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Chile Consumer Electronics Report Q1 2011
Business Monitor International, Jan 2011, Pages: 44
The Chile Consumer Electronics Report provides industry professionals and strategists, corporate analysts, electronics associations, government departments and regulatory bodies with independent forecasts and competitive intelligence on Chile's consumer electronics industry.
Chile’s consumer electronics devices market, defined as the addressable market for computing devices, mobile handsets and AV products, is projected at around US$2.4bn in 2011. The market bounced back strongly in 2010, despite the impact of February’s devastating earthquake on economic activity. Retailers reported an 18% jump in retail sales in Santiago in May 2010 thanks in part to strong purchases of flatscreen TV sets and other AV devices.
We expect many of the trends that drove spending last year to continue over the first half of 2011. Banks are increasingly willing to extend credit, and the unemployment rate is decreasing, contributing to our bullish view of the Chilean consumer.
The fundamentals of rising household penetration of many digital devices, plus growing affordability consumer electronics market is expected to grow at a CAGR of 67.7% to US$3.2bn by 2015.
Computers Computer hardware accounted for around45% of Chile’s consumer electronics spending in 2009, with PC penetration still below 20%. BMI forecasts Chilean domestic market computer hardware sales (including notebooks and accessories) of US$1.1bn in 2011.
Shipments bounced back strongly in the first half of 2010, compared with the same period of the previous year, boosted by unplanned enterprise spending in the wake of the earthquake. Computer hardware CAGR for the 2011-2015period is forecast at about 9.6%, driven by sales of notebooks and netbooks.
AV Devices AV devices accounted for around 44% of Chile’s consumer electronics spending in2009. Chile’s domestic AV device market is projected at US$1.0bn in 2011.Following a deceleration in growth in 2009, sales of flat-screen TV sets are projected to drive AV spending to increase at a CAGR of 6.6% between2011 and 2015, as Chile implements its transition towards digital broadcasting.
Mobile Handsets Mobile handset sales accounted for around 11% of Chile’s consumer electronics spending in 2009. Chile’s market handset sales are expected to grow at a CAGR of 4.3% to US$326mnin 2015, as mobile subscriber penetration reaches 121%. New operators, product and services innovation as well as expanded rural coverage will be among potential drivers of handset sales. Sales will be increasingly dominated by there placement market, with growing demand smart phones and 3G handsets.
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