Consumer Electronics in Europe Juergen Boyny
GfK | April 2017 © GfK 21 April 2017 | Consumer Electronics in Europe
1
Europe is developed and mature region Digital world
Sales value % 6%
19%
4% 17%
4% 17%
4% 17%
76%
78%
79%
79%
2014
2015
2016
2017
2014-2017:
Eastern Europe: -12% in Euro
Source: Digital World by GfK Boutique
© GfK 21 April 2017 | Consumer Electronics in Europe
Western Europe: -1% in Euro
Other regions: +12% in Euro
2
TV Market in Europe Some basic data (2016)
West
East
No. of households
173 mn
136 mn
Installed TV base
321 mn
199 mn
Multiownership
1.9
1.5
© GfK 21 April 2017 | Consumer Electronics in Europe
3
TV Multiownership Europe
Potential
Where to sell more? Norway
3.1
France
1.8
UK
Germany Italy
Poland
2.7 1.5 1.5 1.2
© GfK 21 April 2017 | Consumer Electronics in Europe
4
Even there is a sustainable growth into bigger screen sizes, 32 Inch in units is still the biggest share and is growing in units PTV/FLAT Jan 15-Dec 15
16 3
25
WEU 17 Panelmarket Inch Size Development
Sales Units Jan 16-Dec 16 Jan 15-Dec 15 : Jan 16-Dec 16
14 3
27
25 12 5
9 31.696,4 -9,7
Source: GfK POS
13 3
11 3
32.475,9 2,5
© GfK 21 April 2017 | Consumer Electronics in Europe
Jan 15-Dec 15
5,5
-9%
14,2
-7% 8%
up to 24 Inch 25-29 Inch
-23%
30-34 Inch
23,2
Sales Value Jan 16-Dec 16 Jan 15-Dec 15 : Jan 16-Dec 16 4,7
40-44 Inch
8%
45-49 Inch
17,4
55-59 Inch
6,8
50-54 Inch
-31%
60-69 Inch 70+ Inch
23% 49%
21,4 7,3
72% Abs.
+/- % PY
15.846,5 -5,6
-15%
13,8 21,7
35-39 Inch
0%
24
Jan 16-Dec 16 Sales Units,Sales Value
17,3 4,7
23,7 9,9
-14% -4% -47% -7% -2% -31% 9% 33% 35%
15.636,0 -1,3 5
After change of DVB-T broadcasting in France has pushed smaller screen sizes PTV/FLAT Total
Germany
JanJanDec 15 Dec 16
JanDec 15
9.7
16.4 14.5 3.4
3.1
25.4 26.7
up to 24 Inch 25-29 Inch 30-34 Inch 35-39 Inch 40-44 Inch
24.5 23.9 12.5 13.1 5.2
45-49 Inch 50-54 Inch 55-59 Inch 60-69 Inch 70+ Inch
3.5
2.8
7.3
22 24.3 2.9
25.8 26.2 14.2 14.1 6
14
9.3 11.1
JanDec 16
3
4.1
16
Great Britain
WEU 17 Screen Size by Country France
JanJanDec 15 Dec 16
JanJanDec 15 Dec 16
18.1 14
18.1 20.9
22.5
26.8 12.8 8.1
4.4
6.8
20.6
4.4
29.3
27.2 16.9 5.7
10.4 2.6
21.3 12.3 3.6
4.5
32.4
17.6 10.7
8.2
7.8
Italy
Spain
JanJanDec 15 Dec 16
JanJanDec 15 Dec 16
24.3 20.7
22.1 18
6.3 30.1
20.7 7.8 3.6
5.7
5.2
30.4
21.8 9.5 7.8
3.8
27.4
25.9 11.4 2.8 4.8
3.7
28.1
Austria
JanJanDec 15 Dec 16
5.8
5.8
24.2 27.7
12.8 2.6
6.6
16.2 13.3 3.9
Switzerland
JanJanDec 15 Dec 16
6.6
5.6
22.7 21.4
Netherlands
JanJanDec 15 Dec 16
10
25.3
8.3
24.4
Belgium
JanJanDec 15 Dec 16
7.4 2.6
26.4
5.6
24.9
3.1
14.5 14.6
22.4 16.3 2.7
19.1
22.4 15.6 21.3
31
16.5 4
3.4
4.3
4.9
7.7
8.7
Sweden
JanJanDec 15 Dec 16
7
17.4 16.9
30.5
15.9 3.7
12.5 2.6
30.1
16.9 4.4
9.6
30.1
17.5 3.3
13.6 2.6
17.7 7.6 22.3
6,598
6,480
6,080
5,687
4,759
6,056
4,370
4,483
3,178
3,124
726
796
643
554
1,040
986
624
613
679
-10
2
Sales Units +/- %
-14
-2
-7
-6
-11
27
-11
3
-5
-2
-11
10
-12
-14
-10
-5
-13
-2
-3
Source GfK POS
21
20
19
© GfK 21 April 2017 | Consumer Electronics in Europe
18
15
19
14
14
10
10
2
2
2
2
3
3
2
2
24.5
681
Sales Ths. Units Sales Units %
5
8.5
32,476 100
15.5
4.7
31,696 100
7.4
21.9 20.8
2.6
2.7
26.5 26.6 26.4
Jan-Dec 16 Sales Units %
2
2
6
223 minutes linear TV on average per person are watched in Germany in 2016. Independent of TV set used Viewing Time
Development of average TV viewing time per day/person in min Min. 240 200 160
211 212 208 207 212 201 203 210 183 188 185 190 192
223 225 222 221 221 223 223
In addition to this the VoD consumption has to be counted and adds up to even more minutes
120 80 40
0
1988
Total viewers, all broadcasters, Monday to Sunday, 3 am – 3 pm TV-panel German speaking households | AGF in cooperation with GfK, TV Scope
2016
Source: AGF in cooperation with GfK Audience Measurement | https://www.agf.de/daten/tvdaten/sehdauer/ © GfK 21 April 2017 | Consumer Electronics in Europe
Viewing time of linear TV (incl. catchup) in Germany is still at a very high level
Challenge for all: Get younger generations who watch on Tablets and Smartphones to buy a large screen TV, i.e. change user habits 7
Linear TV Viewing times in Europe
Non-linear pickup has been swift in the UK but a slow starter throughout the rest of Western Europe. The majority of viewing time is still tied to the broadcast schedule be it live or through catch-up.
UK viewing time
2014 → 221 min 2015 → 216 min
5 min less
Data not measured by GfK but taken from website mentioned as source | Source: https://www.statista.com/statistics/422719/tv-daily-viewing-time-europe © GfK 21 April 2017 | Consumer Electronics in Europe
8
Living room 2017 in Europe: TV market in consolidation phase - demand driven by innovation and larger screen sizes Europe TV (incl. CIS) sales Mio units Europe TV (incl. CIS) sales Bn USD
Share of 60 inch + at TV units %
Share of UHD/4k at TV units %
In 2017
Share of smart TV at TV units %
Source: Demand Projector by GfK Boutique, March 10th 2017 Update © GfK 21 April 2017 | Consumer Electronics in Europe
2.9 Mio units
curved TV
0.5 Mio units
OLED TV
9
What’s next in TV
© GfK 21 April 2017 | Consumer Electronics in Europe
10
TV will be driven by new content and by access to new content.
© GfK 21 April 2017 | Consumer Electronics in Europe
11
Consumer want to have more than traditional content.
They will get APPS for different and new content step by step.
© GfK 21 April 2017 | Consumer Electronics in Europe
12
By changing nothing,
nothing changes.
© GfK 21 April 2017 | Consumer Electronics in Europe
13
Why not attending school using the big screen at home ? © GfK 21 April 2017 | Consumer Electronics in Europe
14
Why does her TV has no “Medical
Care App”?
© GfK 21 April 2017 | Consumer Electronics in Europe
15
Take Away:
connected TV should be be more than (movie) entertainment
© GfK 21 April 2017 | Consumer Electronics in Europe
16
Consumers are connected with all displays and all speakers (!)
at home, at work or outside. Innovative connectivity is driving the market.
© GfK 21 April 2017 | Consumer Electronics in Europe
17
Then always the question do we need that?
Are we lost by all these innovations?
Innovation
is connectivity always and
everywhere? © GfK 21 April 2017 | Consumer Electronics in Europe
18
A lot of times, people don't know what they want until you show it to them. Steve Jobs
© GfK 21 April 2017 | Consumer Electronics in Europe
19
Connected Market shows a lot of different successful innovations. 2016 29.8 mn Headphones in Europe
2016 13.3 mn Bluethooth Speakers in Europe
2016 2.2 mn VR-Glasses
2016 1.8 mn Drones in Europe
(incl. VR headmounts) (DE, FR, GB, IT, NL, BE, ES, AT, PT)
Source: GfK POS / Sales units Europe 2016 2016
© GfK 21 April 2017 | Consumer Electronics in Europe
20
Connected Audio is existing since years and the development of audio streaming capable hardware is further positive All streaming-enables products, EU10
+13%
18.070
20.457
13.034 7.340
1.151 437 2010
2.110
3.643
732
2011
1.038 2012
Sales Un. Ths.
1.554 2013
© GfK 21 April 2017 | Consumer Electronics in Europe
+9%
2.268 2014
2.942 2015
Sales € mn.
3.191 2016
89% of audio streaming capable products provide Bluetooth as connectivity standard
(Units % Jan – Dec 2016)
21
Evolution in connected sound since 10 years Home use in a PC environment, sales peak in 2007/2008
Connect via 3.5 clinch. Portable. Sales Peak in 2011/2012
PC Speaker
Streaming directly to Spotify and Co via 3G/4G or WiFi? Voice activation and App integration
Mini Speaker
Bluetooth Speaker
Docking Speaker Sales peak in 2010/11 Home use, but living room oriented © GfK 21 April 2017 | Consumer Electronics in Europe
What’s next?
„Home Use“ developes into Connected AHS
Solely connected by Bluetooth. Portable. Sales rising since 2012 22
Speakers develop to intelligent personal assistants. The evolution of audio speakers continues …
© GfK 21 April 2017 | Consumer Electronics in Europe
23
Soon this will be a feature in a lot of audio products
© GfK 21 April 2017 | Consumer Electronics in Europe
24
Voice Interaction will be all around us.
© GfK 21 April 2017 | Consumer Electronics in Europe
25
Voice recognition
Voice control
Voice interaction © GfK 21 April 2017 | Consumer Electronics in Europe
26
Aug 31, 2017 1pm-3pm
5th GfK Technical Innovation Conference ”Digital transition: What is that for industry, retail and consumers?” © GfK 21 April 2017 | Consumer Electronics in Europe
27
Thank you
[email protected]
© GfK 21 April 2017 | Consumer Electronics in Europe
28
