While computers and peripherals is predicted to experience a further drop in demand in 2021 in line with a general declining trend due to maturity of the category in Austria, the rate of retail volume decline continues to weaken, supported by the ongoing home seclusion trend. Following the emergence of the pandemic in 2020, the country has continued to experience various lockdowns and restrictive measures which have resulted in a greater move towards remote working or studying.
The competitive landscape of computers and peripherals remains fairly consolidated amongst five players - Acer, Lenovo, HP, Apple and Samsung with small share differences between them. Lenovo and Acer in particular, benefit from their leadership of the more dynamic laptops, while Apple is set to strengthen its leadership of tablets in 2021 with its brand iPad in the face of declining demand for the category.
While electronics and appliance specialist retailers in Austria is predicted to retain its dominance in terms of distributing computers and peripherals in 2021, it will continue to lose ground to the more dynamic e-commerce, with the latter set to record further retail volume share and positive growth. The pandemic has meant a greater shift towards online sales due to various store closures and caution amongst Austrians regarding spending too long browsing store-based specialists.
With the likelihood of a more flexible approach to working for many employees being extended into the forecast period, demand not only for laptops, but also the previously declining tablets, desktops and monitors, will also improve in 2022. Printers on the other hand, is expected to continue on its declining trajectory as Austrians become more environmentally aware and further switch to digital documents.
Demand for tablets will continue to be cannibalised by both laptops, which are deemed to be more powerful in terms of daily work or study demands, and smartphones. The latter will continue to see a preference amongst local consumers for larger screens which allow for more comfortable viewing of digital content including streaming videos, therefore, reducing the need to purchase a separate smaller portable computer for entertainment purposes.
E-commerce is likely to continue to gain share of distribution within computers and peripherals over the forecast period. While the pandemic supported the channel’s strong performance in 2020 and 2021, the trend towards online sales with a move away from physical specialists was already emerging over the review period as consumers appreciate the convenience of home delivery and the opportunity to find more competitive prices in store.
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Understand the latest market trends and future growth opportunities for the Computers and Peripherals industry in Austria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This report originates from Passport, our Computers and Peripherals research and analysis database.
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