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Australia Consumer Electronics Report Q3 2010
Business Monitor International, May 2010, Pages: 40
Australia Consumer Electronics Report provides industry professionals and strategists, corporate analysts, electronics associations, government departments and regulatory bodies with independent forecasts and competitive intelligence on Australia's consumer electronics industry.
Australia’s consumer electronics devices market, defined as including computing devices, mobile handsets and AV products, is projected to be worth around US$12.9bn in 2010. The slowdown in the Australian economy had an impact on spending in 2009, despite a consumer-focused stimulus package, as lower prices hit margins and sales in some product categories such as digital cameras were down.
Computers
Computer hardware accounted for around 61% of Australia’s consumer electronics spending in 2009 and will continue to dominate spending. The authors forecast that Australian PC sales (including notebooks and accessories) will reach around US$6.3bn in 2010, with the market receiving a boost from Phase 2 of the Computers for Schools programme. Computer hardware CAGR for the 2010-2014 period is forecast at about 3%, driven by sales of notebooks and netbooks. Consumer electronics spending growth is expected to grow at a CAGR of 3% to US$14.4bn by 2014. In 2010, vendors will look to new products and technologies to support growth. Drivers will include demand for premium TV sets, notebook computers, digital cameras and other key products, as well as rising incomes, product innovation and government ICT programmes.
AV Devices
AV devices will be the fastest-growing category of consumer electronics demand, reaching 24% of total consumer electronics spending by 2014. Australia’s domestic AV device market is projected to be US$2.0bn in 2010. Sales of large premium flatscreen TV sets and digital cameras are projected to drive AV spending growth at a projected CAGR of 13% between 2010 and 2014. Price erosion is one concern, however, with prices of flatscreen TV sets down by around 12% in 2009 compared with the previous year.
Mobile Handsets
Mobile handset sales accounted for around 23% of Australian consumer electronics spending in 2009. Australian market handset sales are expected to grow slower than before, at a CAGR of 1%, to around US$3.2bn in 2014, as mobile subscriber penetration reaches 139%. Sales will be dominated by the replacement market, with growing demand for smartphones, PDAs, and 3G handsets.
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