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Australia Consumer Electronics Report Q4 2010
Business Monitor International, Aug 2010, Pages: 42
Australia’s consumer electronics devices market, defined as including computing devices, mobile handsets and AV products, is projected to be worth around US$13.7bn in 2010. In Q110, demand for some consumer electronics products such as LCD TV sets decelerated sharply following strong holiday sales at the end of 2009. However, growth was recorded for 3D, large-screen and LED TV sets as well as smartphones, which were estimated to account for above 40% of total handset sales.
Consumer electronics spending is forecast to grow at a compound annual growth rate (CAGR) of 4% to US$16.2bn by 2014. 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 programmes for information and communication technology (ICT).
Computers
Computer hardware accounted for around 61% of Australia’s consumer electronics spending in 2009 and will continue to dominate spending. BMI forecasts that Australian PC sales (including notebooks and accessories) will reach around US$6.5bn in 2010, with the market receiving a boost from phase two of the computers for schools programme. Computer hardware CAGR for the 2010-2014 period is forecast at about 4%, driven by sales of notebooks and netbooks.
AV Devices
AV spending is projected at US$2.0bn in 2010. AV spending growth is expected to grow at a CAGR of 4% to US$2.4bn by 2014. In Q110, sales of LED back-lit TV sets were up while 3D TV sets also surpassed most vendor expectations in the Australian market. Drivers will include demand for premium TV sets and larger screen sizes as well as internet-enabled television sets.
Mobile Handsets
Mobile handset sales accounted for around 24% of Australian consumer electronics spending in 2009. Australian market handset sales are expected to grow at a CAGR of 5% to around US$4.5bn in 2014, as smartphones account for above 50% of handset sales. Sales will be dominated by the replacement market, with growing demand for smartphones, PDAs and 3G handsets.
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