Hungary Consumer Electronics Report Q1 2015

Business Monitor International
November 19, 2014
72 Pages - SKU: BMI5388604
Countries covered: Hungary

Hungary Consumer Electronics Report Q1 2015

BMI View: The Hungarian consumer electronics market has suffered from the challenging economicenvironment in Hungary in recent years but demand recovered in 2014 as a result of technology trends, iebooming tablet and smartphone sales, as well as the fact upgrade demand was brought forward by thewithdrawal of XP support and the FIFA World Cup. Although several macroeconomic indicators areexpected to continue to strengthen in 2015, the depreciation of the forint against the US dollar will meantrading conditions remain challenging and we expect demand to contract in US dollar terms in 2015.
Despite the ongoing drag on growth, we believe the Hungarian market retains the potential for mediumtermgrowth. Home computer penetration remains low compared with peer group countries while internetpenetration is also relatively low as a percentage of households. Meanwhile, in the handset market,consumers are increasingly becoming data-centric, offering scope for smartphone adoption as vendors offerlow-cost devices.

Headline Expenditure Projections

Computer Hardware Sales: USD934mn in 2014 to USD875mn in 2015, a decrease of 6.4%.Depreciation of the forint will weigh on demand in 2015, exacerbated by the fact considerable desktopupgrade demand was brought forward by the withdrawal of support for the XP OS in 2014.



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