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South Africa Consumer Electronics Report Q1 2012
Business Monitor International, Dec 2011, Pages: 52
South Africa’s consumer electronics devices market, defined as the addressable market for computing devices, mobile handsets and video, audio and gaming products, is projected at US$9.4bn in 2012. This is expected to increase to US$13.5bn by 2016, driven by demographics, product innovation, rising incomes and rising computer penetration.
The relative buoyancy of the retail sector was evident in H111, but there is a possibility that rising inflation could dampen consumer demand due to vulnerabilities such as high personal debt levels. While we acknowledge these concerns, we hold to our view that the market will continue to enjoy a revival through the course of the year, aided by low interest rates, declining unemployment (albeit slowly) and higher real wages. Vendors will focus increasingly on more affluent consumers and new high-end product categories such as smartphones and 3D TV.
Computers
Computer hardware accounted for about 63% of South African consumer electronics spending in 2011. BMI projects South African domestic market computer hardware sales of US$5.9bn in 2012, up from US$5.3bn in 2011.
Computer hardware’s compound annual growth rate (CAGR) for 2012-2016 is forecast at about 10%, as a result of rising computer penetration, falling prices and vendor and retailer promotions.
AV
AV devices accounted for about 16% of South Africa’s consumer electronics spending in 2011. South Africa’s domestic AV device market is projected at US$1.5bn in 2012. This market is also expected to grow at a CAGR of 6% between 2012 and 2016, to a value of US$1.9bn, driven by new technologies and digital TV transition, which is due to be completed by 2016. Vendors will focus on high-growth new product categories such as internet-enabled TV sets and 3D TV.
Mobile Handsets
Mobile handset sales accounted for 16% of South Africa’s consumer electronics spending in 2011. South African handset sales are expected to grow at a CAGR of 10% to US$2.9bn by 2016, when mobile subscriber penetration is expected to be about 129%. The replacement market will be increasingly important and demand for 3G handsets has exceeded expectations, while lower prices have boosted sales of smartphones.
Business Monitor International's South Africa Consumer Electronics Report provides industry professionals and strategists, corporate analysts, electronics associations, government departments and regulatory bodies with independent forecasts and competitive intelligence on South Africa's consumer electronics industry.
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