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Venezuela Consumer Electronics Report Q3 2010
Business Monitor International, July 2010, Pages: 40
Venezuela Consumer Electronics Report provides industry professionals and strategists, corporate analysts, electronics associations, government departments and regulatory bodies with independent forecasts and competitive intelligence on Venezuela's consumer electronics industry
Venezuela’s consumer electronics devices market, defined as the addressable market for computing devices, mobile handsets and video, audio and gaming products, is estimated at US$3.1bn in 2010. Following the announcement of a steep devaluation of the bolívar for ‘non-essential’ imports such as flat-screen TV sets, many electronics and appliance retailers reported that sales were at three times their usual level.
Venezuela is expected to lag the rest of the region recovery-wise, with the country’s consumer credit binge of the past five years having now ended, as consumers grapple with runaway inflation and the attendant erosion of real wages.
However, the market is expected to grow at a compound annual growth rate (CAGR) of 6.0% to US$3.9bn by 2014, driven by underlying demand for notebooks, digital cameras and digital TV sets. Venezuelan consumers also continue to show enthusiasm for high-end consumer electronics devices such as BlackBerry smartphones.
Computers
Computer hardware accounted for around 34% of Venezuela’s consumer electronics spending in 2009, with PC penetration only at around 12%. BMI forecasts computer hardware sales (including notebooks and accessories) of US$1.1bn in 2010, with local PC production and increased broadband penetration among the drivers. Computer hardware CAGR for the 2010-2014 period is projected to be 7.2%, with a growing contribution from sales of locally produced desktops and notebooks.
AV Devices
AV devices accounted for around 30% of Venezuela’s consumer electronics spending in 2009. Venezuela’s domestic AV device market is estimated at US$865mn for 2010. With Venezuela pledged to embark on digital broadcasting migration, sales of digital TV sets are projected to drive AV spending growth at a CAGR of 4.4% between 2010 and 2014.
Mobile Handsets
Mobile handset sales accounted for around 36% of Venezuela’s consumer electronics spending in 2009. Spending is expected to grow at a CAGR of 6.1% to US$1.4bn in 2014, with mobile subscriber penetration passing 117% in 2010. Sales will be dominated by the replacement market, with locally produced handsets taking an increased share. Lower-priced handsets will help to drive market growth in more rural areas.
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