Computers and Peripherals in Sweden: New research report available at Fast Market Research

Tablets continued to gain popularity and provided a high positive growth in 2014. These products were mainly purchased by late adopters, Swedes who wanted to update their previous tablet and parents who bought them for young children as entertainment devices, through the introduction of more low- to mid-priced products. The growth of tablets also kept the purchase of laptops and desktops at bay, and netbooks are not seen as a competitive product anymore.

Competitive Landscape

Apple AB led computer volume sales in 2013 with a 41% market share and 759,300 computers sold. The majority of the volume sales came via the iPad tablets, which made up 83% of the company’s sales, or 629,010 units, in 2013. The market share was still there for Apple computers as Swedes chose to update their previous computers, which had been purchased two or three years previously when Apple was even more popular, with a new Apple computer as they have become more experienced and familiar with this brand. Apple is still the favoured brand for computers in Sweden, but Samsung has slowly started to catch up. In 2013, Samsung Electronics Nordic AB was the company that grew the fastest with a 135% volume growth that took the company up to 348,310 computers sold. 97% of these volume sales came from Samsung’s tablets, tablets being an easier area for competitors to Apple to gain volume in, as the user does not need to feel the same level of familiarity for these products.

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Industry Prospects

Laptops is expected to be the product that shapes computers and peripherals the most over the forecast period. The products will be favoured as they have both the portability and the possibility to be a proper workstation. Over the forecast period, tablets and other portable computers is expected to have passed its positive growth and start to decline to the benefit of laptops again. In volume figures, tablets and other portable computers is expected to drop with a 12% CAGR over the forecast period, whereas laptops will go back to just a slightly negative CAGR. The advancement of laptops will also affect desktops, which will continue to be less favoured than laptops and have a 7% negative CAGR over the forecast period. Through the increased usage and sales of laptops, monitors sales will suffer. Printers will also be used less often over the forecast period as much of the information that Swedes need with them today, such as tickets and reservations, can be carried with them in their smartphones instead of having to be printed.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Computers and Peripherals industry in Sweden with research from Euromonitor's team of in-country analysts.

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