Hungary Consumer Electronics Report

Hungary Consumer Electronics Report

Date of Publication: Oct 26, 2015, 75 Pages

Independent 5-year Consumer Electronics Industry Forecasts for Hungary

A more bearish outlook for forint depreciation in 2015 has resulted in a downgrade to the consumer electronics spending growth outlook for Hungary. The PC and AV segments are expected to be hit harder than handset sales due to the higher average selling price, reduced ability to absorb price increases and the lesser necessity of PC or TV ownership versus mobile handsets. The forecast is for a return to growth from 2016, and acceleration in 2017, as the forint strengthens and underling economic conditions become more favourable. The outlook is however weaker than many other markets of comparable income levels even once the economic environment becomes more supportive due to the weak household income growth trend in Hungary. We expect some growth in premium households, but in the mass market we expect weak household growth and continuing price sensitivity, reducing the scope for sale of higher value devices, which will become a more important driver of overall spending growth as vendors increasingly rely on upgrade sales due to saturation.

Headline Expenditure Projections

  • Computer Hardware Sales: USD841mn in 2014 to USD701mn in 2015, a decrease of 16.6%. A slowdown in tablet sales and the fact desktop and notebook upgrade demand was brought forward to 2014 by XP support withdrawal, will exacerbate the negative impact of depreciation of the forint in 2015.

  • AV Sales: USD497mn in 2014 to USD413mn in 2015, -16.9% in US dollar terms. Forecast downgraded in Q4 to reflect our view for faster forint depreciation, and TV set upgrade momentum dynamics are considered relatively weak even over the medium term.

  • Handset Sales: USD708mn in 2014 to USD709mn in 2015, +0.1% in US dollar terms. Significant value growth slowdown from 2014, but outperformance gap to other consumer electronics segments will remain wide in 2015 despite the impact of depreciation.


BMI Industry View
Consumer Electronics Market
Operational Risk
Industry Forecast
Table: Consumer Electronics Overview (Hungary 2013-2019)
Macroeconomic Forecasts
Economic Analysis
Table: Central Europe Underperformer
Table: Hungary GDP By Expenditure
Industry Risk/Reward Index
Table: Europe Risk/Rewards Index - Q4 2015
Market Overview
Table: PC Sales (Hungary 2013-2019)
AV Devices
Table: AV Sales (Hungary 2013-2019)
Mobile Handsets
Table: Mobile Communications (Hungary 2013-2019)
Competitive Landscape
International Companies
Table: Dell
Table: Huawei
Table: Lenovo
Table: Samsung Electronics
Industry Trends And Developments
Table: Electronics Output, 2012-2019
Table: Hungary Industrial Parks And Resident IT/Electronics Companies
Table: Restructuring Plans Of Major IT/Electronics Companies In Hungary
Table: Electronics Output By Segment, 2012-2019
Table: Foreign Direct Investment By Asian LCD TV Set Manufacturers In Hungary
Regulatory Development
Demographic Forecast
Table: Population Headline Indicators (Hungary 1990-2025)
Table: Key Population Ratios (Hungary 1990-2025)
Table: Urban/Rural Population And Life Expectancy (Hungary 1990-2025)
Table: Population By Age Group (Hungary 1990-2025)
Table: Population By Age Group % (Hungary 1990-2025)
Industry Forecast Methodology
Sector-Specific Methodology
Risk/Reward Index Methodology
Sector-Specific Methodology
Table: Consumer Electronics Risk/Reward Index Indicators
Table: Weighting Of Indicators
Additional Information:
Includes 3 free updated quarterly reports
Date of Publication:
Oct 26, 2015
File Format:
PDF via E-mail
Number of Pages:
75 Pages