Now Available: Computers and Peripherals in Austria

Computers and peripherals sales in Austria continued to see positive growth in 2015, albeit at a lower rate than in 2014. Trends which had negatively impacted computers and peripherals throughout the review period continued in 2015. As such, the number of consumers in Austria opting for tablets yet again increased at the expense of desktops and laptops. In addition, an increasing number of consumers used their smartphones instead of computers in 2015, which also placed pressure on computer manufacturers and negatively impacted computer volume and value growth. These consumer trends also negatively affected sales of monitors in 2015, although the retail volume and value declines of monitors were not as steep in 2015 as in the previous year.

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Competitive Landscape

Samsung Electronics was able to strengthen its leading position in computers in Austria in 2015, increasing its retail volume share to 24%. The company benefits from the strong overall reputation of its Samsung brand, which offers high-quality products. The excellent performance of Samsung in computers in 2015 was supported by the growing demand for tablets in Austria, in which Samsung Electronics led sales with a 43% retail volume share.

Industry Prospects

Overall the future for computers and peripherals looks quite gloomy. The category is expected to record rapidly declining growth rates, with a negative retail volume CAGR of 5% and a negative retail value CAGR of 10% at constant 2015 prices over the forecast period. Computers is predicted to register a negative retail volume CAGR of 6% over the forecast period, which will have a strong impact on overall sales. The ongoing low demand for desktops in particular is set to impact volume sales. An increasing number of consumers perceive desktops as simply too large and bulky and therefore prefer to opt for laptops or tablets. Although in computers touch screens are anticipated to remain popular and further shape future consumer demand, the trend towards tablets is expected to cool significantly. Tablets sales reached a peak in 2015 with 791,400 units sold during the year. Thus, tablets is becoming saturated in Austria with a large number of consumers already owning one of these devices.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Computers and Peripherals industry in Austria 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 Computers and Peripherals industry in Austria, our research will save you time and money while empowering you to make informed, profitable decisions.



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