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Indonesia Consumer Electronics Report Q4 2011
Business Monitor International, Aug 2011, Pages: 50
Business Monitor International's 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$9.7bn in 2011. This is expected to increase to US$16.5bn by 2015, driven by growing affordability of key products and an expanding number of electronics retail outlets.
Spending is forecast to grow around 19% in 2011, driven by economic growth and strong demand for smartphones and flat-panel TV sets. Rising incomes and lower interest rates and unemployment will help to drive consumer demand for electronics products. The Indonesian consumer electronics market remains dominated by consumers in the major cities.
Demand is projected to advance at a CAGR of about 14% through to 2015, but the influx of cheap Chinese products has intensified following the start of the China-ASEAN Free Trade Agreement (CAFTA) on January 1 2010.
Computers
Computer hardware accounted for about 42% of Indonesia’s consumer electronics spending in 2010. BMI projects Indonesian PC sales of US$3.1bn in 2011, up from US$2.6bn in 2010. Computer hardware CAGR for the 2011-2015 period is forecast at about 16%, driven 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.
AV Devices
AV devices accounted for about 35% of Indonesian consumer electronics spending in 2010. Indonesia’s domestic AV device market is projected at US$3.6bn in 2011. The market is expected to grow at a CAGR of 18% between 2011-2015, to a value of US$6.9bn 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 23% of consumer electronics spending in 2010, 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 28.2mn units in 2015 as mobile subscriber penetration reaches 145%. Sales remain dominated by mass market phones, but there has also been a surge in demand for smartphones.
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