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NORWAY Consumer Electronics Market Sales, prognoses and trends Audio/video, multimedia, photo, mobile phones and PCs 2010. Februay 2011. Total sales 2010 consumer electronics and home appliances Consumer sales value incl. taxes.

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Februay 2011

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Februay 2011

NORWAYConsumer Electronics MarketSales, prognoses and trendsAudio/video, multimedia, photo, mobile phones and PCs2010

Februay 2011


Total sales 2010 consumer electronics and home appliances consumer sales value incl taxes

Total sales 2010consumer electronics and home appliancesConsumer sales value incl. taxes

Not included: the sale of game consoles, web boards/tablets, PC software, accessories, service parts, storage media, music, video, game software. In brackets difference value from 2009 to 2010.

Audio and video prod. incl. still pict. cam. 8 068 mill. NOK (- 7,9%)

Home appliance products 8 256 mill. NOK (+ 1,9%)

Concumer market PCs 4 579 mill. NOK (+ 7,2%)

Mobile phones (market value ex subcidising) 6 488 mill. NOK (+ 30%)

DECT phones 130 mill. NOK (+10,2%)

Total 27 521 mill. NOK (+ 6 %)

Pub. Affairs Man. Erik Andersen Feb. 2011


Important for 2010

Important for 2010

  • High volume sales of TV sets

  • Sale of 3DTV began

  • High share of smart TV (30 % volume) and IDTV (75 %)

  • LED aprox. 30 % share of LCD sets

  • Stable plasma share (17 % in 2010)

  • IDTV and IPTV important parts of the TV market

  • Less growth for Blu-ray than expected

  • Record sales of mobile phones

  • High growth of smart phone share

  • High sales of audio receivers, 15 % growth from 2009

  • Average sale is 770 000 radio receivers per year, the last five years

Pub. Affairs Man. Erik Andersen Feb. 2011


Tv sales in 2010

TV sales in 2010

  • Total sale 593.000 sets. Total value 3 682 mill. NOK.

  • Sales decrease 1 % in volume, 8,5 % in value from 2009

  • 3 % 3DTV (approx. 18.000 units)

  • 83 % with LCD screen (80 % in 2009)

  • Approx. 35 % of the LCD TV sets with LED

  • Plasma share17 % (19,5 % in 2009)

  • Total accumulated sale 3,12 mill. flat screen sets

    3.000 mini TV sets

  • Approx 4,4 mill. TV sets is in use in Norwegian homes in 2010/2011

Pub. Affairs Man. Erik Andersen Feb. 2011


Digital video 2010

Digital video 2010

  • Total sale 360.000 units, encrease 2 % from 2009

  • Increasing share of Blu-ray players (BD): 128 000 units, 58 % growth from 2009

  • BD volume share 36%

  • Sale of DVD units still on a higher level than expected

  • In addition to this volume is all sale of DVD and BD players in game consoles and PCs

  • Probably sale of 300.000 PS3 consoles during the last four years

Pub. Affairs Man. Erik Andersen Feb. 2011


Video cameras 2010

Video cameras 2010

  • Total sale 53.000 units

  • Volume decrease 16 % from 2009

  • High share of HD and full HD cameras

  • Stong competition from still picture cameras and mobile phones

Pub. Affairs Man. Erik Andersen Feb. 2011


Set top boxes 2010

Set-top boxes 2010

  • Total 223.000 units sold through electronic dealers

  • This includes the sale of separate CAMs

  • Strong decrease in the sale of DTT boxes because the net building is fullfilled

  • Sales of TV set-top boxes on all platforms are gradually replaced by TV sets with built-in digital tuner (IDTV)

  • Approx. 75 % of TV sets sold in 2010 was of IDTV type

Pub. Affairs Man. Erik Andersen Feb. 2011


Still pictures cameras 2010

Still pictures cameras 2010

  • Total sale 499.000 units, decreasing4% from 2009

  • The split in 2010:

  • 381.000 compact cameras, decreasing 7 % from 2009

  • 111.000 SLR, same volume as in 2009

  • 7.000 compact system cameras, a new product group in 2010

  • 57.000 lens units, growth 7 % from 2009

  • The sale of still picture cameras to Norwegian consumers is among the highest in the world, measure per capita

Pub. Affairs Man. Erik Andersen Feb. 2011


The market for cameras and pictures

The market for cameras and pictures

  • Nearly 9 out of 10 households have one or more compact cameras

  • There are 2.96 million compact cameras in Norwegian homes

  • 2.1 million compact cameras sold over the last five years, an average of one per household

  • 42 % of Norwegian households have one or more system cameras (SLR)

  • There are1,07 mill. SLR cameras in Norwegian homes

  • Nearly 1,7 bill. pictures taken yearly in Norway

  • Equivalent 362 pictures per capita*

  • Equivalent 80 % of the total number of pictures taken, 2,143 bill.

  • 430 mill. pictures taken with mobile phone cameras, equivalent 91 pictures per capita*

  • 20 % of the total

  • *Gallup survey made for the Foundation Elektronikkbransjen January 2011

Pub. Affairs Man. Erik Andersen Feb. 2011


Audio video stationary products 2010

Audio/video stationary products 2010

  • Total sale 215.000 audio/video systems, growth 34 % from 2009

  • 40 % with docking systems

  • Micro systems still the higest sale volume

  • 30 % with DVD or BD (home cinema systems)

  • Still low volume sale of separate Hi-Fi units

  • 120.000 audio receivers with speakers, growth 22 % from 2009

  • 50 % of audio receivers with digital tuner

  • Large growth of combined receivers for internet, DAB/DAB+ and FM

  • In average sold 770.000 audio receivers per year the last five years

Pub. Affairs Man. Erik Andersen Feb. 2011


Februay 2011

The sale of analogue and digital audio receiversNot included receivers in PCs, set-top boxes, mobile phones and mp3s

2004: Total 854.000 units

2005: Total 758.000 units

2006: Total 769.000 units

2007: Total 794.000 units

2008: Total 721.000 units

2009: Total 729.000 units

2010:Audio/video systems215.000 units

Separate receivers142.000 units

Clock radios 70.000 units

Portables/combinations185.000 units

Portable CDs 3.000 units

In-car receivers223.000 units

Total838.000 units

Pub. Affairs Man. Erik Andersen Feb. 2011


The sale of digital audio receivers 2010

The sale of digital audio receivers 2010

  • Total 81.000 units, growth 22 % from 2009

  • One out of ten audio receivers sold in 2010 had a digital tuner

  • Most digital receivers is combined with Wi-Fi , DAB/DAB+ and FM

  • Wi-Fi is a bigger ”driver” in the marked than DAB

  • Sales splitting 2010:

    1.000 units in audio/video systems

    60.000 units audio receivers with speaker

    12.000 units in-car receivers

    8.000 portable units

Pub. Affairs Man. Erik Andersen Feb. 2011


The sales development of digital receivers in norway

The sales development of digital receivers in Norway

  • Up to 2004: approx. 10.000 units

  • 2005: 51.000 units

  • 2006: 55.000 units

  • 2007: 61.000 units

  • 2008: 42.000 units

  • 2009: 66.000 units

  • 2010: 81.000 units

  • Accumulated sales by the end of 2010: approx. 366.000 units

Pub. Affairs Man. Erik Andersen Feb. 2011


Portable audio products 2010

Portable audio products 2010

  • Slow decrease in the sale of portable audio receivers and combinations, 185.000 units (decrease 4 %)

  • MP3 sales: 250 000 units, decrease 17 % from 2009

  • MP3 functions more and more replaced by mobile phones

  • 25 % with hard disk, 75 % with flash memory

  • 27 % of audio receivers and combinations with docking system

Pub. Affairs Man. Erik Andersen Feb. 2011


Car entertainment 2010

Car entertainment 2010

  • Total sale of combined audio receivers 223.000 units increasing 28% from 2009

  • More car brands have the possibility of delivering combined analogue and digital receivers as a standard

Pub. Affairs Man. Erik Andersen Feb. 2011


Mobile phones 2010

Mobile phones 2010

All time high 2 500.000 units, volume increasing 5,7% from 2009

Total marked value 6.500 mill. NOK. Measured before operator payback,

Value increasing 30 % from 2009

Almost 50 % smart phones, expected to grow to 60 % in 2011

77 % 3G phones. Growth from 63 % in 2009

3G share still increasing


The pc sales 2010

The PC sales 2010*

Total sale 1 465.000 units excl. servers Increased 4,5 % from 2009

The split: 345.000 stationary units

1 120.000 portable units

Total value of PCs to the consumer market : 4 579 mill. NOK.

Increasing 7,2 % from 2009

* Source: Finansavisen (sales in volume)


Expected trends for total sale 2011

Expected trends for total sale 2011

  • Approximately the same total volume of audio/video and multimedia

  • Small growth in the sale value of home appliance products

  • Approximatly the same level for the mobile phone marked

  • Decreasing sale of portable PCs

  • High sales value for electronic tablets as a new product group

Pub. Affairs Man. Erik Andersen Feb. 2011


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