Turkey Consumer Electronics Report Q2 2012
Business Monitor International, February 2012, Pages: 53
Turkey Consumer Electronics Report provides industry professionals and strategists, corporate analysts, electronics associations, government departments and regulatory bodies with independent forecasts and competitive intelligence on Turkey's consumer electronics industry.
Turkey’s domestic consumer electronic device market, defined as the addressable market for computing devices, mobile handsets and video, audio and gaming products, is projected to be worth about US$9.2bn in 2012. Demand is expected to increase at a compound annual growth rate (CAGR) of 15.1% to US$16.1bn by 2016, driven by growing popularity of digital lifestyle devices such as LCD TV sets, notebook computers and digital cameras, as well as rising incomes and lower prices.
BMI has downwardly revised its consumer electronics market forecast for 2012, due to faltering economic activity and confidence levels. In 2011 the consumer electronic market benefited from the strong purchasing power of the Turkish consumer. However, there was some evidence that authorities’ attempts to curb demand was beginning to work and consumer loan growth had already begun to show signs of moderation, albeit modest, by mid-2011.
BMI believes the macroeconomic fundamentals are supportive of ongoing growth in Turkish consumer electronics spending. Digital camera penetration is expected to reach 80% in 2012 and PC penetration is projected to reach 33% by 2016, while mobile subscriber penetration has reached 90%.
Computers Computer hardware accounted for about 60% of Turkey’s consumer electronics spending in 2011 and will continue to be the largest product segment. BMI forecasts Turkish computer hardware sales of US$5.7bn in 2012, up from US$5.1bn in 2011. Computer hardware CAGR for the 2012-2016 period is forecast at about 18.0%, in the context of sub-20% PC penetration and driven by sales of notebooks and netbooks.AV Devices AV devices accounted for about 20% of Turkey’s consumer electronics spending in 2011. Turkey’s domestic AV device market is estimated at US$1.9bn in 2012. Turkey’s evolution towards digital TV services will help drive a 2012-2016 CAGR of 6.9%, with video devices such as TV sets, digital cameras and VCR players accounting for more than 80% of demand.
Mobile Handsets Mobile handset sales accounted for about 20% of Turkey’s consumer electronics spending in 2011. Turkey’s market handset sales are expected to grow at a CAGR of 13.9% to US$3.0bn in 2016. Sales will be dominated by the replacement market, with smartphones accounting for about 40% of Turkish handset market revenue in 2011. Smartphones face competition, however, from operator plans that offer subscribers USB-modem notebook and tablets bundled with mobile data plans.
Executive Summary
SWOT Analysis
Turkey Consumer Electronics Market SWOT
Turkey Political SWOT
Turkey Economic SWOT
Turkey Business Environment SWOT
Business Environment Ratings
Regional Consumer Electronics Risk/Reward Ratings, Q2 2012
Consumer Electronics Market
Computers
Table: PC Sales, 2009-2016
AV
Table: AV Sales, 2009-2016
Mobile Handsets
Table: Mobile Communications, 2009-2016
Consumer Electronics Industry
Table: Turkey Electronics Industry – Key Metrics (US$)
Table: Exports (US$mn)
Industry Forecast Scenario
Consumer Electronics Market
Table: Consumer Electronics Overview, 2009-2016
Industry Developments
Macroeconomic Forecast
Table: Turkey - Economic Activity
Competitive Landscape
Computers
Handsets
AV
Domestic Company Monitor
Vestel Electronics
Grundig
Indeks Bilgisayar
BMI Methodology
How We Generate Our Industry Forecasts
Electronics Industry
Sources
- Vestel Electronics
- Grundig
- Indeks Bilgisayar
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