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Country Report

Consumer Electronics in

Consumer Electronics in Australia

Aug 2019

US$2,640

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Executive Summary

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Improved performance for consumer electronics with increasing adoption of innovative and smart technology

Consumer electronics recorded an improved performance in both retail volume terms and current value terms in 2019 compared to the previous year, supported by a number of categories that are increasingly offering consumers convenience, innovation and multifunctionality. Australian consumers are increasingly adopting smart technology into their lives in an attempt to become more connected, leading to demand for efficient and new innovative products such as smart speakers that offer them ecosystems in the home environment allowing them to support their daily lives through the use of internet smart televisions, smart home speakers, automation in appliances such as washing machines and lighting through certain apps.

Fluctuating performance for smartphones

Despite offering a range of functions including camera, video, music streaming and navigational capabilities that continue to cannibalise sales of a number of consumer electronics such as portable players, in-car navigation systems, digital cameras and digital camcorders, smartphones continued to experience a fluctuating performance towards the end of the review period; a trend that is predicted to continue into the forecast period. The replacement cycle of smartphones is lengthening as Australian consumers are holding on to their phones for longer before deciding to upgrade.

Apple retains leadership but loses ground in a number of categories

Apple Computer Australia Pty Ltd retained its lead of consumer electronics in 2019 with stable retail volume share and low positive growth. The player continued to enjoy a strong lead of overall computers, and wearable electronics, as it consistently updates its product range and benefit from top of mind amongst local consumers, although it lost share to newcomer Fitbit in smart wearables at the end of the review period.

Store-based specialists continue to lose share to internet retailing

While electronics and appliance specialist retailers retained its dominant position as the leading distribution channel for consumer electronics in Australia in 2019, it continued to lose retail volume share and suffer declining sales due to the strong competition offered by internet retailing. This trend has evolved from consumers’ changing purchasing habits as they become increasingly willing to purchase consumer electronics through online retailers, particularly benefiting from sales of smaller devices such as wireless speakers and wearable electronics, with online stores of well-known retailers such as JB Hi-Fi and Harvey Norman offering a wide range of products at varying prices.

Positive performance predicted for consumer electronics with increasing adoption of smart devices

Consumer electronics in Australia is predicted to record an improved performance in retail volume terms over the forecast period compared to the review period. Devices such as laptops (driven by increasing demand for flexible convertible models), smart wearables and televisions will all benefit from stable replacement cycles with innovation continuing to encourage consumers to invest in new technology that offers greater convenience, capitalises on the increasing health and wellness trend or enhances their living environment.

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Consumer Electronics Sample Report Consumer Electronics Sample Data

Overview

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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.

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Overview

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

When you purchase this report, you also get the data and the content from these category reports in Australia for free:

The Consumer Electronics in Australia 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 Consumer Electronics in Australia?
What is the fastest growing product category?
What consumer electronics segments are growing the fastest?
What are the major technology trends in new consumer electronics products?
How has the economic downturn shaped consumer purchasing behavior when it comes to consumer electronics?
How has the economic downturn shaped consumer purchasing behavior when it comes to consumer electronics?

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.

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Consumer Electronics in Australia

EXECUTIVE SUMMARY

Improved performance for consumer electronics with increasing adoption of innovative and smart technology

Fluctuating performance for smartphones

Apple retains leadership but loses ground in a number of categories

Store-based specialists continue to lose share to internet retailing

Positive performance predicted for consumer electronics with increasing adoption of smart devices

MARKET DATA

Table 1 Sales of Consumer Electronics by Category: Volume 2014-2019
Table 2 Sales of Consumer Electronics by Category: Value 2014-2019
Table 3 Sales of Consumer Electronics by Category: % Volume Growth 2014-2019
Table 4 Sales of Consumer Electronics by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Consumer Electronics: % Volume 2015-2019
Table 6 LBN Brand Shares of Consumer Electronics: % Volume 2016-2019
Table 7 Distribution of Consumer Electronics by Channel: % Volume 2014-2019
Table 8 Forecast Sales of Consumer Electronics by Category: Volume 2019-2024
Table 9 Forecast Sales of Consumer Electronics by Category: Value 2019-2024
Table 10 Forecast Sales of Consumer Electronics by Category: % Volume Growth 2019-2024
Table 11 Forecast Sales of Consumer Electronics by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources

Computers and Peripherals in Australia

HEADLINES

PROSPECTS

Gaming offers lifeline to producers of monitors and desktops

Government contracts and flexible working conditions support business sales

Tablets slowly losing popularity to convertible laptops

COMPETITIVE LANDSCAPE

Apple’s reliance on tablets may lead to losses over forecast period

Microsoft’s constant innovative launches lead to further share gain

Asus aims to recoup losses by capitalising on gaming trend

CATEGORY DATA

Table 12 Sales of Computers and Peripherals by Category: Volume 2014-2019
Table 13 Sales of Computers and Peripherals by Category: Value 2014-2019
Table 14 Sales of Computers and Peripherals by Category: % Volume Growth 2014-2019
Table 15 Sales of Computers and Peripherals by Category: % Value Growth 2014-2019
Table 16 Sales of Computers by Category: Business Volume 2014-2019
Table 17 Sales of Computers by Category: Business Value MSP 2014-2019
Table 18 Sales of Computers by Category: Busines Volume Growth 2014-2019
Table 19 Sales of Computers by Category: Business Value MSP Growth 2014-2019
Table 20 Sales of Laptops by Form Factor 2018-2019
Table 21 Sales of Tablets by Operating System 2014-2019
Table 22 NBO Company Shares of Computers and Peripherals: % Volume 2015-2019
Table 23 LBN Brand Shares of Computers and Peripherals: % Volume 2016-2019
Table 24 Distribution of Computers and Peripherals by Channel: % Volume 2014-2019
Table 25 Forecast Sales of Computers and Peripherals by Category: Volume 2019-2024
Table 26 Forecast Sales of Computers and Peripherals by Category: Value 2019-2024
Table 27 Forecast Sales of Computers and Peripherals by Category: % Volume Growth 2019-2024
Table 28 Forecast Sales of Computers and Peripherals by Category: % Value Growth 2019-2024
Table 29 Forecast Sales of Computers by Category: Business Volume 2019-2024
Table 30 Forecast Sales of Computers by Category: Business Value MSP 2019-2024
Table 31 Forecast Sales of Computers by Category: Busines Volume Growth 2019-2024
Table 32 Forecast Sales of Computers by Category: Business Value MSP Growth 2019-2024
Table 33 Forecast Sales of Laptops by Form Factor 2019-2024
Table 34 Forecast Sales of Tablets by Operating System 2019-2024

Home Audio and Cinema in Australia

HEADLINES

PROSPECTS

Soundbars supports further demand for home audio and cinema in 2019

Wireless speakers continues to cannibalise sales of audio separates and hi-fi systems

Digital media player docks is weakest performer

COMPETITIVE LANDSCAPE

Sony loses ground as increasing number of brands enter soundbars

JBL aims to attract consumers with launch of affordable retro-style range of speakers

Increasing number of players enter soundbars with increasing innovation

CATEGORY DATA

Table 35 Sales of Home Audio and Cinema by Category: Volume 2014-2019
Table 36 Sales of Home Audio and Cinema by Category: Value 2014-2019
Table 37 Sales of Home Audio and Cinema by Category: % Volume Growth 2014-2019
Table 38 Sales of Home Audio and Cinema by Category: % Value Growth 2014-2019
Table 39 NBO Company Shares of Home Audio and Cinema: % Volume 2015-2019
Table 40 LBN Brand Shares of Home Audio and Cinema: % Volume 2016-2019
Table 41 Distribution of Home Audio and Cinema by Channel: % Volume 2014-2019
Table 42 Forecast Sales of Home Audio and Cinema by Category: Volume 2019-2024
Table 43 Forecast Sales of Home Audio and Cinema by Category: Value 2019-2024
Table 44 Forecast Sales of Home Audio and Cinema by Category: % Volume Growth 2019-2024
Table 45 Forecast Sales of Home Audio and Cinema by Category: % Value Growth 2019-2024

Home Video in Australia

HEADLINES

PROSPECTS

Increasing penetration of internet-smart TVs in LCD format and affordable prices supports solid demand

Declining unit price of OLED TVs predicted to lead to higher demand

8K format enters television in Australia

COMPETITIVE LANDSCAPE

Samsung retains lead of LCD TVs but faces increasing pressure from innovative brands

Mixed performance for HiSense

LG pushes boundaries with announcement of new launch for end of 2019

CATEGORY DATA

Table 46 Sales of Home Video by Category: Volume 2014-2019
Table 47 Sales of Home Video by Category: Value 2014-2019
Table 48 Sales of Home Video by Category: % Volume Growth 2014-2019
Table 49 Sales of Home Video by Category: % Value Growth 2014-2019
Table 50 Sales of LCD TVs by Network Connectivity: % Retail Volume 2014-2019
Table 51 Sales of OLED TVs by Network Connectivity: % Retail Volume 2014-2019
Table 52 NBO Company Shares of Home Video: % Volume 2015-2019
Table 53 LBN Brand Shares of Home Video: % Volume 2016-2019
Table 54 Distribution of Home Video by Channel: % Volume 2014-2019
Table 55 Forecast Sales of Home Video by Category: Volume 2019-2024
Table 56 Forecast Sales of Home Video by Category: Value 2019-2024
Table 57 Forecast Sales of Home Video by Category: % Volume Growth 2019-2024
Table 58 Forecast Sales of Home Video by Category: % Value Growth 2019-2024
Table 59 Forecast Sales of LCD TVs by Network Connectivity: % Retail Volume 2019-2024
Table 60 Forecast Sales of OLED TVs by Network Connectivity: % Retail Volume 2019-2024

Imaging Devices in Australia

HEADLINES

PROSPECTS

Smartphones with improving camera technology lead to ongoing declining demand for digital cameras

Players look to encourage sales through innovation and greater interaction with consumers

Continual declining demand for digital camcorders due to improving in-built video capabilities of smartphones

COMPETITIVE LANDSCAPE

Canon remains top of mind despite loss of share to competitors

Nikon enters premium mirrorless cameras as direct competition to Sony

GoPro offers subscription service as point of differentiation to consumers

CATEGORY DATA

Table 61 Sales of Imaging Devices by Category: Volume 2014-2019
Table 62 Sales of Imaging Devices by Category: Value 2014-2019
Table 63 Sales of Imaging Devices by Category: % Volume Growth 2014-2019
Table 64 Sales of Imaging Devices by Category: % Value Growth 2014-2019
Table 65 Sales of Digital Cameras by Type: % Retail Volume 2014-2019
Table 66 NBO Company Shares of Imaging Devices: % Volume 2015-2019
Table 67 LBN Brand Shares of Imaging Devices: % Volume 2016-2019
Table 68 Distribution of Imaging Devices by Channel: % Volume 2014-2019
Table 69 Forecast Sales of Imaging Devices by Category: Volume 2019-2024
Table 70 Forecast Sales of Imaging Devices by Category: Value 2019-2024
Table 71 Forecast Sales of Imaging Devices by Category: % Volume Growth 2019-2024
Table 72 Forecast Sales of Imaging Devices by Category: % Value Growth 2019-2024
Table 73 Forecast Sales of Digital Cameras by Type: % Retail Volume 2019-2024

In-Car Entertainment in Australia

HEADLINES

PROSPECTS

In-car navigation continues to decline with reliance on smartphones’ GPS and newer car models offering in-built navigation

Producers aim to minimise losses with trend for wireless connectivity between smartphones in-dash media players

COMPETITIVE LANDSCAPE

TomTom holds fragile lead of in-car entertainment but loses share due to lack of innovation

Producers of in-dash media players look to attract consumers through differentiation

In-car navigation companies come under fire from ACCC

CATEGORY DATA

Table 74 Sales of In-Car Entertainment by Category: Volume 2014-2019
Table 75 Sales of In-Car Entertainment by Category: Value 2014-2019
Table 76 Sales of In-Car Entertainment by Category: % Volume Growth 2014-2019
Table 77 Sales of In-Car Entertainment by Category: % Value Growth 2014-2019
Table 78 NBO Company Shares of In-Car Entertainment: % Volume 2015-2019
Table 79 LBN Brand Shares of In-Car Entertainment: % Volume 2016-2019
Table 80 Distribution of In-Car Entertainment by Channel: % Volume 2014-2019
Table 81 Forecast Sales of In-Car Entertainment by Category: Volume 2019-2024
Table 82 Forecast Sales of In-Car Entertainment by Category: Value 2019-2024
Table 83 Forecast Sales of In-Car Entertainment by Category: % Volume Growth 2019-2024
Table 84 Forecast Sales of In-Car Entertainment by Category: % Value Growth 2019-2024

Mobile Phones in Australia

HEADLINES

PROSPECTS

High penetration, longer replacement cycles and unit price increases influence fluctuating performance of smartphones

Multifunctionality of smartphones replaces need for bulky older technology

Consumers await 5G before upgrading

COMPETITIVE LANDSCAPE

Premium brands suffer second consecutive year of falling sales

Google’s Pixel struggles to maintain initial impressive growth

Consumers attracted to more affordable brands in 2019

CATEGORY DATA

Table 85 Sales of Mobile Phones by Category: Volume 2014-2019
Table 86 Sales of Mobile Phones by Category: Value 2014-2019
Table 87 Sales of Mobile Phones by Category: % Volume Growth 2014-2019
Table 88 Sales of Mobile Phones by Category: % Value Growth 2014-2019
Table 89 Sales of Smartphones by Screen Size: % Retail Volume 2018-2019
Table 90 NBO Company Shares of Mobile Phones: % Volume 2015-2019
Table 91 LBN Brand Shares of Mobile Phones: % Volume 2016-2019
Table 92 Distribution of Mobile Phones by Channel: % Volume 2014-2019
Table 93 Forecast Sales of Mobile Phones by Category: Volume 2019-2024
Table 94 Forecast Sales of Mobile Phones by Category: Value 2019-2024
Table 95 Forecast Sales of Mobile Phones by Category: % Volume Growth 2019-2024
Table 96 Forecast Sales of Mobile Phones by Category: % Value Growth 2019-2024
Table 97 Forecast Sales of Smartphones by Screen Size: % Retail Volume 2019-2024

Portable Players in Australia

HEADLINES

PROSPECTS

Wireless speakers continues to drive growth of portable players offering increasing connectivity and convenience

Single purpose e-readers continue to decline in popularity with return to physical books

Exit for portable multimedia players due to increasing use of multifunctional smartphones

COMPETITIVE LANDSCAPE

Google Home gains leadership of wireless speakers with smart device

New collaboration for Sonos and IKEA in smart speakers

Apple announces launch of new iPod Touch despite withdrawing iPod Shuffle and Nano towards end of review period

CATEGORY DATA

Table 98 Sales of Portable Players by Category: Volume 2014-2019
Table 99 Sales of Portable Players by Category: Value 2014-2019
Table 100 Sales of Portable Players by Category: % Volume Growth 2014-2019
Table 101 Sales of Portable Players by Category: % Value Growth 2014-2019
Table 102 NBO Company Shares of Portable Players: % Volume 2015-2019
Table 103 LBN Brand Shares of Portable Players: % Volume 2016-2019
Table 104 Distribution of Portable Players by Channel: % Volume 2014-2019
Table 105 Forecast Sales of Portable Players by Category: Volume 2019-2024
Table 106 Forecast Sales of Portable Players by Category: Value 2019-2024
Table 107 Forecast Sales of Portable Players by Category: % Volume Growth 2019-2024
Table 108 Forecast Sales of Portable Players by Category: % Value Growth 2019-2024

Wearable Electronics in Australia

HEADLINES

PROSPECTS

Multifunctional smart wearables records another year of strong growth

Activity wearables supported by strong performance of analogue format

Activity bands continues to lose relevance with increasing demand for multifunctionality

COMPETITIVE LANDSCAPE

Apple retains dominance of smart wearables but Fitbit has first year of impressive retail volume growth

Garmin retains leadership of activity wearables due to GPS accuracy

Wearables electronics apps target female consumers

CATEGORY DATA

Table 109 Sales of Wearable Electronics by Category: Volume 2014-2019
Table 110 Sales of Wearable Electronics by Category: Value 2014-2019
Table 111 Sales of Wearable Electronics by Category: % Volume Growth 2014-2019
Table 112 Sales of Wearable Electronics by Category: % Value Growth 2014-2019
Table 113 NBO Company Shares of Wearable Electronics: % Volume 2015-2019
Table 114 LBN Brand Shares of Wearable Electronics: % Volume 2016-2019
Table 115 Distribution of Wearable Electronics by Channel: % Volume 2015-2019
Table 116 Forecast Sales of Wearable Electronics by Category: Volume 2019-2024
Table 117 Forecast Sales of Wearable Electronics by Category: Value 2019-2024
Table 118 Forecast Sales of Wearable Electronics by Category: % Volume Growth 2019-2024
Table 119 Forecast Sales of Wearable Electronics by Category: % Value Growth 2019-2024

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Megatrends

Country Report

Consumer Electronics in Australia

New Report Guarantee

Executive Summary

New Report Guarantee

Improved performance for consumer electronics with increasing adoption of innovative and smart technology

Fluctuating performance for smartphones

Apple retains leadership but loses ground in a number of categories

Store-based specialists continue to lose share to internet retailing

Positive performance predicted for consumer electronics with increasing adoption of smart devices

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Consumer Electronics in Australia

EXECUTIVE SUMMARY

Improved performance for consumer electronics with increasing adoption of innovative and smart technology

Fluctuating performance for smartphones

Apple retains leadership but loses ground in a number of categories

Store-based specialists continue to lose share to internet retailing

Positive performance predicted for consumer electronics with increasing adoption of smart devices

MARKET DATA

SOURCES

Computers and Peripherals in Australia

HEADLINES

PROSPECTS

Gaming offers lifeline to producers of monitors and desktops

Government contracts and flexible working conditions support business sales

Tablets slowly losing popularity to convertible laptops

COMPETITIVE LANDSCAPE

Apple’s reliance on tablets may lead to losses over forecast period

Microsoft’s constant innovative launches lead to further share gain

Asus aims to recoup losses by capitalising on gaming trend

CATEGORY DATA

Home Audio and Cinema in Australia

HEADLINES

PROSPECTS

Soundbars supports further demand for home audio and cinema in 2019

Wireless speakers continues to cannibalise sales of audio separates and hi-fi systems

Digital media player docks is weakest performer

COMPETITIVE LANDSCAPE

Sony loses ground as increasing number of brands enter soundbars

JBL aims to attract consumers with launch of affordable retro-style range of speakers

Increasing number of players enter soundbars with increasing innovation

CATEGORY DATA

Home Video in Australia

HEADLINES

PROSPECTS

Increasing penetration of internet-smart TVs in LCD format and affordable prices supports solid demand

Declining unit price of OLED TVs predicted to lead to higher demand

8K format enters television in Australia

COMPETITIVE LANDSCAPE

Samsung retains lead of LCD TVs but faces increasing pressure from innovative brands

Mixed performance for HiSense

LG pushes boundaries with announcement of new launch for end of 2019

CATEGORY DATA

Imaging Devices in Australia

HEADLINES

PROSPECTS

Smartphones with improving camera technology lead to ongoing declining demand for digital cameras

Players look to encourage sales through innovation and greater interaction with consumers

Continual declining demand for digital camcorders due to improving in-built video capabilities of smartphones

COMPETITIVE LANDSCAPE

Canon remains top of mind despite loss of share to competitors

Nikon enters premium mirrorless cameras as direct competition to Sony

GoPro offers subscription service as point of differentiation to consumers

CATEGORY DATA

In-Car Entertainment in Australia

HEADLINES

PROSPECTS

In-car navigation continues to decline with reliance on smartphones’ GPS and newer car models offering in-built navigation

Producers aim to minimise losses with trend for wireless connectivity between smartphones in-dash media players

COMPETITIVE LANDSCAPE

TomTom holds fragile lead of in-car entertainment but loses share due to lack of innovation

Producers of in-dash media players look to attract consumers through differentiation

In-car navigation companies come under fire from ACCC

CATEGORY DATA