Germany Consumer Electronics Report Q2 2016
BMI View: We are anticipating a degree of calm to enter the German consumer electronics market over thecourse of our forecast period to 2020 as a result of currency stabilisation. The maturity of the market, withhigh levels of household penetration and multiple device penetration in most key markets, means volumegrowth will be subdued even as confidence returns. We are, however, considerably more bullish regardingpremium device sales in Germany over the medium term, a view supported by our analysis of householdincome trends and patterns of vendor innovation. Downside risks to this core scenario include the potentialfor a hard landing in China or a deterioration of the security situation in Europe.
Latest Updates And Industry Developments
Computer Hardware Sales: USD23.6bn in 2016 to USD32.0bn in 2020. After weak performance in2015 we expect a gradual medium-term recovery in hardware spending, particularly in the premiummarket. However, PC volume growth rates will on the whole remain subdued as a result of the maturityof the market.
AV And Gaming Sales: USD10.1bn in 2016 to USD11.5bn in 2020. AV demand growth will continueto underperform over the medium term, with the digital camera market on permanently lower trajectorydue to proliferation of multifunctional smartphone ownership.
Mobile Handset Sales: USD12.1bn in 2016 to USD12.7bn in 2020. Increased saturation of thesmartphone market means the boom has passed in Germany, and growth will be substantially slower overthe medium term. There is, however, some upside through potential for expansion of the premiumsmartphone market and for wearable devices to gain mass market traction.
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