Computers and peripherals continues to show positive growth in 2021, albeit at significantly lower rates than the huge spikes in sales seen in 2020. Ongoing sales are maintained by the ongoing trends for home-working and distance-learning, as many schools and offices remain closed in Turkey due to high rates of COVID-19.
Whilst all computers and peripherals sub-categories are registering ongoing growth in 2021, tablets continues to come out on top, albeit at notably small rates than the mid-triple-digit boom seen in 2020. In particular, tablets received significant attention due to their relative affordability when compared to laptops or other computer equipment, alongside their convenience and accessibility for students who have been studying from home – across all age brackets.
Lenovo Turkiye is maintaining its narrow lead over Hewlett-Packard Development Co LP in 2021, growing marginal shares as its closest competitor loses marginal shares. The only other player holding double-digit shares is Asus Bilgisayar Sistemleri Tic Ltd Sti, beyond which the category is highly fragmented.
As briefly noted, volume sales in computers and peripherals look set to decline again over the forecast period. The event of the COVID-19 pandemic provided a significant boost to the category, increasing the household penetration of such products in order to meet the needs of home-working and distance-learning.
Under laptops and gaming PCs, micro series models are expected to see the highest growth over the forecast period. This is for similar reasons as seen with tablets, due to smaller models having a good price-to-quality ratio and offering convenience due to their mobility.
E-commerce boomed significantly for computers and peripherals in 2020 and, whilst shares are lower in 2021, they are still more than twice higher than seen pre-pandemic. As the event of COVID-19 boosted sales overall, it also boosted sales via e-commerce channels.
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Understand the latest market trends and future growth opportunities for the Computers and Peripherals industry in Turkey with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Computers and Peripherals research and analysis database.
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