Executive Summary

Aug 2019
PROSPECTS
Demand impacted by failure to innovate and high penetration

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.

Weak sales within key small and traditional business segment

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.

Bleak prospects for peripherals, despite boost from rise in popularity of gaming

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.

COMPETITIVE LANDSCAPE
Intensifying competition fuelling new product development

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.

ThinkPad proves a hit for Lenovo

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.

Local players facing intense price competition

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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Computers and Peripherals in Austria

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Overview

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

The Computers and Peripherals in Austria 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 Austria?
  • What are the major brands in Austria?
  • 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 Austria - Category analysis

HEADLINES

PROSPECTS

Demand impacted by failure to innovate and high penetration
Weak sales within key small and traditional business segment
Bleak prospects for peripherals, despite boost from rise in popularity of gaming

COMPETITIVE LANDSCAPE

Intensifying competition fuelling new product development
ThinkPad proves a hit for Lenovo
Local players facing intense price competition

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 Austria - Industry Overview

EXECUTIVE SUMMARY

Value for money and innovation key to attracting consumers
New innovations boost value sales, despite falling demand
Samsung leads sales but losing share to emerging players
Specialist stores lead distribution but facing competition from internet retailers
Bleak outlook given new technology trends and cannibalisation from smartphones

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