GfK TEMAX®, an index developed by GfK to track the technical consumer goods market released its Q4 2014 report for Turkey. The findings of the report are based on surveys carried out on a regular basis by the retail panel of GfK.

1. GfK TEMAX®
Turkey’s Technical Consumer Goods (TCG) Market
Q4 2014 Report

2. GfK TEMAX®, an index developed by GfK to track the
technical consumer goods market released its Q4 2014
report for Turkey.
The findings of the report are based on surveys carried out
on a regular basis by the retail panel of GfK.
GfK Technical Market Index
(TEMAX)

3. Based on GfK TEMAX Q4 2014 report, the Turkish technical consumer
goods market grew by 19 % in Q4 2014, compared with Q4 2013, and
the overall market amounted to TRL10.1 billion.
The market recorded growth of 17% for the whole of year 2014.
Turkey’s technical consumer goods
market grew by 19% in Q4 2014

4. The telecommunication sector closed the last quarter
of 2014 with revenue of TRL3.89 billion, and growth of
32%, compared with Q4 2013.
The overall revenue trend for 2014 was also very
positive, with TRL13.64 billion.
The growth in telecommunications
continued

5. The prevailing trend for smartphones – currently with a 98%
share in the telecommunications sector – continued in Q4
and the premium segment shares increased.
In 2015, it’s expected that the introduction of 4G
technology will impact positively on sales of smartphones,
and will increase the share of 4G-enabled smartphones
which had already reached 35% by the end of Q4 2014.
Smartphone sales are still
increasing

6. In 2014 growth in mediatablets slowed, falls in the mobile computing
segment halted.
The high growth rates in sales of mediatablets halted the decline in the
sector during the first half of the year. Because of the slowing of tablet
growth in the second half of the year, the overall IT sector faced negative
growth rates, compared with the last two quarters of 2013.
Comparing the final quarters of 2014 and 2013 with each other, there was a
decrease in value of 5.4% in 2014.
Overall, the IT sector closed 2014 with only 0.1% growth in value, compared
to 2013.
2014 was a demanding and hard
year for the IT sector

7. Based on GfK TEMAX Report, rapid growth in 2013,
lack of innovation, and relatively longer renewal
periods (compared to smartphones) are the major
reasons causing the slowing growth in the tablets
sector.
Despite these factors, tablets was the only growing
product group in the sector and closed 2014 with
31% growth in value.
Tablets are the only growing
product group in the IT sector

8. The negative growth of the mobile computing segment is reducing.
In the last quarter of 2014, it was 9.2% lower in terms of value, compared to
the last quarter of 2013. This is accepted to be a sign of a better and more
optimistic 2015 for the mobile computing segment.
Both the desk computing and monitors segments declined by 10.7% in terms
of value, when the last quarters of 2013 and 2014 are compared with each
other.
A better and optimistic 2015 is
expected for mobile computing
segment

9. Sales in the major domestic appliances sector reached TRL2.12 billion, with a
growth rate of 15%
For the whole of 2014, sales were TRL8.00 billion – up by 11.1%, compared to
2013.
According to GfK TEMAX Report, the main reasons for the market growth in
value (TRL) were price increases (due to the exchange rate), and a change
in the product mix.
It was also highlighted in the Report that ‘High-energy’ products gained
market share in each category.
Double-digit growth in value in
major domestic appliances

10. In Q4 2014, and compared to the other six sectors, small domestic appliances
had the highest growth in value behind the telecommunications and
consumer electronics sectors.
The sector ended 2014 with a turnover of TRL3.27 billion and a 24% growth
rate.
Small domestic appliances is the
third sector with high growth

11. The consumer electronics sector garnered TRL1.58 billion in Q4 2014 –
growth of 26%, compared to Q4 2013. Also, there was an overall
improvement of 20% for the whole of 2014, confirming the positive
outlook.
Panel TVs were the product that drove the sector, with growth of 29%,
compared to the last quarter of the previous year.
TV is the driving force behind the
growth in consumer electronics sector

12. The share of the market occupied by large-screen TVs continued to
increase. TVs with screens of 40 inches and larger accounted for 65% of
the total sales.
The market share of new technology TVs – including UHD (ultra-high
definition) and curved – accounted for 10% and 3% of the market
respectively.
In 2015, these technologies (UHD, curved, and android) are expected to
gain further ground in the market.
Steady growth continued in the TVs
market

13. The Turkish technical consumer goods market continued its two digit
growth rate in 2014 Q4, as well as its performance in the previous
quarters.
As a summary…

14. In Q4 2014, compared with Q4 2013, photography, information technologies,
office equipment and consumables performed a negative growth rate.
On the other hand, the telecommunications, consumer electronics, major
domestic appliances and small domestic appliances sectors stand out as
those growing in both sales and volume.
As a summary…

15. Thank you!