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Indonesia Consumer Electronics Report Q4 2010
Business Monitor International, Aug 2010, Pages: 50
The Indonesia Consumer Electronics Report provides industry professionals and strategists, corporate analysts, electronics associations, government departments and regulatory bodies with independent forecasts and competitive intelligence on Indonesia's consumer electronics industry.
Indonesia’s consumer electronics devices market, defined as the addressable market for computing devices, mobile handsets and video, audio and gaming products, is projected at around US$7.3bn in 2010. This is expected to increase to US$11.6bn by 2014, driven by growing affordability of key products and an expanding number of electronics retail outlets.
In 2010, rising incomes and lower unemployment are expected to boost consumer demand for electronics products. The Indonesian consumer electronics remains dominated by consumers in the major cities. Demand is projected to advance at a CAGR of about 11% through 2014, but the influx of cheap Chinese products has intensified following the start of the China-ASEAN Free Trade Agreement (CAFTA) on January 1 2010.
Computers
Computer hardware accounted for around 41% of Indonesia’s consumer electronics spending in 2009. BMI projects Indonesian PC sales (including notebooks and accessories) of US$3.2bn in 2010, up from US$2.5bn in 2009. Computer hardware CAGR for the 2010-2014 period is forecast at about 14%, driven by a low PC penetration rate of about 1.5% currently. Home users will account for a growing share of demand, rising to above 60% by 2014.
AV Devices
AV devices accounted for around 34% of Indonesian consumer electronics spending in 2009. Indonesia’s domestic AV device market is projected at US$2.5bn in 2010. The market is expected to grow at a CAGR of 11% between 2010-2014, to a value of US$3.7bn in 2014. The gradual roll-out of digital TV broadcasting in big Indonesian cities will drive replacement TV set sales, which were boosted in 2010 by the FIFA World Cup in South Africa.
Mobile Handsets
Mobile handsets accounted for around 25% of consumer electronics spending in 2009, although market measurement is complicated by the growing popularity of low-cost Chinese brands, which account for an increasingly large portion of sales. Indonesia’s market handset sales are expected to grow at a CAGR of 13% to 26.3mn units in 2014, as mobile subscriber penetration reaches 144%. Sales remain dominated by mass market phones, but in 2010, Indonesian operators will look to releases of Android-based smartphones to drive revenues growth.
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