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