Executive Summary

Aug 2019
PROSPECTS
Gaming offers lifeline to producers of monitors and desktops

Both monitors and desktops continued to record retail volume declines in Australia in 2019. Desktops experienced an ongoing struggle due to technological improvements with consumers relying on portable devices such as tablets, laptops and smartphones for their multifunctional abilities.

Government contracts and flexible working conditions support business sales

Although holding lower volume share within their respective categories compared to retail, both laptops and tablets recorded stronger performances in business volume growth terms in 2019. Companies are increasingly looking to improve and facilitate better working conditions for their employees, with policies such as working from home driving demand for more portable devices.

Tablets slowly losing popularity to convertible laptops

Tablets remained the largest category within computers in retail volume terms in 2019, as Australians appreciate its small portable and affordable format compared to many laptops, in addition to its “2-in-1” ability to offer touchscreen technology negating the need for a physical keyboard. It also offers parents a more entry-level device for children entering this market rather than investing in a larger more expensive laptop.

COMPETITIVE LANDSCAPE
Apple’s reliance on tablets may lead to losses over forecast period

Apple strengthened its lead of computers and peripherals in Australia in 2019, gaining retail volume share in desktops and tablets with the latter supported by the reputation of its iPad with growth opportunities within Australia’s education sector, with Apple targets students when launching new iPads as some of the features include applications that help students access school resources and interact better with learning materials. However, its performance within laptops was much weaker with stagnating sales for MacBook.

Microsoft’s constant innovative launches lead to further share gain

Microsoft Australia continued to perform well within computers in 2019, gaining further retail volume share and recording the strongest performance in volume growth terms. The company continued to benefit from its new Microsoft Surface range after the launch of the Surface Pro tablet, which targets the premium end of the category, performing well considering tablets’ ongoing decline in retail sales.

Asus aims to recoup losses by capitalising on gaming trend

In line with the gaming trend which is gaining momentum in Australia and in an attempt to turn around a strong decline in the category, Asus launched a new gaming laptop range in 2019. Already popular in Southeast Asia, Asus gaming laptops are offered under the name ROG Strix III with rapid response time and RGB keyboard, with the latter allowing consumers the chance to personalise for their own preferences.

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Computers and Peripherals in Australia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Computers and Peripherals industry in Australia 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 Computers and Peripherals industry in Australia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Computers and Peripherals in Australia 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 Computers and Peripherals in Australia?
  • What are the major brands in Australia?
  • How did netbooks fare vs. traditional laptops?
  • What is the forecasted growth for portable computers like Apple’s iPad?
  • What companies are planning to introduce competitors to the iPad?
  • What companies are planning to introduce competitors to the iPad?

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.

Computers and Peripherals in Australia - Category analysis

HEADLINES

PROSPECTS

Gaming offers lifeline to producers of monitors and desktops
Government contracts and flexible working conditions support business sales
Tablets slowly losing popularity to convertible laptops

COMPETITIVE LANDSCAPE

Apple’s reliance on tablets may lead to losses over forecast period
Microsoft’s constant innovative launches lead to further share gain
Asus aims to recoup losses by capitalising on gaming trend

CATEGORY DATA

Table 1 Sales of Computers and Peripherals by Category: Volume 2014-2019
Table 2 Sales of Computers and Peripherals by Category: Value 2014-2019
Table 3 Sales of Computers and Peripherals by Category: % Volume Growth 2014-2019
Table 4 Sales of Computers and Peripherals by Category: % Value Growth 2014-2019
Table 5 Sales of Computers by Category: Business Volume 2014-2019
Table 6 Sales of Computers by Category: Business Value MSP 2014-2019
Table 7 Sales of Computers by Category: Busines Volume Growth 2014-2019
Table 8 Sales of Computers by Category: Business Value MSP Growth 2014-2019
Table 9 Sales of Laptops by Form Factor 2018-2019
Table 10 Sales of Tablets by Operating System 2014-2019
Table 11 NBO Company Shares of Computers and Peripherals: % Volume 2015-2019
Table 12 LBN Brand Shares of Computers and Peripherals: % Volume 2016-2019
Table 13 Distribution of Computers and Peripherals by Channel: % Volume 2014-2019
Table 14 Forecast Sales of Computers and Peripherals by Category: Volume 2019-2024
Table 15 Forecast Sales of Computers and Peripherals by Category: Value 2019-2024
Table 16 Forecast Sales of Computers and Peripherals by Category: % Volume Growth 2019-2024
Table 17 Forecast Sales of Computers and Peripherals by Category: % Value Growth 2019-2024
Table 18 Forecast Sales of Computers by Category: Business Volume 2019-2024
Table 19 Forecast Sales of Computers by Category: Business Value MSP 2019-2024
Table 20 Forecast Sales of Computers by Category: Busines Volume Growth 2019-2024
Table 21 Forecast Sales of Computers by Category: Business Value MSP Growth 2019-2024
Table 22 Forecast Sales of Laptops by Form Factor 2019-2024
Table 23 Forecast Sales of Tablets by Operating System 2019-2024

Consumer Electronics in Australia - Industry Overview

EXECUTIVE SUMMARY

Improved performance for consumer electronics with increasing adoption of innovative and smart technology
Fluctuating performance for smartphones
Apple retains leadership but loses ground in a number of categories
Store-based specialists continue to lose share to internet retailing
Positive performance predicted for consumer electronics with increasing adoption of smart devices

MARKET DATA

Table 24 Sales of Consumer Electronics by Category: Volume 2014-2019
Table 25 Sales of Consumer Electronics by Category: Value 2014-2019
Table 26 Sales of Consumer Electronics by Category: % Volume Growth 2014-2019
Table 27 Sales of Consumer Electronics by Category: % Value Growth 2014-2019
Table 28 NBO Company Shares of Consumer Electronics: % Volume 2015-2019
Table 29 LBN Brand Shares of Consumer Electronics: % Volume 2016-2019
Table 30 Distribution of Consumer Electronics by Channel: % Volume 2014-2019
Table 31 Forecast Sales of Consumer Electronics by Category: Volume 2019-2024
Table 32 Forecast Sales of Consumer Electronics by Category: Value 2019-2024
Table 33 Forecast Sales of Consumer Electronics by Category: % Volume Growth 2019-2024
Table 34 Forecast Sales of Consumer Electronics by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources