Asia PC Market Sees Volumes Grow as Unit Prices Slump
SINGAPORE, March 12 /Xinhua-PRNewswire/ -- GfK Asia releases its 2007 Year End Pan Asian IT Retail Data Summary, showing a steady expansion in volume but limited change in value in the region’s IT sector. GfK Asia’s annual report contains detailed data based on retail sales of personal computers (PC), both desktop and portable; monitors, printers, multifunctional devices, keyboards and printer cartridges from ten Asian countries*.
Personal Computers
GfK Asia reports that volumes in the total region’s retail PC market expanded dramatically in 2007, with an average overall regional increase of 21%, but with plummeting per unit values, the overall US$ value of sales actually declined by 5% when compared to 2006.
During 2007, the greatest increase in the PC market was in personal portable computers, with an average regional volume increase of 45% year on year. China was the leader in sales growth with a marked 53% in volumes, to command 57% of all personal portable computer units sold in the region in 2007. However, Unit values for personal portable computers fell dramatically -- in China, the average unit price fell from US$1146.57 in 2006 to just US$994.65 in 2007. The retail desktop PC market across the region increased at a much slower rate, gaining an overall average of 8% volume and a net fall in value of 6% across the region during 2007 when compared to 2006.
"The rapid notebook expansion in most Asian countries due to the eroding price points continues to drive volumes," explains Gerard Tan, Commercial Director, IT and Office, GfK Asia.
Malaysia, which has recently embraced branded PCs over the assembled PCs previously sold, was the stand-out performer in 2007 posting an overall growth of 68% in PC sales volumes and 72% in sales value. This growth is comprised of 111% volume increases in portable personal computers and 35% increase in desktop PC volumes. Interestingly, values rose 92% in both categories, indicating that the average unit value of desktop PCs in particular took a dramatic leap in 2007, compared with the year before.
Stand-Alone Monitors
2007 regional retail sales of stand-alone monitors increased an average 12% for volume (just over 3 million units) and 15% for value when compared to 2006. China and Taiwan led the region with the highest overall volumes, with approximately 750,000 retail units sold in China in 7 main cities and over 800,000 retail units sold in total Taiwan. Yearly growth in monitor volumes was concentrated in Malaysia (45%), Indonesia (34%) and Vietnam (32%) when compared to 2006.
Mr. Tan comments, "Consumers from developing markets in Asia increased their adoption of LCD displays over the course of 2007. Where as LCD displays are a more expensive purchase than the standard CRTs which were dominant in past years, which explains the growth in volumes in these particular countries."
Printers
GfK data shows the region’s overall retail printer market is falling, with some individual markets such as Vietnam (23%), and Malaysia (36%) showing good volume growth, counterbalanced by other, more mature markets, such as Hong Kong (-16%), Taiwan (-9%), and Australia (-30%), which showed significant falls in volume when compared to 2006.
"These figures illustrate the mature market trend moving away from single-function printers in favor of multi-function printing devices. In developing Asia, where PC penetration rates still relatively low and households are acquiring their first PC, single-function printers are selling due to the lower overall consumer spend," added Mr. Tan.
Multifunctional Devices
Of the nine Asian countries surveyed*, multifunctional devices increased an average of 17% for volume and 9% for value in 2007 compared to 2006. Malaysia lead the way showing the greatest year-end volume increase of 86%, followed by Thailand (30%) and New Zealand (29%) in 2007 against 2006. Value growth was lower than volume growth across the region, indicating a continuing regional trend of lower unit prices.
"As multi-function printers are considered as ‘first’ printers in the household, single function printers will loose steam and streamline itself to the high and semi-high end photo dedicated printers. We see as well a growing trend of small photo printers in countries like Singapore and Australia that are eating into the single function printer shares," finishes Mr. Tan.
About GfK Asia Pte Ltd:
GfK Asia Pte Ltd (GfK Asia), part of the global GfK Group, is a leading research company with over 23 years experience in providing reliable Asian retail and technology market data. Our analysts track a broad range of consumer technology markets, including: consumer electronics, telecommunications, IT, household electrical appliances (large and small), digital imaging, optics, entertainment and gaming. GfK Asia covers 55 product groups and over 300,000 models, collecting monthly data from over 6,000 specialist / independent shops as well as over 170 organized retailers with approximately 15,000 outlets. This disciplined methodology, together with tight field operational control in every country, allows GfK Asia to produce high quality reports containing reliable information that our clients can use with confidence.
Based in Singapore, with offices in India, Indonesia, Malaysia, Thailand, China, Korea, Australia, New Zealand, The Philippines, Taiwan and Japan, GfK Asia offers extensive coverage of the following countries: China, Korea, Cambodia, Singapore, Malaysia, Thailand, Indonesia, India, Korea, Taiwan, Hong Kong, Vietnam, New Zealand, The Philippines and Australia. For further information please visit our website: http://www.gfkrt.com .
About The GfK Group:
The GfK Group is the No. 5 market research organization worldwide. Its activities cover the three business sectors of Custom Research, Retail and Technology and Media. The GfK Group achieved sales of 1,112.2 million Euros in financial year 2006. The Group has 115 companies covering over 90 countries. Of a total of approximately 8,760 employees (as of September 30, 2007), 80% are based outside Germany. For further information, visit our website: http://www.gfk.com .
Editors Notes:
* Countries surveyed are China, Hong Kong, Taiwan, Singapore, Malaysia, Thailand, Vietnam, Indonesia, Korea, India and Australia.
* Countries surveyed for Multi functional devices are China, Hong Kong, Taiwan, Singapore, Malaysia, Thailand, Indonesia, Korea, and Australia.
Survey data available upon request.
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