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After three consecutive years of exacerbated decline, computers and peripherals managed to circumvent the adverse financial panorama experienced in the national territory and growth was registered over 2013 when compared to the homologous period of 2012. Nonetheless, this optimistic scenario was only achieved due to the popularity of tablets and other portable computers. Both tablets as well as hybrid emphasised consumers' increasing demand for mobility and all-in-one features.The adverse economic environment in Portugal was not at all favourable for the development of computers and peripherals towards the end of the review period. The ongoing austerity measures which have been implemented by the government of Portugal in recent years have led to serious declines in disposable incomes. This situation has driven many Portuguese consumers to postpone the acquisition of new consumer electronics products, with the majority of people waiting until their old consumer electronics devices cease functioning before investing in a replacement. For this reason, the replacement cycle in computers and peripherals in Portugal is relatively long at 36 months.Apple Portugal Unipessoal Lda became the leading company in computers and peripherals in Portugal in 2012. The company's continuous launches of state-of-the-art products which represent the highest standards of quality and innovation as well as offering very appealing ergonomic designs have bolstered demand for Apple products among Portuguese consumers, in spite of the fact that Apple products are considerably more expensive than similar products offered under rival brands. In particular, the launch of the iPad in tablets and portable computers during March 2012, the MacBook with retina scanning security features in June 2012 and the iPad Mini in October 2012 were decisive events in Apple Portugal's ascent to the leading position in computers and peripherals in 2012, a position to which it rose from seventh position in 2011. Within computers, Apple's volume share rose to 16% in 2012 from 7% in 2011.Regardless of the high levels of public debt under which the Portuguese government continues to struggle, the economic situation at global and European level is expected to become more positive gradually from 2015 forwards. Already in 2013, computers and peripherals registered a positive performance due to the huge impact of tablets and other portable computers and netbooks. Regardless of the economic constraints placed on the majority of Portuguese households amidst declining purchasing power, the majority of Portuguese consumers are recognised for their predisposition to acquiring new computers featuring the latest technological advances. This is expected to be the main factor buoying sales in computers and peripherals during the forecast period, over which volume sales of computers and peripherals are expected to increase at a CAGR of 4%.For more information on the "Computers and Peripherals in Portugal" market analysis, see the latest research: Computers and Peripherals in PortugalFollow us on Twitter @CandMResearch
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Copyright Newstex Mar 5, 2015
