Research from International Data Corporation (IDC) has found that the personal and entry-level storage (PELS) market in Europe, the Middle East, and Africa (EMEA)...
disc storageResearch from International Data Corporation (IDC) has found that the personal and entry-level storage (PELS) market in Europe, the Middle East, and Africa (EMEA) was down by 1.4% year over year with almost 6.3 million units shipped in the second quarter of 2014 (2Q14), according to the latest IDC Worldwide Personal and Entry Level Storage Tracker. Shipment values decreased slightly along with unit shipments by 1.9% from a year ago to $511 million.

The PELS market includes storage hardware products embedding from one to twelve disk bays, manufactured and marketed for consumers, small offices/home offices (SOHO), and small businesses.

Major vendors tracked in this IDC report include Western Digital, Seagate, Toshiba, Buffalo Technology, D-Link, Netgear, and Lenovo/EMC (Iomega) among others.

Western Europe

The personal and entry level storage market in Western Europe grew 3.5% YoY in 2Q14, with 4.7 million units shipped during this period. Shipment value also increased 2.5% YoY 2Q14.

“The increase in both the entry-level and higher end of the personal storage market can be credited to improved customer consciousness of data storage and increased vendor offerings, but also to a positive lift from PC spending in SMB environments — up 3.5% in 2Q14 in Western Europe,” said Jimena Sisa, senior research analyst with the IDC EMEA storage group. “We are seeing the increase coming mainly from personal level storage, which increased 3.5% YoY in unit shipments in 2Q14 in Western Europe. The increase came mainly from single-bay devices, as disk capacity continued to grow.”

“Average selling prices that more closely align with personal storage than enterprise storage and features such as WiFi connectivity for mobile device access are keeping this product category relevant, despite the hype around cloud storage lockers,” said Giorgio Nebuloni, research manager with IDC EMEA. “Hard disk vendors such as WD or Seagate continue to push in this space, but initial signs of renewed focus from enterprise players such as Lenovo point to interesting quarters ahead.”

Unit Shares Unit Shares
Country 2Q13 2Q14



United Kingdom






Rest of WE









EMEA Total





The personal and entry level storage market in Central Eastern Europe and Middle East and Africa (CEMA) accounted for the 13% YoY decline in units shipped and revenue.

The PELS market as well as the overall economic situation in the Central Eastern European region continues to be affected by the Ukrainian crisis and sanctions towards Russia. Some of the minor contributing factors could be the slow adoption of personal storage devices due to the low number of people working remotely and the bandwidth capability of some countries in the region.

The Middle East and Africa alone recorded a 17% YoY drop during this second quarter, as the region was also destabilized by the difficult political situation and civil unrest in most countries.

Vendor Type (Personal Storage) 

2Q13 Shipment Value Market shares 2Q14 Shipment Value Market shares Growth YoY
HDD Vendor  334 64.00%  354 69.21% 6%
Mainstream non-HDD  163 31.28%  133 25.95% -19%
Others  25 4.72%  25 4.84% 1%
Grand Total  521 100.00%  511 100.00% -2% 

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