Consumer Electronics in Nigeria

Consumer Electronics in Nigeria

EXECUTIVE SUMMARY

Nigeria sees urbanisation and rising incomes, but price remains key

Smartphones gain prominence, rural challenges remain

Chinese products a threat, players appeal by offering Nigeria-specific products

Specialist outlets gain strength in 2019, e-commerce falters

Overall market performance set to weaken, infrastructure issues remain

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

DEFINITIONS

SOURCES

Summary 1 Research Sources

Home Audio and Cinema in Nigeria

HEADLINES

PROSPECTS

Home cinema and speaker systems benefit from demand among young urban professionals

Hi-Fi systems suffer from limited consumer base, specific use

Urbanisation and rising incomes set to underpin forecast period performance of home audio and cinema

COMPETITIVE LANDSCAPE

LG and Sony benefit from their respective pricing strategies and reputations

Samsung’s LCD TV activities result in category share gain

Smaller Chinese brands meet demand among lower-income consumers

CATEGORY DATA

Table 12 Sales of Home Audio and Cinema by Category: Volume 2014-2019
Table 13 Sales of Home Audio and Cinema by Category: Value 2014-2019
Table 14 Sales of Home Audio and Cinema by Category: % Volume Growth 2014-2019
Table 15 Sales of Home Audio and Cinema by Category: % Value Growth 2014-2019
Table 16 NBO Company Shares of Home Audio and Cinema: % Volume 2015-2019
Table 17 LBN Brand Shares of Home Audio and Cinema: % Volume 2016-2019
Table 18 Distribution of Home Audio and Cinema by Channel: % Volume 2014-2019
Table 19 Forecast Sales of Home Audio and Cinema by Category: Volume 2019-2024
Table 20 Forecast Sales of Home Audio and Cinema by Category: Value 2019-2024
Table 21 Forecast Sales of Home Audio and Cinema by Category: % Volume Growth 2019-2024
Table 22 Forecast Sales of Home Audio and Cinema by Category: % Value Growth 2019-2024

Home Video in Nigeria

HEADLINES

PROSPECTS

LCD TVs and DVD players represent bulk of category sales

Larger screens and internet-connected units set to gain popularity

Urbanisation a growth driver, but competitive pricing is key

COMPETITIVE LANDSCAPE

Fouani Nigeria and Hisense see share gains in 2019

iTEC and TCL Corp attract consumer interest with new launches

Less expensive Chinese offerings set to gain share

CATEGORY DATA

Table 23 Sales of Home Video by Category: Volume 2014-2019
Table 24 Sales of Home Video by Category: Value 2014-2019
Table 25 Sales of Home Video by Category: % Volume Growth 2014-2019
Table 26 Sales of Home Video by Category: % Value Growth 2014-2019
Table 27 Sales of LCD TVs by Network Connectivity: % Retail Volume 2014-2019
Table 28 Sales of OLED TVs by Network Connectivity: % Retail Volume 2014-2019
Table 29 NBO Company Shares of Home Video: % Volume 2015-2019
Table 30 LBN Brand Shares of Home Video: % Volume 2016-2019
Table 31 Distribution of Home Video by Channel: % Volume 2014-2019
Table 32 Forecast Sales of Home Video by Category: Volume 2019-2024
Table 33 Forecast Sales of Home Video by Category: Value 2019-2024
Table 34 Forecast Sales of Home Video by Category: % Volume Growth 2019-2024
Table 35 Forecast Sales of Home Video by Category: % Value Growth 2019-2024
Table 36 Forecast Sales of LCD TVs by Network Connectivity: % Retail Volume 2019-2024
Table 37 Forecast Sales of OLED TVs by Network Connectivity: % Retail Volume 2019-2024

Imaging Devices in Nigeria

HEADLINES

PROSPECTS

Courses and professional use contribute strongly to growth, but category threatened by smartphone cameras

Canon and Nikon offer training, but professional photographers may see demand decline

Camcorders suffer portability and cost issues

COMPETITIVE LANDSCAPE

Increasing competition as players compete for shrinking consumer base

Nikon’s share falls as Canon introduces new products

Sony benefits from strong reputation, suffers due to high prices

CATEGORY DATA

Table 38 Sales of Imaging Devices by Category: Volume 2014-2019
Table 39 Sales of Imaging Devices by Category: Value 2014-2019
Table 40 Sales of Imaging Devices by Category: % Volume Growth 2014-2019
Table 41 Sales of Imaging Devices by Category: % Value Growth 2014-2019
Table 42 Sales of Digital Cameras by Type: % Retail Volume 2014-2019
Table 43 NBO Company Shares of Imaging Devices: % Volume 2015-2019
Table 44 LBN Brand Shares of Imaging Devices: % Volume 2016-2019
Table 45 Distribution of Imaging Devices by Channel: % Volume 2014-2019
Table 46 Forecast Sales of Imaging Devices by Category: Volume 2019-2024
Table 47 Forecast Sales of Imaging Devices by Category: Value 2019-2024
Table 48 Forecast Sales of Imaging Devices by Category: % Volume Growth 2019-2024
Table 49 Forecast Sales of Imaging Devices by Category: % Value Growth 2019-2024
Table 50 Forecast Sales of Digital Cameras by Type: % Retail Volume 2019-2024

In-Car Entertainment in Nigeria

HEADLINES

PROSPECTS

In-car navigation demand hit by smartphones and limited functionality

Factory-fitted units and consumer spending power constrain demand

Speakers set to decline least over forecast period

COMPETITIVE LANDSCAPE

Global players dominate in-car entertainment due to reputation for quality

Garmin and TomTom dominate in-car navigation, but lose share to smaller competitors

Local installers aim to minimise costs

CATEGORY DATA

Table 51 Sales of In-Car Entertainment by Category: Volume 2014-2019
Table 52 Sales of In-Car Entertainment by Category: Value 2014-2019
Table 53 Sales of In-Car Entertainment by Category: % Volume Growth 2014-2019
Table 54 Sales of In-Car Entertainment by Category: % Value Growth 2014-2019
Table 55 NBO Company Shares of In-Car Entertainment: % Volume 2015-2019
Table 56 LBN Brand Shares of In-Car Entertainment: % Volume 2016-2019
Table 57 Distribution of In-Car Entertainment by Channel: % Volume 2014-2019
Table 58 Forecast Sales of In-Car Entertainment by Category: Volume 2019-2024
Table 59 Forecast Sales of In-Car Entertainment by Category: Value 2019-2024
Table 60 Forecast Sales of In-Car Entertainment by Category: % Volume Growth 2019-2024
Table 61 Forecast Sales of In-Car Entertainment by Category: % Value Growth 2019-2024

Mobile Phones in Nigeria

HEADLINES

PROSPECTS

Smartphones’ growth prevents greater category decline

Smartphones set to become everyday essentials, boosted by growth of connectivity

Imported second-hand units constrain forecast growth potential

COMPETITIVE LANDSCAPE

Transsion Holdings dominates, adopts segment-specific pricing strategy

Blackberry sees opportunity in consumer transition

Cheaper smartphones may appeal to switching consumers

CATEGORY DATA

Table 62 Sales of Mobile Phones by Category: Volume 2014-2019
Table 63 Sales of Mobile Phones by Category: Value 2014-2019
Table 64 Sales of Mobile Phones by Category: % Volume Growth 2014-2019
Table 65 Sales of Mobile Phones by Category: % Value Growth 2014-2019
Table 66 Sales of Smartphones by Screen Size: % Retail Volume 2018-2019
Table 67 NBO Company Shares of Mobile Phones: % Volume 2015-2019
Table 68 LBN Brand Shares of Mobile Phones: % Volume 2016-2019
Table 69 Distribution of Mobile Phones by Channel: % Volume 2014-2019
Table 70 Forecast Sales of Mobile Phones by Category: Volume 2019-2024
Table 71 Forecast Sales of Mobile Phones by Category: Value 2019-2024
Table 72 Forecast Sales of Mobile Phones by Category: % Volume Growth 2019-2024
Table 73 Forecast Sales of Mobile Phones by Category: % Value Growth 2019-2024
Table 74 Forecast Sales of Smartphones by Screen Size: % Retail Volume 2019-2024

Portable Players in Nigeria

HEADLINES

PROSPECTS

Younger consumers underpin demand for products such as wireless speakers

Connectivity of wireless speakers set to maintain growth

Smartphones threaten future performance of products such as media players

COMPETITIVE LANDSCAPE

Shenzhen Amaway Electronics Co Ltd improves lead thanks to performance in wireless speakers

Several inexpensive Chinese brands in portable players category

Popularity of FM radio benefits Sony

CATEGORY DATA

Table 75 Sales of Portable Players by Category: Volume 2014-2019
Table 76 Sales of Portable Players by Category: Value 2014-2019
Table 77 Sales of Portable Players by Category: % Volume Growth 2014-2019
Table 78 Sales of Portable Players by Category: % Value Growth 2014-2019
Table 79 NBO Company Shares of Portable Players: % Volume 2015-2019
Table 80 LBN Brand Shares of Portable Players: % Volume 2016-2019
Table 81 Distribution of Portable Players by Channel: % Volume 2014-2019
Table 82 Forecast Sales of Portable Players by Category: Volume 2019-2024
Table 83 Forecast Sales of Portable Players by Category: Value 2019-2024
Table 84 Forecast Sales of Portable Players by Category: % Volume Growth 2019-2024
Table 85 Forecast Sales of Portable Players by Category: % Value Growth 2019-2024

Wearable Electronics in Nigeria

HEADLINES

PROSPECTS

Consumer spending power and connectivity issues stifle category’s potential

Health awareness may stimulate growth among more affluent consumers

Import costs and limited sales make category unattractive

COMPETITIVE LANDSCAPE

E-commerce sites such as Jumia key to sales growth

Smart wearables environment fragmented

Garmin sees share gain in smart wearables thanks to partnership with MTN

CATEGORY DATA

Table 86 Sales of Wearable Electronics by Category: Volume 2014-2019
Table 87 Sales of Wearable Electronics by Category: Value 2014-2019
Table 88 Sales of Wearable Electronics by Category: % Volume Growth 2014-2019
Table 89 Sales of Wearable Electronics by Category: % Value Growth 2014-2019
Table 90 NBO Company Shares of Wearable Electronics: % Volume 2015-2019
Table 91 LBN Brand Shares of Wearable Electronics: % Volume 2016-2019
Table 92 Distribution of Wearable Electronics by Channel: % Volume 2015-2019
Table 93 Forecast Sales of Wearable Electronics by Category: Volume 2019-2024
Table 94 Forecast Sales of Wearable Electronics by Category: Value 2019-2024
Table 95 Forecast Sales of Wearable Electronics by Category: % Volume Growth 2019-2024
Table 96 Forecast Sales of Wearable Electronics by Category: % Value Growth 2019-2024

Computers and Peripherals in Nigeria

HEADLINES

PROSPECTS

Portability and increasing performance set to bolster demand for laptops over desktop computers

Preference for laptops influences demand for peripherals

Competition throughout the category to place downwards pressure on prices

COMPETITIVE LANDSCAPE

HP’s bricks and mortar presence bolsters consumer confidence

Samsung suffers due to high import costs, local players must overcome quality perceptions

New all-in-one inkjet bolsters Canon’s share in printers

CATEGORY DATA

Table 97 Sales of Computers and Peripherals by Category: Volume 2014-2019
Table 98 Sales of Computers and Peripherals by Category: Value 2014-2019
Table 99 Sales of Computers and Peripherals by Category: % Volume Growth 2014-2019
Table 100 Sales of Computers and Peripherals by Category: % Value Growth 2014-2019
Table 101 Sales of Computers by Category: Business Volume 2014-2019
Table 102 Sales of Computers by Category: Business Value MSP 2014-2019
Table 103 Sales of Computers by Category: Busines Volume Growth 2014-2019
Table 104 Sales of Computers by Category: Business Value MSP Growth 2014-2019
Table 105 Sales of Laptops by Form Factor 2018-2019
Table 106 Sales of Tablets by Operating System 2014-2019
Table 107 NBO Company Shares of Computers and Peripherals: % Volume 2015-2019
Table 108 LBN Brand Shares of Computers and Peripherals: % Volume 2016-2019
Table 109 Distribution of Computers and Peripherals by Channel: % Volume 2014-2019
Table 110 Forecast Sales of Computers and Peripherals by Category: Volume 2019-2024
Table 111 Forecast Sales of Computers and Peripherals by Category: Value 2019-2024
Table 112 Forecast Sales of Computers and Peripherals by Category: % Volume Growth 2019-2024
Table 113 Forecast Sales of Computers and Peripherals by Category: % Value Growth 2019-2024
Table 114 Forecast Sales of Computers by Category: Business Volume 2019-2024
Table 115 Forecast Sales of Computers by Category: Business Value MSP 2019-2024
Table 116 Forecast Sales of Computers by Category: Busines Volume Growth 2019-2024
Table 117 Forecast Sales of Computers by Category: Business Value MSP Growth 2019-2024
Table 118 Forecast Sales of Laptops by Form Factor 2019-2024
Table 119 Forecast Sales of Tablets by Operating System 2019-2024

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