Abstract
Brazil’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$19.9bn in 2009. Consumer
electronics retailers were feeling the pressure in Q109, as a result of the
economic slowdown, after the market had continued to perform strongly last
year. Despite slower growth in some product categories in 2009, demand is
subsequently expected to increase at a CAGR of 9.3% to US$28.5bn by 2013,
driven by growing popularity of LCD TV sets, notebook computers, digital
cameras and other key products, and by rising incomes and lower prices.
Computers
Computer hardware accounted for around 53% of Brazilian
consumer electronics spending in 2008, with PC penetration at around
25%. BMI forecasts Brazil’s computer hardware sales (including
notebooks and accessories) of US$10.8bn in 2009, up from US$10.2bn in
2008. Computer hardware CAGR for the 2009- 2013 period is forecast at
about 11.7%, driven by sales of notebooks and netbooks.
AV Devices
AV devices accounted for around 24% of Brazil’s consumer
electronics spending in 2008. Brazil’s domestic AV device market
is projected at around US$4.7bn this year. Digital TV set sales will be
the main driver of a projected 2009-2013 CAGR of 8.8%, with other
growth drivers including digital cameras and portable media
devices.
Mobile Handsets
Mobile handset sales accounted for around 24% of Brazilian consumer electronics spending in 2008. Brazil’s
market handset sales are expected to grow at a CAGR of 6.1% to US$5.7bn
in 2013, with mobile subscriber penetration passing 100% in 2011.
Sales will be dominated by the replacement market, with growing demand
for smartphones and 3G handsets.
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