Microsoft, Logitech Dominate Shelf, Advertising Share In Keyboards, Mice
By Staff -- TWICE, 7/21/2008
NEW YORK — Microsoft and Logitech dominated aftermarket keyboard and mouse retail shelf share for the 13-month period from May 2007 to May 2008.
According to IFR tracking data, seven out of 10 models offered on retail shelves in the period carried either the Microsoft brand (37.1 percent) or Logitech brand (35.4 percent). No other brands reached double figures in shelf share. Kensington, at 6.3 percent, and Targus, at 4.8 percent, ranked third and fourth, respectively.
Microsoft and Logitech also dominated newspaper advertising for keyboards and mice as recently as May 2008, with those brands accounting for 34.4 percent and 32.6 percent of the models advertised.
For a roundup of the latest PC accessories on the market, see p. 52-56.
Mice and Keyboards Brand Share (U.S.)May '07 - May '08
| Brand | 12 mo. Avg. |
| Microsoft | 37.1 |
| Logitech | 35.4 |
| Kensington | 6.3 |
| Targus | 4.8 |
| Hewlett-Packard | 2.8 |
| Apple | 1.9 |
| Wacom | 1.6 |
| Razer | 1.8 |
| Ativa | 0.9 |
| Vuescape | 0.9 |
| Rocketfish | 0.8 |
| Gigaware | 0.8 |
| Source: IFR © TWICE 2008 | |
Mice, Keyboards: Most Advertised Brands (U.S.)
May 2008
| Rank/prev. month | Brand | # of Models | Net price | Total share of ads | Share of ads prev. month | 12 months | |
| 1 | (1) | Microsoft | 28 | 38.75 | 34.39% | 44.04% | 37.14% |
| 2 | (2) | Logitech | 33 | 44.32 | 32.61% | 36.36% | 35.23% |
| 3 | (3) | Kensington | 3 | 145.88 | 6.33% | 6.04% | 6.42% |
| 4 | (0) | Dynex | 3 | 113.65 | 5.77% | 0.38% | |
| 5 | (9) | Apple | 2 | 64.99 | 3.85% | 1.01% | 2.03% |
| 6 | (12) | Targus | 7 | 23.42 | 3.60% | 0.46% | 4.83% |
| 7 | (4) | Hewlett-Packard | 6 | 125.69 | 3.51% | 2.67% | 2.83% |
| 8 | (0) | Wacom | 2 | 138.45 | 2.17% | 1.70% | |
| 9 | (10) | Rocketfish | 1 | 16.99 | 1.92% | 0.55% | 0.83% |
| 10 | (0) | Labtec | 1 | 14.99 | 1.00% | 0.60% | |
| 11 | (8) | Vuescape | 7 | 14.99 | 0.98% | 1.55% | 1.02% |
| 12 | (5) | Ativa | 1 | 29.99 | 0.89% | 2.07% | 0.81% |
| 13 | (11) | Btc | 3 | 7.29 | 0.84% | 0.49% | 0.33% |
| 14 | (7) | Gear Head | 2 | 24.39 | 0.70% | 1.87% | 0.19% |
| 15 | (6) | Gigaware | 1 | 19.99 | 0.50% | 1.95% | 0.82% |
| 16 | (15) | Micro Innovation | 4 | 20.28 | 0.39% | 0.11% | 0.42% |
| 17 | (0) | Saitek | 1 | 49.95 | 0.33% | 0.31% | |
| 18 | (13) | Vistablet | 1 | 129.99 | 0.06% | 0.40% | 0.03% |
| 18 | (0) | Ideazon | 2 | 29.99 | 0.06% | 0.01% | |
| 18 | (16) | Inland | 1 | 17.99 | 0.06% | 0.03% | 0.16% |
| 21 | (16) | Interlink | 1 | 69.99 | 0.03% | 0.03% | 0.01% |
| 21 | (0) | Keyscan | 1 | 159.00 | 0.03% | 0.00% | |
| Source: IFR © TWICE 2008 | |||||||
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