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Turkey Consumer Electronics Report Q1 2011


Turkey 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
Turkey’s domestic consumer electronics devices market, defined as the addressable market for computing devices, mobile handsets and video, audio and gaming products, is projected to be worth around US$8.0bn in 2011. Despite a relatively weak recovery forecast for consumer spending in 2010, demand is expected to increase at a CAGR of 9.4% to US$12.6bn by 2015, driven by growing popularity of digital lifestyle devices such as LCD TV sets, notebook computers and digital cameras, as well as rising incomes and lower prices.
Turkish consumer demand pushed significantly higher in 2010, after negative growth in some consumer electronics market segments in 2009. The Turkish banking sector is well positioned to expand consumer credit, which will help counter the threat from looming interest rate hikes and fiscal austerity measures. Meanwhile, camera penetration is expected to pass 80% by 2012 and PC penetration is projected to reach 30% by 2014, while mobile subscriber penetration has passed 80%.
Computers Computer hardware accounted for around 62% of Turkey’s consumer electronics spending in 2009 and will continue to be the largest product segment. BMI forecasts Turkish computer hardware sales of US$4.1bn in 2011, up from US$3.7bn in 2010. Computer hardware CAGR for the 2011-2015 period is forecast at about 10.3%, in the context of 10% PC penetration and driven by sales of notebooks and netbooks.
AV Devices AV devices accounted for around 22% of Turkey’s consumer electronics spending in 2009. Turkey’s domestic AV device market is estimated at US$1.6bn in 2011. In 2009, AV revenues declined year-onyear (y-o-y), but sales of LCD TV sets continued to grow. Turkey’s evolution towards digital TV services will help drive a 2011-2015 CAGR of 6.9%, with video devices such as TV sets, digital cameras and VCR players accounting for more than 80% of demand.
Mobile Handsets Mobile handset sales accounted for around 15% of Turkey’s consumer electronics spending in 2009. Turkey’s market handset sales are expected to grow at a CAGR of 9.0% to US$2.0bn in 2015. Sales will be dominated by the replacement market, with demand for high-end handsets receiving a boost from the rapid uptake of 3G services since their launch in July 2009. In February 2010, Turkcell announced that its 3G network attracted about 5mn subscribers in just six months of operation.
Table of Contents
Executive Summary ........................................................................................................................................ 5
SWOT Analysis ................................................................................................................................................ 7
Turkey Consumer Electronics Market SWOT ....................................................................................................................................................... 7
Turkey Political SWOT ................................................................................................................................................................................. 8
Turkey Economic SWOT ............................................................................................................................................................................... 8
Turkey Business Environment SWOT .................................................................................................................................................................... 9
Business Environment Ratings .................................................................................................................... 10
Table: Regional Consumer Electronics Business Environment Ratings............................................................................................................... 10
Consumer Electronics Market ...................................................................................................................... 13
Computers ................................................................................................................................................................................................... 14
Table: PC Sales .......................................................................................................................................................................................... 14
AV ............................................................................................................................................................................................................... 17
Table: AV Sales .......................................................................................................................................................................................... 17
Mobile Handsets ......................................................................................................................................................................................... 20
Table: Mobile Communications .......................................................................................................................................................................... 20
Consumer Electronics Industry .................................................................................................................... 24
Table: Turkey Electronics Industry – Key Metrics .............................................................................................................................................. 24
Table: Exports (US$mn) ..................................................................................................................................................................................... 25
Industry Forecast Scenario ........................................................................................................................... 30
Consumer Electronics Market ............................................................................................................................................................................ 30
Table: Consumer Electronics Overview .............................................................................................................................................................. 30
Industry Developments................................................................................................................................. 33
Macroeconomic Forecast .............................................................................................................................. 35
Table: Turkey - Economic Activity ...................................................................................................................................................................... 37
Competitive Landscape ................................................................................................................................ 38
Computers ................................................................................................................................................................................................... 38
Handsets ..................................................................................................................................................................................................... 40
AV ............................................................................................................................................................................................................... 41
Domestic Company Monitor......................................................................................................................... 43
Vestel Electronics ....................................................................................................................................................................................... 43
Grundig ...................................................................................................................................................................................................... 45
Indeks Bilgisayar ........................................................................................................................................................................................ 46
BMI Methodology .......................................................................................................................................... 47
How We Generate Our Industry Forecasts ......................................................................................................................................................... 47
Electronics Industry .................................................................................................................................................................................... 48
Sources ....................................................................................................................................................................................................... 48




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