Abstract
Bulgaria’s domestic consumer electronics devices market, defined as
including computing devices, mobile handsets and video audio and gaming
products, is projected to be worth around US$1.1bn in 2009. For much of
2008, demand held up fairly well, but 2009 is set to be a more difficult year
for Bulgarian consumers, with flat or negative growth in some product
categories. Despite the slower growth in consumer spending forecast for
2009 and 2010, demand is projected to increase at a compound annual growth
rate (CAGR) of 9.1% to US$1.6bn by 2013, driven by the growing popularity
of notebook computers, and of digital TV sets, and by rising incomes following
EU accession in 2007.
Computers
Computer hardware accounted for around 42% of Bulgarian consumer electronics spending in 2008 and will
continue to be the largest product segment. BMI forecasts Bulgarian
domestic market computer sales (including notebooks and accessories)
of US$400mn in 2009, up from US$350mn in 2008. Computer hardware CAGR
for the 2008-2013 period is forecast at about 13%, driven by sales of
notebooks and netbooks.
AV
AV devices accounted for around 33% of Bulgarian consumer electronics spending in 2008. Growth drivers will
include LCD and plasma TV sets, portable media devices and Blu-Ray
format DVD players, with a CAGR of 3.6% projected for 2009-2013,
against a background of the country’s move towards digital TV
services.
Mobile Handsets
Mobile handset sales accounted for around 24% of Bulgarian consumer electronics spending in 2008.
Bulgarian market handset revenues are expected to dip into negative
territory in 2009, before growing at a CAGR of 10% to US$347mn in
2013, as mobile subscriber penetration reaches 165%. Sales will be
dominated by the replacement market, with steadily growing demand for
3G handsets.
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