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Chile Consumer Electronics Report Q1 2012
Business Monitor International, Jan 2012, Pages: 47
Business Monitor International's 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 about US$3.0bn in 2012. The market bounced back strongly in 2010 and many of the trends that drove consumer electronics spending then continued over H111.
Spending on devices such as PCs, flat-screen TV sets and smartphones is set to grow further in 2012 as wealth rises across the country. Banks are increasingly willing to extend credit, and the unemployment rate is decreasing, but other leading indicators support our view of cooling domestic demand. With the fundamentals of rising household penetration of many digital devices, plus growing affordability, the consumer electronics market is expected to grow at a CAGR of 5.9% to US$3.8bn by 2016.
Computers
Computer hardware accounted for about 44% of Chile’s consumer electronics spending in 2011, with PC penetration still below 25%. BMI forecasts Chilean domestic market computer hardware sales (including notebooks and accessories) of US$1.3bn in 2012. Shipments bounced back strongly in H111, 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 2012-2016 period is forecast at about 6.3%, driven by sales of notebooks and netbooks. AV devices accounted for about 44% of Chile’s consumer electronics spending in 2011. Chile’s domestic AV device market is projected at US$1.3bn in 2012. Following solid growth in 2011, sales of flat-screen TV sets are projected to drive AV spending to increase at a CAGR of 5.6% between 2012 and 2016, as Chile implements its transition towards digital broadcasting.
Mobile Handsets
Mobile handset sales accounted for about 12% of Chile’s consumer electronics spending in 2011. Chile’s market handset sales are expected to grow at a CAGR of 5.7% to US$455mn in 2016, as mobile subscriber penetration reaches 139%. 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 the replacement market, with growing demand smartphones and 3G handsets.
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