Germany is a large and lucrative consumer electronics market, albeit with a relatively frugal consumption culture that means average selling prices are lower than the most lucrative European device markets. However, the growth potential of the device market is severely limited due to saturation across all three segments, which along with a declining working age population and sluggish economic growth, informs our forecast for total device spending to contract at a CAGR of -0.6% over 2016-2020.
Latest Updates And Industry Developments
- Computer hardware sales: USD19.5bn in 2016 to USD19.1bn in 2020. A saturated PC market and the threat of tablet cannibalization by smartphones is behind our low-growth outlook.
- AV and gaming sales: USD10.8bn in 2016 to USD10.6bn in 2020. After a protracted period of substantial declines in spending over 2011-2015 the AV market is forecast to stabilize, with a fluctuation around international football tournaments that act as a TV set upgrade trigger.
- Mobile handset sales: USD11.5bn in 2016 to USD11.0bn in 2020. The smartphone upgrade boom has passed in Germany, and with a drop-off in first-time buyer numbers the market is forecast to contract in 2017 and 2018 before returning to modest growth in the final years of the forecast period.
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