Retail current value sales of computers and peripherals rose at their fastest rate in almost a decade during 2020, as COVID-19 restrictions led to the closure of educational institutions for an extended period, which fuelled demand for laptops for e-learning. The rate of retail current value sales growth will continue to accelerate during 2021, as a growing number of middle class parents buy laptops for their children.
Demand for laptops during 2020 was also boosted by government guidelines that employers should “encourage” staff to work from home where possible, with this trend set to extend into 2021. Demand has also been boosted by the government’s Npower programme, which provides some participants will free laptops.
Hewlett-Packard South Africa Pty Ltd remains the dominant player in laptops, with Samsung, Tecno and iPad brands accounting for the bulk of retail current value sales of tablets. Hewlett-Packard has a longstanding presence in Nigeria, and the brand is widely recognised by local consumers.
The rate of growth in retail current value sales of computers and peripherals will continue to accelerate during 2022 and remain robust for the remainder of the forecast period. Laptops will remain the main driver of growth, but growth in demand for tablets will be very sluggish, due to in large part to the growing availability of smartphones with screens that are almost as large as those of small tablets.
Government initiatives will remain an important growth driver for laptops. For example, the government wants every teacher in the country to have a laptop.
The rate of growth in the unit price laptops is set to slow significantly during the forecast period, as manufacturers launch cheaper products in an effort to boost their retail value share. Chinese manufacturers like Huawei and Xiaomi (which already sell smartphones in Nigeria) could launch cheap laptops locally, putting significant pressure on incumbents brands like Hewlett-Packard and Dell.
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Understand the latest market trends and future growth opportunities for the Computers and Peripherals industry in Nigeria 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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