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Stephen Baker

Vice President, Industry Analyst - Technology

Stephen Baker is NPD’s primary hardware analyst. Baker has been commenting on the technology industry for more than fifteen years. He was ranked as a leading industry analyst by AdWeek’s Technology Marketing.

Stephen Baker is available to offer expert insight and commentary on these and other industry-related topics.

  • PC sales and trends
  • PC-related technologies
  • The business and selling of consumer technology
  • Software

Baker has been extensively quoted in industry publications such as TWICE andCNET, as well as business and news publications including The New York Times,The Wall Street JournalInvestor’s Business DailyBusiness WeekThe San Jose Mercury News, and The Los Angeles Times. He has also appeared on CNBC, Fox News, and CNN. He also contributes to TWICE’s Executive Insight column.

Baker has presented and served on panels at industry events such as CES, E3, Electronics Retail Summit, and Retail Vision.

Baker joined NPD when it acquired PC Data Inc., in March 2001. At PC Data, he was the principal hardware analyst and director of the overall hardware point-of-sale (POS) business. Prior to joining PC Data, he was a senior analyst in the distribution channels service at International Data Corporation (IDC). He began his career at Staples in 1986, helping to open the first office superstore in the United States.

Baker received his MBA from Northeastern University and a BSFS from Georgetown University.

Recent Posts

Baker’s Dozen: A View into the Future of Consumer Tech Holiday 2017 and Beyond

Each year around the holidays, NPD provides what we have come to call the Baker’s Dozen - a list of 13 predictions for the holiday season, as it relates to technology products and retail tren...

Prime Day Showing Its Age

With Amazon’s now annual summer buying event upon us, we’re looking back at the past two years to evaluate the impact of Prime Day to tech vendors, to Amazon’s tech business, to Amazon’s Kindle/Ec...

Peering Over the Edge: Looking Forward to See How CE Can Get Back to Growth

2016 ended with a mixed bag of holiday sales and proved to be a very uneven year overall for the CE space. As we near the end of the first month of the new year, we’re  stopping to reflect on some...

It’s Time to Change Again

Last year in our Black Friday blog we noted that it appeared most retailers had the holiday figured out. When to open on Thanksgiving, how focused to be on online shopping vs in-store, when to promote...

Nov 1, 2016

Baker’s Dozen + 1: Stephen Baker’s Top Holiday 2016 Expectations

NPD Highlights: Consumer Tech for the Holidays 1. PC holiday revenues revived – Sales will be the best in at least four years, as average sales prices  rise 2. iPad Pros deliver big – Expec...

In Praise of Vizio

Last week’s reports that LeEco, a China-based TV, smartphone and media conglomerate, will be acquiring Vizio provides a convenient milestone to offer some reflections on Vizio’s impact to the U.S....

The Business of Consumer Tech is Increasingly… Business

Many years ago the latest and greatest tech in the IT market always went to businesses first. They needed the power and the advanced features that current hardware offered and could spend the extr...

May 24, 2016

Looking at the Computing Market with a New Set of Eyes

The news today is full of doom and gloom about the future of the PC. Undoubtedly, there are plenty of challenges ahead for the category, but there is also plenty of room for optimism. While we celebra...

Dec 11, 2015

Never Mind Black Friday – Windows PC Pricing Takes an Early Holiday Plunge

Of all our Baker’s Dozen Holiday predictions the one I am most confident in is that notebook sales will soar during the holiday, but those gains will come at a considerable cost in ASP.  While we thou...

It’s a Sad Day for the PC Industry

Sony announced today that it is shutting down its worldwide PC business and selling it off to a Japanese investment firm that will maintain the business in that country. Of course, the trends in the t...

A Mini for the Max

As expected, Apple rolled out new tablets yesterday, but along with the new tablets the old challenges remain.  As the tablet market has swung dramatically towards the small, and low-cost device, Appl...


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