer base without establishing a single “typical” customer or which products each group purchased.

The current buyer profile includes:

• Housing: 59.9% homeowners and 37.5% renters
• Marital status: 47.4% married
• Gender: 57.6% male and 42.4% female purchasers
• Generation:
  • 29.9% Millennials
  • 23.8% Gen X
  • 22.2% Gen Z
  • 22.1% Baby Boomers

• Millennials led, but no generation represented a majority: Their 7.8-point lead over Baby Boomers is meaningful, while Gen Z and Baby Boomers were nearly level. A broad audience strategy still makes sense, but the figures do not justify treating age as irrelevant to segmentation.
• Household composition adds another planning lens: One-person and two-person households together accounted for 55.2% of buyers. Alongside a 37.5% renter share, that provides useful cuts for further research.

Competitive price remained the leading driver for retailer selection at 49.6%, ahead of product selection at 32.5%. OpenBrand’s Q2 shopper insights survey placed previous store experience third at 23.2%, followed by convenient location at 17.7%. Price mattered most often, but it was not cited by a majority of respondents.

Computing Retailer Purchase Drivers

• Competitive price: 49.6%
• Good selection of products: 32.5%
• Previous experience with store: 23.2%
• Convenient location: 17.7%

Previous experience led location by 5.5 points, making the existing retailer relationship relevant alongside price and selection. Because shoppers could select more than one reason, these figures should not be added together or treated as a mutually exclusive breakdown of decisions.

Pricing observations also resist a simple “lower prices drove the quarter” explanation. In OpenBrand’s tracked weekly series, average net price rose from $1,127.2 in week 15 to $1,232.9 in week 27, while average promotion dollars increased from $176.0 to $206.8 in the paired promotion-and-discount series. Larger dollar offers and higher tracked prices can occur together; these are not transaction-weighted selling-price measures and do not establish what caused any retailer’s gain.

Apple held 19.3% of computing units and 27.2% of dollars in OpenBrand’s Q2 brand data, extending its unit share lead over HP to 8.2 percentage points. Its unit share rose in every quarter of the five-quarter series, from 15.9% in Q2 2025 to 19.3% in Q2 2026.

The relative value of their sales differs. Amazon held 38.3% of panel units but 30.3% of dollars, while Best Buy recorded 36.4% of units and 52.0% of dollars. The 15.6-point positive gap for Best Buy indicates higher value per unit relative to the panel, without isolating the effects of product mix and pricing.

Kindle had the highest close rate among the six brands in OpenBrand’s Q2 survey table at 88.7%, on 3.9% consideration. Apple closed 76.8% of a much larger 30.4% consideration base. Close rate measures purchases among shoppers who considered a brand, not its total market share.

Online accounted for 50.9% of Q2 computing purchases in OpenBrand’s survey, compared with 49.1% in stores. The 1.8-point difference makes both channels material to planning. These channel percentages do not identify where higher-value purchases happened or how the mix differs across notebooks, tablets, monitors and other computing products.

Of the 23.2% of considering shoppers who did not buy Apple, Dell won 25.2%, HP 22.8%, Samsung 13.2% and Lenovo 8.3%. Other brands collectively captured 30.6%. Each destination percentage is a share of lost Apple shoppers, not a share of all computing buyers.