Mobile phones, driven by the dominant smartphones, continue to enjoy a high, and increasing, level of penetration in Austrian households with stable demand and an ever-continuing, slow upward trend in the average unit price. Smartphones have become a constant companion for many local consumers, performing an increasing variety of duties and their value has only increased during the pandemic when Austrians were searching for alternative forms of entertainment through social media and streaming digital content resulting in further share gain for larger screen sizes, and interaction with friends and family through messaging or video calls during the lockdown periods.
The distribution of mobile phones is set to partially normalise during 2021 after some fluctuations the previous year as a result of temporary store closures related to the pandemic, which saw further share gain for e-commerce. In 2021, in contrast to other electronics and appliance specialist retailers, the stores of telecom companies have not been affected by any closures after they were included in the group of essential retailers in autumn 2020, halting any further loss of share.
The competitive landscape of smartphones remains highly concentrated with Samsung, Huawei and Apple dominating retail volume sales. The roles of LG Electronics and Sony continue to decrease while demand for other, newer brands under “others” are predicted to gain further ground in 2021.
Demand for mobile phones is expected to remain stable over the forecast period with insignificant growth in volume sales terms, while value sales (at constant 2021 prices) will be weaker in terms of performance due to a marginal decline in the average unit price. Despite further increases in the average unit price of smartphones at the end of the review period, no notable innovations were evident.
Potential fluctuations in economic performance and unemployment in the aftermath of the pandemic in Austria are unlikely to have a strong impact on demand for smartphones. Even when facing economic downturn, many consumers have proven to be willing to spend money on their smartphones due to the central role that these devices play in their daily lives, resulting in reduced expenditure in other areas.
With no problems in the supply chains of smartphones observed in Austria by the end of the review period, the high level of concentration within the competitive landscape is likely to decline over the forecast period. Prior to US sanctions, the strong growth of Huawei earlier in the review period had proven that consumers in Austria were willing to opt for new brands when the cost-to-performance ratio was found to be acceptable.
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Understand the latest market trends and future growth opportunities for the Mobile Phones industry in Austria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Any device capable of telecommunication over a cellular network of base stations. Mobile phones can come with functions including camera, video and internet access.See All of Our Definitions
This report originates from Passport, our Mobile Phones research and analysis database.
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