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Indonesia Consumer Electronics Report Q1 2011
Business Monitor International, Dec 2010, Pages: 48
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 about US$8.4bn in 2011.
This is expected to increase to US$13.2bn by 2015, driven by growing affordability of key products and an expanding number of electronics retail outlets.
In 2010 rising incomes and lower unemployment helped drive consumer demand for electronics products. Sales were strong during the peak Indonesian shopping season of the Idul Fitri holidays boosted by retailer discounts of up to 20% on LCD TV sets. The Indonesian consumer electronics market remains dominated by consumers in the major cities. Demand is projected to advance at a CAGR of about 12% through to 2015, but the influx of cheap Chinese products intensified following the start of the China-ASEAN Free Trade Agreement (CAFTA) on January 1 2010.
Computers
Computer hardware accounted for about 41% of Indonesia’s consumer electronics spending in 2009. BMI projects Indonesian PC sales (including notebooks and accessories) of US$2.9bnin 2011, up from US$2.6bn in 2010. Computer hardware CAGR for the 2010-2015 period is forecast at about 16%, drien 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 2015.
Computers: Demand 2010 - 2011 e/f = BMI estimate/forecast. Source: BMI
AV Devices
AV devices accounted for about 34% of Indonesian consumer electronics spending in 2009. Indonesia’s domestic AV device market is projected at US$2.5bn in 2011. The market is expected to grow at a CAGR of 14% between 2010-2015, to a value of US$4.2bn in 2015. The gradual launch of digital TV broadcasting in big Indonesian cities will drive replacement TV set sales.
Mobile Handsets
Mobile handsets accounted for about 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 8% to 27.9mn units in 2015 as mobile subscriber penetration reaches 176%. 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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