60% or more European consumers would go for an AMD APU in their next desktop

The European Hardware Association (EHA) is an organization that describes itself as incorporating "some of the largest independent technology news and reviews sites" in this region. It also conducts studies on consumer attitudes on PC hardware, particularly processors and GPUs.

Its latest project covers the 2nd half of 2019 (2H2019), and includes over 10000 respondents. These participants were asked "a broad range of questions", including those on the specs they would value in a new desktop. This apparently resulted in findings that over 60% of the cohort would rather have an AMD APU in such a set-up compared to other options.

This is a distinct win for the red team; however, it would be no surprise to those who follow this line of EHA research. Its corresponding 1H2019 study showed that half the respondents gave the same answer, whereas the same for 2H2018 showed that 40% did likewise.

AMD's rising popularity in these terms is attributed to a shrinking gap in performance between its APUs and comparable Intel CPUs. In addition, the Ryzen 3000 series is cited as a factor in this increasing hit-rate with European buyers. Then again, its GPUs do not exhibit an absolutely similar uptake.

The EHA's chairman, Koen Crijns, noted that the group's latest study has shown that "72.8% of the technology enthusiasts, early adopters and influencers who read EHA publications would choose GeForce". Of the remainder, approximately 23% would go for Radeon instead, which is an improvement over 19% in 1H2019.

This increase may have been influenced by factors such as "the launch of AMD’s aggressively priced RX 5700 and 5700 XT products". In addition, the EHA has observed that there is a distinct sub-set of consumers who prefer to combine AMD's GPUs with its processors in their rigs. In fact, those who combine Intel with AMD were found to be in the minority according to this new study: only 2.9%, in fact, compared to about 35% who prefer an Intel/NVIDIA set-up.