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Turkey Consumer Electronics Report Q3 2016

  • May 2016
  • -
  • Business Monitor International
  • -
  • 67 pages

Includes 3 FREE quarterly updates

BMI View: The latest trade data for Turkey's consumer electronics market reinforces our assessment thatlira depreciation against the dollar resulted in a contraction of domestic demand due to reducedaffordability, meaning consumers substituted for cheaper models and deferred purchases. We forecastanother year of contraction in 2016 as depreciation continues, with the impact of any global economiccrises presenting additional downside due to Turkey's economic fragilities. In contrast to this challengingshort-term outlook, we expect a return to growth from 2017 as the lira stabilises, which should return themarket to a growth trajectory based on rising incomes and vendors tapping low penetration rateopportunities. We forecast a CAGR of 1.0% over 2016-2020 to USD13.04bn in 2020.

Latest Updates & Industry Developments

-Computer Hardware Sales: Demand for PCs declined sharply in 2015 as device replacements andupgrades were deferred, and it will only be from 2018 that the PC market returns to growth. We forecasta 1.1% CAGR for computer hardware sales in USD terms over 2016-2020.

-AV Sales: There has been a sustained period of contraction in AV sales due TV set price erosion anddigital camera and mp3 player demand cannibalisation - all in a climate of eroding household purchasingpower. The market is however expected to return to growth from 2017, with a CAGR of 1.5% forecastfor 2016-2020.

-Handset Sales: The handset market has been the outperforming segment of the consumer electronicsmarket since the beginning of the smartphone boom in 2010-2011, but as a result of smartphone marketsaturation we expect growth to slow sharply. We forecast a CAGR of 0.8% over 2016-2020 toUSD6.61bn.

Table Of Contents

Turkey Consumer Electronics Report Q3 2016
BMI Industry View 7
Latest Updates and Industry Developments 7
SWOT 9
Consumer Electronics Market 9
Industry Forecast 11
Latest Updates 11
Structural Trends 11
Table: Consumer Electronics Overview (Turkey 2014-2020) 15
Industry Risk Reward Index 16
Table: Europe CE Risk/Reward Index, Q3 2016 18
Market Overview 19
Recent Developments 19
Computers 19
Table: PC Sales (Turkey 2014-2020) 19
AV Devices 26
Table: AV Sales (Turkey 2014-2020) 26
Table: Turkey Household AV Device Penetration (%) 29
Mobile Devices 31
Table: Mobile Communications (Turkey 2014-2020) 31
Industry Trends And Developments 41
Electronics Trade 41
Table: Central And Eastern Europe (CEE) Consumer Electronics Products Trade Value (USDmn), 2010-2015 41
Table: Turkey Electronics Trade Breakdown (USDmn), 2010-2015 42
Operational Risk And Government Policy 43
Industry Breakdown 45
Regulatory Development 47
Table: Regulatory Authorities 47
Competitive Landscape 51
Retailers 51
Table: Major Electronics Retailers 51
Table: Major E-Commerce Retailers And Online Marketplaces 51
Consumer Electronics Companies 52
International Companies 52
Table: Acer 52
Table: Hewlett-Packard 53
Table: Lenovo 54
Local Companies 55
Table: Exper 55
Table: Casper 56
Table: Telpa Communications 57
Demographic Forecast 58
Table: Population Headline Indicators (Turkey 1990-2025) 59
Table: Key Population Ratios (Turkey 1990-2025) 59
Table: Urban/Rural Population and Life Expectancy (Turkey 1990-2025) 60
Table: Population By Age Group (Turkey 1990-2025) 60
Table: Population By Age Group % (Turkey 1990-2025) 61
Methodology 63
Industry Forecast Methodology 63
Sector-Specific Methodology 64
Sources 64
Risk/Reward Index Methodology 65
Sector-Specific Methodology 66
Table: Consumer Electronics Risk/Reward Index Indicators 66
Table: Weighting Of Indicators 67

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