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Brazil Consumer Electronics Report Q1 2011
Business Monitor International, Jan 2011, Pages: 54
The Brazil Consumer Electronics Report provides industry professionals and strategists, corporate analysts, electronics associations, government departments and regulatory bodies with independent forecasts and competitive intelligence on Brazil's consumer electronics industry.
Brazil’s domestic consumer electronics devices market, defined as the addressable market for computing devices, mobile handsets and video, audio and gaming products, is estimated at US$28.1bn in 2011.Consumer electronics retailers reported a stronger-than-expected demand rebound in 2010, which left some vendors struggling to catch up. Sales of flat screen TV sets surged ahead of the FIFA World Cup in June, while high double-digit year-on-year growth was recorded in handset shipments. The positive results from 2010 continued a trend of recovery that was established in H209. .The long-term trend remains positive, with demand expected to increase at a compound annual growth rate (CAGR) of 8.1% to US$38.4bn by 2015, driven by growing popularity of digital lifestyle products such as LCD TV sets and smart phones. Government PC procurement and subsidised handset programmes will also help to support growth.
Computer Computer hardware accounted for around40% of Brazilian consumer electronics spending in 2009. BMI forecasts Brazil’s computer hardware sales (including notebooks and accessories) of US$9.3.bnin 2011. PC penetration, estimated at29% in 2010, could climb to 41% by2015. Computer hardware CAGR for the2010-2014 period is forecast at about11.7%, driven by sales of notebooks and netbooks, which currently account for around 32% of sales.
AV Devices AV devices accounted for around 34% of Brazil’s consumer electronics spending in2009. Brazil’s domestic AV device market is projected at around US$10.0bnin 2011. Digital TV set sales will be the main driver of a projected 2010-2014CAGR of 6.9%, with other growth drivers including digital cameras and portable media devices. In H110, sales offlat-screen TV sets received a strong boost from the FIFA World Cup in South Africa, which left some vendors struggling to keep up.
Mobile Handsets Mobile handset sales accounted for around 26% of Brazilian consumer electronics spending in 2009. Brazil’s market handset sales are expected to grow at a CAGR of 3.2% to US$7.4bn in2015, with mobile subscriber penetration passing 120% by 2015. Penetration is still considerably lower than in many other emerging markets, though more rural markets will see mobile services arrive over the next five years.
Affordable smart phones are a key focus for operators like TIM as they look to drive mobile data usage.
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