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South Korea Consumer Electronics Report Q4 2010
Business Monitor International, Aug 2010, Pages: 52
Business Monitor International's South Korea Consumer Electronics Report provides industry professionals and strategists, corporate analysts, electronics associations, government departments and regulatory bodies with independent forecasts and competitive intelligence on South Korea's consumer electronics industry.
South Korea’s consumer electronics devices market, defined as the addressable market for computing devices, mobile handsets and AV products, is projected to be worth around US$12.7bn in 2010. This is expected to increase to US$12.9bn by 2014, at a compound annual growth rate (CAGR) of less than 1% – slower than in the preceding five years.
Growth opportunities in this mature market will be driven to a large extent by product innovation such as smartphones and touch-screen handsets as well as LED and 3D TV sets. In 2009, spending was affected by the economic slowdown, but high-end handsets recorded stronger-than-anticipated growth in H209, and smartphones could account for up to 20% of Korean handset sales in 2010.
Computers
Computers accounted for around 31% of South Korean consumer electronics spending in 2009. BMI forecasts South Korean PC sales of US$3.3bn in 2010. The CAGR for the 2010-2014 period will be around 1.1%, but there will be growth areas in multimedia and entertainment notebooks. By mid- 2009, the PC segment had returned to positive growth, driven by stronger notebook sales. The emergence of netbooks has created opportunities for foreign vendors in a market dominated by domestic giants Samsung and LG.
AV
Video, audio and gaming devices accounted for around 22% of South Korean consumer electronics spending in 2009. South Korea’s domestic video, audio and gaming device market is projected at US$2.5bn in 2010. Video applications will account for around 60% of demand during the 2010-2014 forecast period, with growth areas linked to new technologies such as LED TV sets, 3D TV and Blu-ray. The roll-out of digital TV broadcasting ahead of analogue switch-off in 2013 will help support sales of premium TV sets.
Mobile Handsets
South Korean market mobile handset and handset device sales accounted for around 47% of South Korean consumer electronics spending in 2009. Total South Korean market handset sales are expected to grow at a CAGR of about 2% to 28.2mn units in 2014, with the market driven mainly by replacements as penetration has passed 100%. Following the success of the iPhone, with 800,000 units sold by June 2010, the smartphone segment should blossom, as operators introduce more flexible data plans for subscribers.
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