Chile Consumer Electronics Report Q1 2015
Headline Expenditure Projections
Computer sales: USD1.16bn in 2014 to USD1.13bn in 2015, -2.2% in US dollar terms. Unit growth is being driven by the boom in tablet sales, but with additional volume concentrated at the low-end, and peso depreciation forecast for 2015, we expect a contraction in market value.
AV sales: USD1.2bn in 2014 to USD1.2bn in 2015, +0.9% in US dollar terms. After a boost to TV set sales in 2014 as a result of the FIFA World Cup in Brazil, we expect a marked slowdown in sales growth in 2015.
Handset sales: USD854mn in 2014 to USD895mn in 2015, +4.8% in US dollar terms. A continued boom in smartphone volumes will ensure continued growth in value terms, but increasing saturation and peso depreciation mean growth is expected to slow from the rate seen in 2014.
Key Trends & Developments
Browsing traffic data indicate Motorola made major inroads into the Chilean smartphone market in 2014, which, combined with the threat stemming from the international expansion of Chinese smartphone...
In the Chilean consumer electronics market, tablets and smartphones have been the main growth drivers since 2012, when the wide availability of lower cost Android devices extended market reach. However, this growth has had casualties, including notebook and digital camera sales. In 2015 peso depreciation will be drag on market value growth, but over the medium term we expect the economic environment to remain supportive, with banks willing to extend credit and the unemployment rate remaining low. However, there is a note of caution to temper our positive outlook, with a significant slowdown in external demand potentially disrupting household spending. Despite this, our core view of growth remains bullish based on the fundamentals of low household penetration of many digital devices, plus their growing affordability, which should keep the consumer electronics market on an upward trajectory.
BMI Industry View
Consumer Electronics Market
Table: Consumer Electronics Overview
Table: Chile - Economic Activity
Table: PC Sales, 2011-2018
Table: AV Sales, 2011-2018
Table: Mobile Handset Market, 2011-2018
Table: Samsung Electronics
Industry Trends And Developments
Table: Government Authority
Table: Chile's Population By Age Group, 1990-2020 ('000)
Table: Chile's Population By Age Group, 1990-2020 (% of total)
Table: Chile's Key Population Ratios, 1990-2020
Table: Chile's Rural And Urban Population, 1990-2020
Industry Forecast Methodology
Risk/Reward Rating Methodology
Table: Consumer Electronics Risk/Reward Ratings Indicators
Table: Weighting Of Indicators
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