New Report Available: Portable Players in Austria

Mobile devices, including smartphones and tablets, continued to pose a strong threat to sales of portable players in Austria in 2015. By 2015, 37% of Austrian consumers possessed either a smartphone or a tablet. By the end of 2013, virtually all smartphones available in Austria were able to play MP3 audio files and MP4 video files, replicating the functions of portable MP3 players and portable multimedia players. These consumers have long realised the convenience of using mobile devices to listen to music or read e-books. Thus, it is not necessary to carry another mobile device such as an e-reader or a portable media player, which would simply mean more bulk to carry around. Instead smartphones and tablets fulfil these functions.

Competitive Landscape

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Sony was the leading company in portable players with a retail value share of 29% in 2015. The company owes its success to its outstanding position in portable media players, in which it ranked first with a 42% retail volume share in 2015. Sony benefits from its strong overall reputation in consumer electronics and is thus a well-known and popular brand in Austria. The company offers a number of mass market devices, as well as premium portable media players. Sony continuously strives to be innovative and launch new products. The company launched a number of new premium portable media players for consumers seeking devices which offer excellent sound in 2015.

Industry Prospects

The trend towards wider usage of smartphones and tablets is expected to continue to negatively impact sales of portable players in Austria over the forecast period. As more consumers switch to a smartphone or purchase a tablet, many will consider it not necessary to also own a portable player.

Report Overview

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

The Portable Players in Austria market research report includes:

* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth
* Robust and transparent market research methodology, conducted in-country

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