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Hungary Consumer Electronics Report Q1 2011


Hungary Consumer Electronics Report Q1 2011

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Additional Information
Price $530.00
Meta Description No
Publisher Business Monitor International
Date of Report Aug 1, 2011
Quick Overview
Hungary’s consumer electronics devices market, defined as the addressable market for computingdevices, mobile handsets and video, audio and gaming products, is projected at around US$2.3bn in 2011.Following a sharp deceleration in 2009, revenues growth remained sluggish in 2010 thanks to lowerprices, but spending is expected to increase at a CAGR of 7.4% to US$2.9bn by 2015. The main driversinclude the growing popularity of digital lifestyle products such as LCD TV sets and notebook computers,as well as lower prices and more flexible terms. .
The outlook for private consumption in Hungary in 2010 remained weak, as households and businessesfocused on paying down debt accumulated in the pre-crisis credit boom rather than on new spending.Hungarian households’ desire to spend less and save more was reflected in figures for deposits in Czechcommercial banks, which rose by 5.5% in April 2010, up from 4.2% in March.
Despite this, rising incomes, product innovation and favourable social and demographic trends shouldsupport a long-term growth trajectory for consumer electronics spending. Mobile telecoms penetration inHungary remains much lower than in neighbouring markets, while digital television subscriptions rose to43.5% of Hungary’s almost 3mn television subscribers in August 2009.
ComputersComputer hardware accounted for around54% of Hungary’s consumer electronicsspending in 2009. BMI forecastsHungary’s domestic market computerhardware sales (including notebooks andaccessories) worth US$1.3bn in 2011.Computer hardware CAGR for the 2011-2015 period is forecast at about 7.4%,driven by sales of feature-rich notebooksand netbooks.
AV DevicesAV devices accounted for around 34% ofHungary’s consumer electronicsspending in 2009. Hungary’s domesticAV device market is forecast atUS$792mn in 2011. Demand for flatscreenTV sets will be the main driver ofa 2011-2015 AV spending CAGR of4.2%, as Hungary moves towards digitalbroadcasting, while video devices such asflat-screen TV sets, digital cameras andVCR players account for more than 80%of demand.
Mobile HandsetsMobile handset sales accounted foraround 11% of Hungary’s consumerelectronics spending in 2009. Hungary’smarket handset sales are expected togrow at a 2011-2015 CAGR of 3.7% to avalue of US$337mn in 2015, as themobile subscriber penetration ratereaches 132%. Sales will be dominatedby the replacement market, with growingdemand for smartphones and 3Ghandsets. Hungarian mobile operators areplanning to place mobile broadband anddata services centre-stage in the months ahead, while May 2010 brought Hungary’s first 3D TVbroadcast.
Table of Contents
Executive Summary ........................................................................................................................................ 5
SWOT Analysis ................................................................................................................................................ 7
Hungary Consumer Electronics Market SWOT .................................................................................................................................................... 7
Hungary Political SWOT .............................................................................................................................................................................. 8
Hungary Economic SWOT .................................................................................................................................................................................... 9
Hungary Business Environment SWOT ............................................................................................................................................................... 10
Business Environment Ratings .................................................................................................................... 11
Table: Regional Consumer Electronics Business Environment Ratings............................................................................................................... 11
Consumer Electronics Market ...................................................................................................................... 14
Computers ................................................................................................................................................................................................... 15
Table: PC Sales .......................................................................................................................................................................................... 15
AV Devices .................................................................................................................................................................................................. 18
Table: AV Sales .......................................................................................................................................................................................... 18
Mobile Handsets ......................................................................................................................................................................................... 21
Table: Mobile Communications .......................................................................................................................................................................... 21
Consumer Electronics Industry .................................................................................................................... 25
Table: Electronics Output ................................................................................................................................................................................... 25
Table: Hungary Industrial Parks And Resident IT/Electronics Companies ......................................................................................................... 27
Table: Restructuring Plans Of Major IT/Electronics Companies In Hungary ..................................................................................................... 28
Table: Electronics Output By Segment ............................................................................................................................................................... 29
Table: Foreign Direct Investment By Asian LCD TV Set Manufacturers In Hungary ......................................................................................... 30
Hungarian Exports of Office Machines And Automatic Data Machines, April 2009-Feb 2010 (HUFmn) ........................................................... 30
Industry Forecast Scenario ........................................................................................................................... 32
Consumer Electronics Market ............................................................................................................................................................................ 32
Table: Consumer Electronics Overview .............................................................................................................................................................. 32
Industry Developments................................................................................................................................. 34
Macroeconomic Forecast ................................................................................................................................................................................ 36
Hungary – Economic Activity ............................................................................................................................................................................. 37
Competitive Landscape ................................................................................................................................ 38
Computer .................................................................................................................................................................................................... 38
Handsets ..................................................................................................................................................................................................... 40
AV ............................................................................................................................................................................................................... 42
Domestic Company Monitor......................................................................................................................... 43
Albacomp .................................................................................................................................................................................................... 43
BMI Methodology .......................................................................................................................................... 44
How We Generate Our Industry Forecasts ......................................................................................................................................................... 44
Electronics Industry .................................................................................................................................................................................... 45
Sources ....................................................................................................................................................................................................... 45




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