Abstract
South Africa’s consumer electronics devices market, defined as the
addressable market for computing devices, mobile handsets and video, audio
and gaming products, is projected to increase at a compound annual growth
rate (CAGR) of 10% to US$9.2bn by 2013, driven by product innovation,
demographic trends, rising incomes and rising computer, internet and
mobile subscriber penetration. In H109 growth decelerated as a result of
the global economic situation and the consumer is likely to be under
pressure until at least 2010. BMI projects that consumer electronics spending
growth will be just 3% in 2009, compared with a double-digit advance in
2008. However, BMI forecasts that per capita consumer electronics spending
will grow at a 9% CAGR to reach US$180 by 2013, from US$129 in 2009.
Computers
Computer hardware accounted for around 68% of South African
consumer electronics spending in 2008. BMI projects South African domestic
market computer sales (including notebooks and accessories) of US$3.86bn
in 2009, up from US$3.83bn in 2008. Computer hardware CAGR for the
2009-2013 period is forecast at about 10%, with small form factor netbooks
extending the PC market to lower-income tiers.
AV
AV devices accounted for around 13% of South Africa’s consumer electronics spending
in 2008. South Africa’s domestic AV device market is projected at
US$1.1bn this year. The market is expected to grow at a CAGR of 10%
between 2009-2013, to a value of US$1.6bn in that year, driven by new
technologies and digital TV broadcasting migration, due to be completed by
2011.
Mobile Handsets
Mobile handset sales accounted for around 19% of South Africa’s consumer electronics spending in 2008. South
African market handset sales are expected to grow at a CAGR of 10% to US$2.0bn
in 2013, as mobile subscriber penetration reaches 130%. The replacement
market will be increasingly important, with growing niche demand for
smartphones and 3G handsets, and 6mn 3G subscribers by 2013.
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