New market study, "Computers and Peripherals in Austria", has been published

The 570,000 units recorded in retail volume sales of tablets and other portable computers in Austria in 2013 was slightly higher than the 567,000 units recorded in retail volume sales of laptops. Given the flood of relatively cheap devices running on the Android platform, in tablets and other portable computers, tablets have become an inexpensive alternative to laptops for simple everyday activities such as browsing websites, reading e-mails, watching videos and viewing pictures. The average unit price of tablets and other portable computers declined from €345 in 2012 to €316 in 2013 and this is set to drop further to €293 in 2014. As many Austrian consumers are again expected to postpone the replacement of their laptops in favour of a tablet, volume sales in laptops are expected to continue decreasing in 2014, which places the category in sharp contrast with tablets and other portable computers.

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Competitive Landscape

Apple GmbH was the overall leading player in computers in Austria during 2013, followed closely by Samsung Electronics Österreich GmbH. These two companies combined dominate tablets and other portable computers and in 2013 they generated 70% of volume sales in the category. Nevertheless, neither Apple nor Samsung managed to generate substantial sales in any other computers category. Samsung has gained volume share in computers in recent years, while Apple’s position weakened towards the end of the review period, a trend which is largely attributable to developments in tablets and other portable computers, where the wide variety of mostly cheaper Samsung tablets running on the Android operating system have gained volume share at the cost of Apple’s iOS-based iPad.

Industry Prospects

The boom in demand for tablets and other portable computers and the popularity of all types of computers with touch screens is set to shape the future of computers in Austria during the forecast period. Volume growth in tablets and other portable computers is expected to slow down substantially over the forecast period as volume sales in the category are expected to peak during 2015, followed by declines over the second half of the review period. However, tablets and other portable computers is expected to account for a 45% volume share in overall computers by 2018, compared with 40% in 2013. Laptops are set to account for 35% of total computers volume sales in 2018, down from 40% in 2013. The proportion of total computers volume sales accounted for by desktops is set to remain fairly static over the forecast period, falling from 18% in 2013 to 17% in 2018. Following the strong decline in volume sales of desktops in Austria over the review period, the forecast period is expected to see laptops suffering the most from the continuing shift towards tablets in Austria.

Report Overview

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