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CONSUMER ELECTRONICS
Global Market Development
Jürgen Boyny | May 2015
juergen.boyny@gfk.com
2
Innovations Consumer
Electronics
Information
Technology
Tele-
communication
3
Source: Digital World by GfK Boutique in partnership with the Consumer Electronics Association
2015 will be driven by smartphone sales
and launch of new smart technologies
+0.1%
2013
€ 771bn
• Decline in
mature product
categories
slowdown.
+0.9%
2014
€ 778 bn
• Slowdown in emerging
markets and smartphones
& tablets spending.
• Phablet segment
driving growth.
+1.5%
2015
forecast
€ 790 bn
• GDP remains sub-
par in emerging
markets.
• Emerging market
smartphone
strength and new
product categories.
Spending on digital devices is ongoing positive.
4
Share of Digital World Devices │ Retail Sales Revenue in % by Region
Source: Digital World by GfK Boutique in partnership with the Consumer Electronics Association
8 8
8 8
26 27
10 10
22 22
26 25
2014 Forecast 2015
Middle East/Africa
Latin America
Emerging Asia
Developed Asia
North America
Europe
6
0
3
-3
3
-1
Growth forecast 2015 in €
Emerging Asia is leading region in Digital World spending.
CHINA
19%
5
1 Includes mature products as DVD and HIFI | But also new gadgets as Action Cams and Smart Watches
Share of Digital World Devices │ Retail Sales Revenue in % by products
Source: Digital World by GfK Boutique in partnership with the Consumer Electronics Association
21 18
2 2
13 14
6 6
12 12
8 8
38 40
2014 Forecast 2015
-5
-15
2.3
-5
-6
1
8
Forecast 2015
All other categories1
Digital Still Camera
LCD TV
Desk PC
Mobile PC
Tablet PC
Smart-/Mobile Phones
Smartphones and Tablets are main drivers of Digital World.
6
1.23
1.4
2014 2015
Smartphones bill units
Smartphones
Global sales
Bill units
© GfK 2015 | GfK. Growth from Knowledge | Source: GfK Digital World by Boutique Research, in partnership with the Consumer Electronics Association
7
Source: Digital World by GfK Boutique in partnership with the Consumer Electronics Association
Smart glasses
Wearable headset
Wearable camera
Health & fitness tracker
Smartwatch
1 2 55 7
118
12
1514
25
38
4
26
46
2014 2015 2016
Wearables MIO units
2014 2015 2016
31
72
114
Smartphones bear new markets: WEARABLES.
8
High-end Lifestyle
Smartwatches
will come up not
only by Apple.
Consumers will look for
smartwatches by
their favorite
luxury brands.
9
47 47.9
41.6
35.2
27.2
22.7
2010 2011 2012 2013 2014 2015
1.3
2.2
3.9
6.7
10.9
12.9
2010 2011 2012 2013 2014 2015
10.4
37.9 40
33.9
25.3
20.2
2010 2011 2012 2013 2014 2015
0.2 0.8 1.6
3.3
6.9
9.6
2010 2011 2012 2013 2014 2015
Portable Car Navigation
Mio Units
Action Cams
Mio Units
E-Reader
Mio Units
Soundbar Speaker
Mio Units
However: some new markets arose fast and went
down fast as well
© GfK 2015 | GfK. Growth from Knowledge | GfK Digital World by Boutique Research, in partnership with the Consumer Electronics Association
10
Drones will be the
next upcoming hype.
B2B market
as well as
B2C market!
11
Internet innovation
happens also
at home.
Not only
mobile internet
stands for
innovation.
12
12
16
19 21
2013 2014 2015 2016
In 2015
3,9 MIO units curved TV
400 THS units OLED TV
Share of 50 inch
+ at flat TV units %
0
4
11
17
2013 2014 2015 2016
Share of 4k
at flat TV units %
28
34
41 45
2013 2014 2015 2016
Share of smart TV
at flat TV units %
241.5 248.1 246.7 245.7
106.1 105.4
116.3 114.4
2013 2014 2015 2016
Global TV sales Mio units
Global TV sales Bn Euro
Living room 2015: TV market stable - demand driven by innovation
© GfK 2015 | GfK. Growth from Knowledge | Source: GfK Digital World by Boutique Research, in partnership with the Consumer Electronics Association
13
All available
at home and mobile
always and everywhere
Justin Bieber
House of Cards
The Walking Dead
Desperate
Housewives
Gangnam Style
Internet
Media
Player
Apple
TV Box
Smart-
TV
Android
TV
Amazon
Fire TV
14
27,3 Mio 4k/UHD in 2015
expected.
+ 10% of LCD TV Market 0.9
10.5
27.3
42.3
55.2
2013 2014 2015 2016 2017
4k/UHD
Global Sales Mio units
52
More than 50% of global sales of
4k will happen in China in 2015
Ranking in Consumer TV-Demand: 1.) screensize but 2.) picture quality
© GfK 2015 | GfK. Growth from Knowledge | Source: GfK Digital World by Boutique Research, in partnership with the Consumer Electronics Association
15
Findings -> Consumer Electronics
16
putting puzzle together -> TV
• Driven by innovations TV market moved stepwise back into the
consumers interest: Flat, LED, Internet, 3D, 4k, OLED, Curved …
• However, on a total global level there is no significant growth in
unit based TV demand
• additional demand is coming from emerging countries (India, SEA
…), larger screen size and improved display quality (4k).
• Price is ongoing under pressure, driven by a continuous and
ongoing concentration on retail level (Technical Superstores vs.
Online Sales).
Conclusion
17
putting puzzle together -> Video
• Video content at home is global content and will be
streamed via internet to the Smart TV (similar experience
we had 5 years ago with Audio content via internet).
• DVD Player, even Blu Ray player will fade out of the
market.
• Streaming Media Player (Cromecast, Amazon Fire TV …)
will remain only a short time until all TV’s are Smart TVs.
Conclusion
18
And audio is growing
19
putting puzzle together -> Audio
• Sound today is streaming audio
• Devices have to be connected to the mobile internet devices
• Devices have to be controlled by a smartphone app.
• Potentials are:
• Docking Mini Speakers (several brands, also highend)
• Headphones/Headsets (e.g. Apple/Beats)
• Network Music Systems (Sonos / Bose)
Conclusion
20
Market for
Consumer Electronics,
Telecom,
Information Technology
will continue to grow.
As in the past
market will be
driven by
innovations.
Smartphones and
mobile internet will
bear new
innovative benefits
for the consumers
in their everyday
live.
Internet of things
has started now.
Conclusion
21
GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions.
More than 13,000 market research experts combine their passion with GfK’s long-standing data science experience. This
allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries. By using
innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive
edge and enrich consumers’ experiences and choices.

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GfK - Consumer Electronics Summit (CES) China 2015

  • 1. 1 CONSUMER ELECTRONICS Global Market Development Jürgen Boyny | May 2015 juergen.boyny@gfk.com
  • 3. 3 Source: Digital World by GfK Boutique in partnership with the Consumer Electronics Association 2015 will be driven by smartphone sales and launch of new smart technologies +0.1% 2013 € 771bn • Decline in mature product categories slowdown. +0.9% 2014 € 778 bn • Slowdown in emerging markets and smartphones & tablets spending. • Phablet segment driving growth. +1.5% 2015 forecast € 790 bn • GDP remains sub- par in emerging markets. • Emerging market smartphone strength and new product categories. Spending on digital devices is ongoing positive.
  • 4. 4 Share of Digital World Devices │ Retail Sales Revenue in % by Region Source: Digital World by GfK Boutique in partnership with the Consumer Electronics Association 8 8 8 8 26 27 10 10 22 22 26 25 2014 Forecast 2015 Middle East/Africa Latin America Emerging Asia Developed Asia North America Europe 6 0 3 -3 3 -1 Growth forecast 2015 in € Emerging Asia is leading region in Digital World spending. CHINA 19%
  • 5. 5 1 Includes mature products as DVD and HIFI | But also new gadgets as Action Cams and Smart Watches Share of Digital World Devices │ Retail Sales Revenue in % by products Source: Digital World by GfK Boutique in partnership with the Consumer Electronics Association 21 18 2 2 13 14 6 6 12 12 8 8 38 40 2014 Forecast 2015 -5 -15 2.3 -5 -6 1 8 Forecast 2015 All other categories1 Digital Still Camera LCD TV Desk PC Mobile PC Tablet PC Smart-/Mobile Phones Smartphones and Tablets are main drivers of Digital World.
  • 6. 6 1.23 1.4 2014 2015 Smartphones bill units Smartphones Global sales Bill units © GfK 2015 | GfK. Growth from Knowledge | Source: GfK Digital World by Boutique Research, in partnership with the Consumer Electronics Association
  • 7. 7 Source: Digital World by GfK Boutique in partnership with the Consumer Electronics Association Smart glasses Wearable headset Wearable camera Health & fitness tracker Smartwatch 1 2 55 7 118 12 1514 25 38 4 26 46 2014 2015 2016 Wearables MIO units 2014 2015 2016 31 72 114 Smartphones bear new markets: WEARABLES.
  • 8. 8 High-end Lifestyle Smartwatches will come up not only by Apple. Consumers will look for smartwatches by their favorite luxury brands.
  • 9. 9 47 47.9 41.6 35.2 27.2 22.7 2010 2011 2012 2013 2014 2015 1.3 2.2 3.9 6.7 10.9 12.9 2010 2011 2012 2013 2014 2015 10.4 37.9 40 33.9 25.3 20.2 2010 2011 2012 2013 2014 2015 0.2 0.8 1.6 3.3 6.9 9.6 2010 2011 2012 2013 2014 2015 Portable Car Navigation Mio Units Action Cams Mio Units E-Reader Mio Units Soundbar Speaker Mio Units However: some new markets arose fast and went down fast as well © GfK 2015 | GfK. Growth from Knowledge | GfK Digital World by Boutique Research, in partnership with the Consumer Electronics Association
  • 10. 10 Drones will be the next upcoming hype. B2B market as well as B2C market!
  • 11. 11 Internet innovation happens also at home. Not only mobile internet stands for innovation.
  • 12. 12 12 16 19 21 2013 2014 2015 2016 In 2015 3,9 MIO units curved TV 400 THS units OLED TV Share of 50 inch + at flat TV units % 0 4 11 17 2013 2014 2015 2016 Share of 4k at flat TV units % 28 34 41 45 2013 2014 2015 2016 Share of smart TV at flat TV units % 241.5 248.1 246.7 245.7 106.1 105.4 116.3 114.4 2013 2014 2015 2016 Global TV sales Mio units Global TV sales Bn Euro Living room 2015: TV market stable - demand driven by innovation © GfK 2015 | GfK. Growth from Knowledge | Source: GfK Digital World by Boutique Research, in partnership with the Consumer Electronics Association
  • 13. 13 All available at home and mobile always and everywhere Justin Bieber House of Cards The Walking Dead Desperate Housewives Gangnam Style Internet Media Player Apple TV Box Smart- TV Android TV Amazon Fire TV
  • 14. 14 27,3 Mio 4k/UHD in 2015 expected. + 10% of LCD TV Market 0.9 10.5 27.3 42.3 55.2 2013 2014 2015 2016 2017 4k/UHD Global Sales Mio units 52 More than 50% of global sales of 4k will happen in China in 2015 Ranking in Consumer TV-Demand: 1.) screensize but 2.) picture quality © GfK 2015 | GfK. Growth from Knowledge | Source: GfK Digital World by Boutique Research, in partnership with the Consumer Electronics Association
  • 15. 15 Findings -> Consumer Electronics
  • 16. 16 putting puzzle together -> TV • Driven by innovations TV market moved stepwise back into the consumers interest: Flat, LED, Internet, 3D, 4k, OLED, Curved … • However, on a total global level there is no significant growth in unit based TV demand • additional demand is coming from emerging countries (India, SEA …), larger screen size and improved display quality (4k). • Price is ongoing under pressure, driven by a continuous and ongoing concentration on retail level (Technical Superstores vs. Online Sales). Conclusion
  • 17. 17 putting puzzle together -> Video • Video content at home is global content and will be streamed via internet to the Smart TV (similar experience we had 5 years ago with Audio content via internet). • DVD Player, even Blu Ray player will fade out of the market. • Streaming Media Player (Cromecast, Amazon Fire TV …) will remain only a short time until all TV’s are Smart TVs. Conclusion
  • 18. 18 And audio is growing
  • 19. 19 putting puzzle together -> Audio • Sound today is streaming audio • Devices have to be connected to the mobile internet devices • Devices have to be controlled by a smartphone app. • Potentials are: • Docking Mini Speakers (several brands, also highend) • Headphones/Headsets (e.g. Apple/Beats) • Network Music Systems (Sonos / Bose) Conclusion
  • 20. 20 Market for Consumer Electronics, Telecom, Information Technology will continue to grow. As in the past market will be driven by innovations. Smartphones and mobile internet will bear new innovative benefits for the consumers in their everyday live. Internet of things has started now. Conclusion
  • 21. 21 GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions. More than 13,000 market research experts combine their passion with GfK’s long-standing data science experience. This allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries. By using innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive edge and enrich consumers’ experiences and choices.