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South Africa Consumer Electronics Report Q1 2011
Business Monitor International, Dec 2010, Pages: 50
Business Monitor International's South Africa 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 Africa's consumer electronics industry
South Africa’s consumer electronics devices market, defined as the addressable market for computing devices, mobile handsets and video, audio and gaming products, is projected at US$7.5bn in 2011. This expected to increase to US$10.7bn by 2015, driven by demographics, product innovation, rising incomes and rising computer penetration. BMI projects that consumer electronics spending growth will edge into double-digits in 2011. Retail sales recorded their highest growth in three years in June 2010, with TV sets the main beneficiary of a consumer spending surge ahead of the World Cup. There were fears that the consumer recovery could prove fragile however, with higher household indebtedness and rising unemployment acting as restraints on growth.
Computers Computer hardware accounted for about 61% of South African consumer electronics spending in 2009. BMI projects South African domestic market computer hardware sales of US$4.7bn in 2011, up from US$34.1bn in 2010. Computer hardware’s compound annual growth rate (CAGR) for 2011-2015 is forecast at about 11% as a result of rising computer penetration, falling prices and vendor and retailer promotions.
AV Audio/video (AV) devices accounted for about 18% of South Africa’s consumer electronics spending in 2009. South Africa’s domestic AV device market is projected at US$1.3bn in 2011. This market is also expected to grow at a CAGR of 11% between 2011 and 2015, to a value of US$2.0bn, driven by new technologies and digital TV transition, which is due to be completed by 2015. Sales of LCD and Plasma TV sets were reported by retailers to be up by as much as 50% ahead of the start of the FIFA World Cup tournament in June 2010, compared with the same period of 2009.
Mobile Handsets Mobile handset sales accounted for 22% of South Africa’s consumer electronics spending in 2009. South African handset sales are expected to grow at a CAGR of 5% to US$1.8bn by 2015, when mobile subscriber penetration is expected to reach 94%. The replacement market will be increasingly important and demand for 3G handsets has exceeded expectations, while lower prices have boosted sales of smartphones.'
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