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Country Report

Consumer Electronics in

Consumer Electronics in Italy

80 pages, Aug 2017

US$2,640

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Executive Summary

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A lack of major innovation impedes growth of consumer electronics

Consumer electronics recorded another contraction in volume and value terms in 2017 in Italy. However, the decline eased compared to 2016, due to an improved economic situation and increased consumer confidence. OLED TVs and activity wearables were the fastest-growing areas, as they represented innovative products. By way of contrast, tablets and video players experienced the worst performances. The market’s overall unit price level increased over the entire review period as a result of the increased relevance of the high-end segment.

Mergers and acquisitions: Samsung purchases Harman, while Wind and 3 Italia merges

Wind and 3 Italia merged, shaping the largest telecom provider in Italy. As soon as this merger was realised, the French Free Mobile announced its entrance in Italy. Wiko, the French company that quickly gained share in 2017 and the new telecom provider, are already planning to develop offers together. Wind 3 is getting ready to face the setting of 5G in Italy and all the challenges of the Internet of Things. The technical fusion of the two companies is going to take place gradually from 2017 to 2019. The joint venture Wind 3 will have over 31 million mobile subscribers. Social media managers of both parties reassure customers that their contracts will not change in the immediate outlook; nevertheless, consumers are worried about potential price hikes due to the power of this big provider. Free Mobile, similarly to how it acts in France, is set to cover the lower-price positioning.

In 2017, Samsung acquired Harman, a manufacturer for lifestyle audio solutions. This allows Samsung to enter in-car entertainment, which is likely to regain interest in the near future, due to possibilities that connectivity and the Internet of Things offer. In addition to connected cars, Harman is also involved in developing wireless speakers. It is likely that Samsung will use Harman’s experience in this field, to also release a wireless speaker.

Wearable electronics leads the way in internet retailing penetration

Despite the growing importance of internet retailing in Italy, store-based retailing remained as the major distribution channel for consumer electronics in 2017. However, there is a noticeable exception. Differing from the other categories in consumer electronics, wearable electronics’ main distribution channel is internet retailing. Italian consumers find cheaper prices online and they are becoming more trusting in shipping, because internet retailers have made assurances and offer assistance. Italian consumers have not accepted internet retailing as rapidly as some other Europeans consumers, but over time, they have demonstrated greater trust in the channel and appreciate its advantages.

Outlook for consumer electronics in Italy remains problematic

Consumer electronics in Italy is expected to continue declining in retail volume terms over the forecast period. Televisions, in particular OLED TVs, smart wearables and wireless speakers are anticipated to grow in retail volume terms as the demand for these products is increasing. However, fragile Italian economic growth, demographic crisis and poor innovation in most of the categories will be a strong barrier for the improvement of consumer electronics over the forecast period.

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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 Italy 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 Italy, 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 Italy for free:

The Consumer Electronics in Italy 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 Italy?
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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