The consumer technology products market grew by 9.6 percent in 2019 compared to the previous year, reaching a sales figure of 66.5 billion liras.
According to the AA correspondent’s compilation of data from the GfK Temax research company, while interest in consumer technology and innovative products is increasing day by day, the money spent by households on these products is also increasing.
The consumer technology products market grew by 27.6 percent in the fourth quarter of 2019 compared to the same period of 2018, reaching a turnover of 18.9 billion liras, and in total in 2019, it grew by 9.6 percent compared to the previous year, reaching an annual turnover of 66.5 billion liras.
While the product group with the highest annual increase rate was small household appliances with an increase of 20.4 percent, the turnover in this area exceeded 6.6 billion liras.
These products were followed by large white goods with an increase of 19.7 percent and a turnover of 18.8 billion liras, consumer electronics with an increase of 6.1 percent and a turnover of 7.7 billion liras, telecom products with an increase of 4.1 percent and a turnover of 28.3 billion liras, and information technology products with an increase of 3.3 percent and a turnover of 4.7 billion liras.
In the washing machine product group in large white goods, the 7 kilogram category recorded a 41 percent growth in turnover in 2019 compared to 2018, while 9 kilogram and 10 kilogram and above washing machines grew by 26 percent.
The highest rate of decline was seen in office machines and consumables with 17.2 percent and in cameras with 16.3 percent decline.
Black Friday boosts telecom sales
On the other hand, while the growth in the fourth quarter of 2019 came from the consumer electronics, small home appliances, telecom and information technology sectors, the “Black Friday” discount day known as “Black Friday” and November campaigns were effective in growth.
The telecom sector grew by 41.4 percent in the fourth quarter of 2019 compared to the same period of the previous year, achieving a turnover of 8 billion liras. This growth was driven by the increase in sales due to Black Friday and new product model launches.
The information technologies sector grew by 40.9 percent, reaching a turnover of 1.6 billion liras. Comparing the fourth quarters of 2018-2019, while all product groups grew, tablets and laptops grew the most.
Innovative products expand markets
The large white goods sector, which reached approximately 4.8 billion liras in the quarter in question, showed a turnover growth of 8.7 percent compared to the same period last year.
Compared to 2018, double-digit growth was observed in all categories in the large white goods sector. The dryer product group was the category with the highest growth.
The small electrical household appliances sector achieved 29 percent growth in the fourth quarter of 2019 compared to the same period of the previous year and reached a turnover of 1.9 billion liras.
While the category continued to grow with differentiated innovative products, new generation Turkish coffee machines, hot beverage preparation with the effect of espresso and filter coffee machines, and hair styling products with “hot air hair styling products” were among the highest growing categories in the fourth quarter.
The consumer electronics sector achieved a turnover of 2.5 billion liras in the fourth quarter of 2019, recording 24 percent growth compared to the fourth quarter of 2018.
While all categories except home audio systems and video player categories recorded double-digit growth compared to the fourth quarter of 2018, the TV category grew 24 percent in turnover compared to the same period last year.
In the said period, UHD TVs continued to record double-digit growth, while 60-inch and above TVs were the segment with the highest growth in the TV product group.
The office machinery and consumables sector shrank by 6.3 percent compared to the same quarter of the previous year and achieved a turnover of 143 million liras. Comparing the fourth quarters of 2018 and 2019, it was seen that the shrinkage came from cartridges with double digits.
Source: https://www.aa.com.tr/tr/ekonomi/tuketici-teknolojisine-gecen-yil-66-milyar-lira-harcandi/1750481
