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Thailand Consumer Electronics Report Q3 2011
Business Monitor International, May 2011, Pages: 47
Thailand Consumer Electronics Report provides industry professionals and strategists, corporate analysts, electronics associations, government departments and regulatory bodies with independent forecasts and competitive intelligence on Thailand's consumer electronics industry.
Thailand's consumer electronics devices market, defined as the addressable market for computing devices, mobile handsets and AV products, is projected at about US$8.3bn in 2011. This is expected to increase at a CAGR of about 7% to US$11.4bn by 2015, driven by the growing affordability and popularity of flat-screen TV sets, low-cost smartphones and other digital lifestyle products.
In 2011, consumer electronics spending is expected to grow 13%, driven by an improving economy, and salary increases for civil servants and others. Government support through consumers through initiatives such as the Pracha Wiwat programme should help to boost consumer disposable incomes and consumer confidence. In 2010, demand for consumer electronics devices recovered strongly after political turmoil had earlier affected sales of smartphones and some other high-end products.
Computer hardware accounted for about 53% of Thai consumer electronics spending in 2010. BMI forecasts Thai domestic market computer hardware sales (including notebooks and accessories) of US$4.4 bn in 2011. The computer hardware CAGR for the 2011-2015 period is forecast at about 6%, in the context of a currently low PC penetration rate of below 20% and which is expected to pass 25% by 2015. Drivers will include growing affordability of notebooks, wireless networking capabilities and government programmes.
AV devices accounted for about 34% of Thailand's consumer electronics spending in 2010. The Thai domestic AV device market is projected to be worth US$2.8bn in 2011. With relatively low penetration of both flat panel TV sets and digital cameras, the market is expected to grow to US$4.1b in 2015. The average sales price of an LCD TV set continued to fall in 2010, thanks to price competition, particularly in the 32-inch under and below segment.
Mobile handset sales accounted for about 13% of Thai consumer electronics spending in 2010. Thai market handset sales are expected to grow at a CAGR of about 6% to US$1.4bn in 2015, as mobile subscriber penetration reaches 129%. Sales are dominated by lower priced mass market phones, but there will be growing demand for smartphones, with 2011 sales forecast at around 300,000 units per month.
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