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Country Report

Consumer Electronics in Germany

| Pages: 83

Price: US$1,900

About this Report

EXECUTIVE SUMMARY

With optimism comes growth in consumer electronics

Despite the constant uncertainty in regards to economic developments in Europe due to the continuous struggles of members within the Eurozone and the rather careful estimations for Germany’s GDP growth in 2013, consumers continue to have faith in the German economy; likewise their jobs and financial security, which they prove with an unbroken willingness to spend money rather than to save it. The consumer electronics market is one of many that profits from the steady increase of private consumption as well as the driving power of innovation within its major categories, showing growth especially in value terms in 2012 and 2013.

Everything is connected

In 2013, mobility and flexibility remain important key words in contemporary German society. In these fast-paced times, with people working and travelling a lot, they feel the need to be connected to friends, business partners, and family members at all times. In addition, increasing workloads and less spare time intensify the demand for technologies that take over or at least support the completion of daily tasks, such as shopping or making appointments. Innovative mobile services, especially available for devices like smartphones and tablets, but also already integrated in others like TVs, in-car systems or household appliances, allow constant connectivity to each other, the internet and other services, thereby granting remote controlled or even automated manageability of everyday activities – turning respective tools and devices into necessities and driving sales in those categories.

Innovation drives the market – OLED TVs, tablets and e-readers show fastest growth

With the final introduction of the first OLED TVs, which are far more energy efficient solutions in terms of flat screen TVs, including the most innovative technologies such as highly advanced 3D features and an increased integrity in order to fulfil requirements of a connected home solution, it is no surprise that despite their relatively high unit prices, OLED TVs show the fastest growth in demand in 2013. The second and third ranks in terms of volume sales performance are held by e-readers and tablet PCs, which keep spiking consumers’ interest with a high level of innovation and technological benefits to ease people’s everyday lives.

Specialist retailers successfully prevail in times of growing M-Commerce

Apps, technologies and services for mobile devices facilitating online purchases and pushing trends like M-Commerce continue to strongly contribute to the increase in online sales, thereby supporting the rapid growth of market shares for internet retailers. Nevertheless, consumers still appreciate the personal and individual contact and services only store-based retailers can offer them so far. Especially in consumer electronics, where explanations and consulting are important for many customers in order to make an informed purchasing decision, specialist retailers still hold the sceptre and reign over the market in terms of value and volume sales shares.

Older technologies and products set to slow down future growth

Consumer electronics is one of the most versatile and volatile markets, innovation and constant development are keys to success and growth. As numerous out-dated products, such as analogue cameras and digital camcorders, for example, show a constant and partially rapid decline in consumer demand they negatively affect the consumer electronics market’s overall growth. Decreasing unit prices are also strongly driven by companies trying to sell old technologies by dumping prices, but also, the harsh competition and ensuing price battles further threaten value sales growth, leading to a slowdown in the overall market from 2014.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Consumer Electronics industry in Germany with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Consumer Electronics industry in Germany, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Germany for free:

The Consumer Electronics in Germany market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Consumer Electronics in Germany?
  • What is the fastest growing product category?
  • What consumer electronics segments are growing the fastest?
  • What are the major technology trends in new consumer electronics products?
  • How has the economic downturn shaped consumer purchasing behavior when it comes to consumer electronics?
  • How has the economic downturn shaped consumer purchasing behavior when it comes to consumer electronics?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Electronics market research database.

Table of Contents

Consumer Electronics in Germany - Industry Overview

EXECUTIVE SUMMARY

With optimism comes growth in consumer electronics

Everything is connected

Innovation drives the market – OLED TVs, tablets and e-readers show fastest growth

Specialist retailers successfully prevail in times of growing M-Commerce

Older technologies and products set to slow down future growth

KEY TRENDS AND DEVELOPMENTS

German market defined by slight growth and strong optimism

The young and the restless – demographic and societal changes impact the market

Internet shops – the next big retailing channel?

E goes M – the final transition to successful Mobile Commerce

Size does matter – the internationalisation of the German market

MARKET DATA

  • Table 1 Sales of Consumer Electronics by Category: Volume 2007-2012
  • Table 2 Sales of Consumer Electronics by Category: Value 2007-2012
  • Table 3 Sales of Consumer Electronics by Category: % Volume Growth 2007-2012
  • Table 4 Sales of Consumer Electronics by Category: % Value Growth 2007-2012
  • Table 5 NBO Company Shares of Consumer Electronics: % Volume 2008-2012
  • Table 6 LBN Brand Shares of Consumer Electronics: % Volume 2009-2012
  • Table 7 Distribution of Consumer Electronics by Format: % Volume 2007-2012
  • Table 8 Forecast Sales of Consumer Electronics by Category: Volume 2012-2017
  • Table 9 Forecast Sales of Consumer Electronics by Category: Value 2012-2017
  • Table 10 Forecast Sales of Consumer Electronics by Category: % Volume Growth 2012-2017
  • Table 11 Forecast Sales of Consumer Electronics by Category: % Value Growth 2012-2017

SOURCES

  • Summary 1 Research Sources

Consumer Electronics in Germany - Company Profiles

Euronics Deutschland eG in Consumer Electronics (Germany)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 Euronics Deutschland eG: Key Facts
  • Summary 3 Euronics Deutschland eG: Operational Indicators

COMPANY BACKGROUND

  • Chart 1 Euronics Deutschland eG: Euronics in Berlin

INTERNET STRATEGY

PRIVATE LABEL

COMPETITIVE POSITIONING

  • Summary 4 Euronics Deutschland eG: Competitive Position 2012

Loewe AG in Consumer Electronics (Germany)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 5 Loewe AG: Key Facts
  • Summary 6 Loewe AG: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 7 Loewe AG: Competitive Position 2012

Medion AG in Consumer Electronics (Germany)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 8 Medion AG: Key Facts
  • Summary 9 Medion AG: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 10 Medion AG: Competitive Position 2012

Rewe Unterhaltungselektronik GmbH in Consumer Electronics (Germany)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 11 Rewe Unterhaltungselektronik GmbH: Key Facts
  • Summary 12 Rewe Unterhaltungselektronik GmbH: Operational Indicators

COMPANY BACKGROUND

  • Chart 2 Rewe Unterhaltungselektronik GmbH: ProMarkt in Potsdam, Brandenburg

INTERNET STRATEGY

PRIVATE LABEL

COMPETITIVE POSITIONING

  • Summary 13 Rewe Unterhaltungselektronik GmbH: Competitive Position 2012

Computers and Peripherals in Germany - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 12 Sales of Computers by Category: Business Volume 2007-2012
  • Table 13 Sales of Computers by Category: Business Value MSP 2007-2012
  • Table 14 Sales of Computers by Category: % Business Volume Growth 2007-2012
  • Table 15 Sales of Computers by Category: % Business Value MSP Growth 2007-2012
  • Table 16 Forecast Sales of Computers by Category: Business Volume 2012-2017
  • Table 17 Forecast Sales of Computers by Category: Business Value MSP 2012-2017
  • Table 18 Forecast Sales of Computers by Category: % Business Volume Growth 2012-2017
  • Table 19 Forecast Sales of Computers by Category: % Business Value MSP Growth 2012-2017
  • Table 20 Tablets by Operating System 2010-2014
  • Table 21 Sales of Computers and Peripherals by Category: Volume 2007-2012
  • Table 22 Sales of Computers and Peripherals by Category: Value 2007-2012
  • Table 23 Sales of Computers and Peripherals by Category: % Volume Growth 2007-2012
  • Table 24 Sales of Computers and Peripherals by Category: % Value Growth 2007-2012
  • Table 25 NBO Company Shares of Computers and Peripherals: % Volume 2008-2012
  • Table 26 LBN Brand Shares of Computers and Peripherals: % Volume 2009-2012
  • Table 27 Distribution of Computers and Peripherals by Format: % Volume 2007-2012
  • Table 28 Forecast Sales of Computers and Peripherals by Category: Volume 2012-2017
  • Table 29 Forecast Sales of Computers and Peripherals by Category: Value 2012-2017
  • Table 30 Forecast Sales of Computers and Peripherals by Category: % Volume Growth 2012-2017
  • Table 31 Forecast Sales of Computers and Peripherals by Category: % Value Growth 2012-2017

Home Audio and Cinema in Germany - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 32 Sales of Home Audio and Cinema by Category: Volume 2007-2012
  • Table 33 Sales of Home Audio and Cinema by Category: Value 2007-2012
  • Table 34 Sales of Home Audio and Cinema by Category: % Volume Growth 2007-2012
  • Table 35 Sales of Home Audio and Cinema by Category: % Value Growth 2007-2012
  • Table 36 NBO Company Shares of Home Audio and Cinema: % Volume 2008-2012
  • Table 37 LBN Brand Shares of Home Audio and Cinema: % Volume 2009-2012
  • Table 38 Distribution of Home Audio and Cinema by Format: % Volume 2007-2012
  • Table 39 Forecast Sales of Home Audio and Cinema by Category: Volume 2012-2017
  • Table 40 Forecast Sales of Home Audio and Cinema by Category: Value 2012-2017
  • Table 41 Forecast Sales of Home Audio and Cinema by Category: % Volume Growth 2012-2017
  • Table 42 Forecast Sales of Home Audio and Cinema by Category: % Value Growth 2012-2017

Home Video in Germany - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 43 Sales of LCD TVs by Screen Type 2012-2017
  • Table 44 Digital TVs Network Connectivity 2012-2017
  • Table 45 Sales of Home Video by Category: Volume 2007-2012
  • Table 46 Sales of Home Video by Category: Value 2007-2012
  • Table 47 Sales of Home Video by Category: % Volume Growth 2007-2012
  • Table 48 Sales of Home Video by Category: % Value Growth 2007-2012
  • Table 49 Sales of LCD TVs by Type: % Volume 2009-2012
  • Table 50 Sales of OLED TVs by Type: % Volume 2009-2012
  • Table 51 Sales of Plasma TVs by Type: % Volume 2009-2012
  • Table 52 NBO Company Shares of Home Video: % Volume 2008-2012
  • Table 53 LBN Brand Shares of Home Video: % Volume 2009-2012
  • Table 54 Distribution of Home Video by Format: % Volume 2007-2012
  • Table 55 Forecast Sales of Home Video by Category: Volume 2012-2017
  • Table 56 Forecast Sales of Home Video by Category: Value 2012-2017
  • Table 57 Forecast Sales of Home Video by Category: % Volume Growth 2012-2017
  • Table 58 Forecast Sales of Home Video by Category: % Value Growth 2012-2017
  • Table 59 Forecast Sales of LCD TVs by Type: % Volume 2012-2017
  • Table 60 Forecast Sales of OLED TVs by Type: % Volume 2012-2017
  • Table 61 Forecast Sales of Plasma TVs by Type: % Volume 2012-2017

Imaging Devices in Germany - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 62 Cameras by Type
  • Table 63 Sales of Imaging Devices by Category: Volume 2007-2012
  • Table 64 Sales of Imaging Devices by Category: Value 2007-2012
  • Table 65 Sales of Imaging Devices by Category: % Volume Growth 2007-2012
  • Table 66 Sales of Imaging Devices by Category: % Value Growth 2007-2012
  • Table 67 NBO Company Shares of Imaging Devices: % Volume 2008-2012
  • Table 68 LBN Brand Shares of Imaging Devices: % Volume 2009-2012
  • Table 69 Distribution of Imaging Devices by Format: % Volume 2007-2012
  • Table 70 Forecast Sales of Imaging Devices by Category: Volume 2012-2017
  • Table 71 Forecast Sales of Imaging Devices by Category: Value 2012-2017
  • Table 72 Forecast Sales of Imaging Devices by Category: % Volume Growth 2012-2017
  • Table 73 Forecast Sales of Imaging Devices by Category: % Value Growth 2012-2017

In-Car Entertainment in Germany - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 74 Sales of In-Car Entertainment by Category: Volume 2007-2012
  • Table 75 Sales of In-Car Entertainment by Category: Value 2007-2012
  • Table 76 Sales of In-Car Entertainment by Category: % Volume Growth 2007-2012
  • Table 77 Sales of In-Car Entertainment by Category: % Value Growth 2007-2012
  • Table 78 NBO Company Shares of In-Car Entertainment: % Volume 2008-2012
  • Table 79 LBN Brand Shares of In-Car Entertainment: % Volume 2009-2012
  • Table 80 Distribution of In-Car Entertainment by Format: % Volume 2007-2012
  • Table 81 Forecast Sales of In-Car Entertainment by Category: Volume 2012-2017
  • Table 82 Forecast Sales of In-Car Entertainment by Category: Value 2012-2017
  • Table 83 Forecast Sales of In-Car Entertainment by Category: % Volume Growth 2012-2017
  • Table 84 Forecast Sales of In-Car Entertainment by Category: % Value Growth 2012-2017

Mobile Phones in Germany - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 85 Smartphones by Operating System 2009-2014
  • Table 86 Mobile Phones by Type of Contract 2007-2012
  • Table 87 Sales of Mobile Phones: Volume 2007-2012
  • Table 88 Sales of Mobile Phones: Value 2007-2012
  • Table 89 Sales of Mobile Phones: % Volume Growth 2007-2012
  • Table 90 Sales of Mobile Phones: % Value Growth 2007-2012
  • Table 91 NBO Company Shares of Mobile Phones: % Volume 2008-2012
  • Table 92 LBN Brand Shares of Mobile Phones: % Volume 2009-2012
  • Table 93 Distribution of Mobile Phones by Format: % Volume 2007-2012
  • Table 94 Forecast Sales of Mobile Phones: Volume 2012-2017
  • Table 95 Forecast Sales of Mobile Phones: Value 2012-2017
  • Table 96 Forecast Sales of Mobile Phones: % Volume Growth 2012-2017
  • Table 97 Forecast Sales of Mobile Phones: % Value Growth 2012-2017

Portable Players in Germany - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 98 Sales of Portable Players by Category: Volume 2007-2012
  • Table 99 Sales of Portable Players by Category: Value 2007-2012
  • Table 100 Sales of Portable Players by Category: % Volume Growth 2007-2012
  • Table 101 Sales of Portable Players by Category: % Value Growth 2007-2012
  • Table 102 NBO Company Shares of Portable Players: % Volume 2008-2012
  • Table 103 LBN Brand Shares of Portable Players: % Volume 2009-2012
  • Table 104 Distribution of Portable Players by Format: % Volume 2007-2012
  • Table 105 Forecast Sales of Portable Players by Category: Volume 2012-2017
  • Table 106 Forecast Sales of Portable Players by Category: Value 2012-2017
  • Table 107 Forecast Sales of Portable Players by Category: % Volume Growth 2012-2017
  • Table 108 Forecast Sales of Portable Players by Category: % Value Growth 2012-2017

Segmentation

This market research report includes the following:

  • Consumer Electronics
    • Computers and Peripherals
      • Computers
        • Desktops
        • Portable Computers
          • Laptops
          • Netbooks
          • Tablets and Other Portable Computers
      • Peripherals
        • Monitors
        • Printers
    • In-Car Entertainment
      • In-Dash Media Players
        • In-Dash Audio Players
        • In-Dash Video Players
      • In-Car Navigation
      • In-Car Speakers
    • In-Home Consumer Electronics
      • Home Audio and Cinema
        • Audio Separates
        • Digital Media Player Docks
        • Hi-Fi Systems
        • Home Cinema and Speaker Systems
        • Speakers
        • Other Home Audio and Cinema
      • Home Video
        • Televisions
          • Analogue TVs
          • Digital TVs
            • LCD TVs
            • OLED TVs
            • Plasma TVs
            • Other Digital TVs
          • TV Combis
        • Video Players
          • BD Players
          • Combi Players
          • DVD Players
          • Video Recorders
    • Portable Consumer Electronics
      • Imaging Devices
        • Cameras
          • Analogue Cameras
          • Digital Cameras
        • Camcorders
          • Analogue Camcorders
          • Digital Camcorders
          • HD Camcorders
      • Portable Players
        • E-Readers
        • Portable Media Players
          • Portable MP3 Players
          • Portable Multimedia Players
          • Other Portable Media Players
      • Mobile Phones
        • Feature Phones
        • Smartphones

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market Sizes
  • Company Shares
  • Brand Shares
  • Distribution
  • Pricing
  • Analysis by Type
  • Contract Vs Others
  • Digital TVs Network Connectivity
  • Possession Rates
  • LCD TVs by Screen Type
  • Replacement Cycles
  • Smartphones by Operating System
  • Tablets by Operating System
  • Penetration Rates

Market size details:

  • Retail volume
  • Retail volume % growth
  • Retail volume per capita
  • Retail value retail selling price % growth
  • Retail value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Business volume
  • Business volume % growth
  • Business volume per capita
  • Business value manufacturer selling price % growth
  • Business value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Business value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail and business volume
  • Retail and business volume % growth
  • Retail and business volume per capita

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