Demand for computers and peripherals continues to decline in Austria, mainly due to the strong fall in the popularity of tablets and desktops. Most households in Austria already have at least one operational computer, with laptops being particularly popular due to high demand for flexible and mobile devices.
Most Austrian companies are small and medium-sized enterprises, with a high percentage of businesses having fewer than 10 employees. The low number of employees and small budgets of such players limit overall expenditure on business computers for these enterprises.
Peripherals, which includes monitors and printers, recorded a further fall in volume and value sales in 2019. This poor performance can be partly attributed to high demand for flexibility.
Acer continues to lead computers and peripherals in Austria, ranking just ahead of main competitor HP PPS Austria, which is in turn closely followed by Apple, Lenovo and Samsung. The success of these companies can be attributed to their high level of brand recognition due to their offering of vast portfolios across various categories.
Lenovo has strengthened its leading position within laptops due to the popularity of its new ThinkPad models, which were launched in 2018 and have gained outstanding reviews, thus attracting many consumers looking to replace old models. Other developments include Acer’s launch of Predator Helios 300 for the high price segment and Acer Swift 3, which targets the medium-low price segment and claims to offer a premium performance from a budget laptop.
With the rise of economy players in low-cost countries, domestic companies continue to face increasing challenges within computers and peripherals. In most cases, local players only have niche positioning or offer private label ranges via their own retail stores, such as S&T AG.
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This industry report originates from Passport, our Consumer Electronics market research database.