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Within computers, the increasing volume sale of tablets is the most apparent trend in 2014. The increasing number of hybrid models as well as a continued growth within "simple tablets" will help fuel the overall growth within computers in 2014. Most of this growth is related to the expected number of Norwegians owning a tablet still will be increasing, as well as diversity with the hybrid models also influence Norwegians' decision to purchase new units. In addition to this, the big percentage de...Growth in retail volume sales for the entire computers and peripherals category in 2013 was down on 2012, while current value sales declined. The slowdown in volume growth was partly attributable to increasing maturity. However, it was also due to rapid growth in the popularity of tablets, which cannibalised demand for various other types of computers and peripherals products. Netbooks was the category worst affected by this trend, though the boom in demand for tablets also contributed to volume sales declines in the laptops, desktops and monitors categories. Rising ownership of smartphones in Norway also cannibalised demand for different types of computers and peripherals products, albeit to a lesser extent than in the case of tablets and other portable computers. Increasing competition, maturity and cannibalisation resulted in widespread discounting, which compounded the negative impact that the slowdown in volume growth had on computers and peripherals current value sales.Apple was the overall leader in computers and peripherals in 2012 with a retail volume share of 23%. This was mainly due to its commanding lead in tablets and other portable computers, where it claimed a volume share of 60% thanks to the early mover advantage and high quality reputation of its iconic iPad brand. Apple also ranked fourth in desktops and sixth in laptops, where it offers the Mac and MacBook brands, respectively. Hewlett-Packard Norge AS was the second leading player overall with a retail volume share of 20%. Offering a wide range of different product types and models under its world-renowned HP brand, the company held leading positions in desktops, laptops, monitors and printers, and also claimed fourth place in netbooks. Samsung rounded out the top three with a volume share of 16%, finishing second in tablets and other portable computers and claiming third place in the laptops, netbooks and peripherals categories. Other prominent competitors in computers and peripherals included Acer, Lenovo Technology BV, Dell AS, Sony Nordic, Canon Norge AS and Toshiba Tec Nordic AB.Retail volume and constant value growth rates for computers and peripherals over the forecast period are expected to be slower than the respective CAGRs recorded during the review period. Together with increasing maturity, cannibalisation will continue to hamper the development of the entire category. Most notably, the growing popularity of tablets and to a lesser extent smartphones will further cannibalise demand for netbooks, laptops and desktops. At the same time, rising ownership of tablets, smartphones and internet smart TVs will curb demand for monitors, while demand for printers will continue to decline in line with the general societal shift to digital media.For more information on the "Computers and Peripherals in Norway" market analysis, see the latest research: Computers and Peripherals in NorwayFollow us on Twitter @CandMResearch
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Copyright Newstex Jun 11, 2015
