GfK - The Mobile Consumer

1© GfK 2015 | Mobile World Congress 2015
UNDERSTANDING THE
MOBILE CONSUMER
2014 device sales data and 2015 forecasts

Mobile is a catalyst for change
Sales of tablets 2011-2014
GfK Trends and Forecasting, global sales value, compound annual growth rate from 2011 to 2014 for tablets
+65%Globally Emerging
countries+110%
+49%
Developed
world
As tablet sales explode, the mobile web becomes mainstream.

But making sense of the mobile consumer is challenging
Businesses need to be empowered with insights in order to create winning
mobile marketing strategies to gain competitive advantage.
ActionsInsightsData

We provide the insights you need…
…by presenting an overview of the most comprehensive point of sales data
and forecasts available on the mobile market
GfK partners with over 420,000 retailers worldwide to understand product performance
What products are selling
When
Where
For how much
Forecast sales
 Tablets
 Smartphones
 Cameras
 Computers
 Smartwatches etc.

Let’s look at
how the tech
market changed
over 2014…
… and how it will
continue to
evolve in 2015

Spending on consumer tech devices has flattened
2015 global spending will be over-shadowed by the decline in mature product
sectors and subdued demand in emerging markets.
GfK Trends and Forecasting, Global Tech Device Sales Revenue; Volume in USD & Year-on-Year Growth – 2015 forecast includes over 70 consumer tech products
+10%
-1%
+2% +1%
+1%
2010
$920bn
Economic
recovery
2011
$1,008bn
Smartphone, tablet PC &
emerging market strength offsets
sluggish developed markets
2012
$995bn
$ value hit by currency
weakness outside
North America
2013
$1,017bn
Smartphone and tablet
growth offsets decline
in more mature products
2014
$1,030bn
Phablet segment
driving growth
2015 Forecast
Emerging market
smartphone strength and
new product categories,
e.g. wearables

1. Pakistan
2. India
Emerging markets continue to offer the greatest growth
potential for tech devices
Top 10 markets of tech device growth in 2015
GfK’s forecasts based on our point of sale data from up to December 2014 (not including the US)
3. Vietnam
4. Nigeria
5. Egypt
6. Iraq
7. Indonesia
8. Thailand
9. Kenya
10. Saudi Arabia

So what devices are consumers buying?
Mobile internet devices are dominating spending on consumer tech devices
Global Sales Value, 2015 estimated
Global consumer tech devices retail sales revenue in USD - top tier products
Smartphones
Media Tablets
Laptops
Desk PCs
LCD TVs
Digital Still Photography
Feature phones
2011 2012 2013 2014 2015-F
Smartphones, tablets,
and laptops accounted for >50%
of global spending in 2014

Combined smartphone and tablet share of spending
continues to rise
100% Coverage incl. North+Middle America – GfK Trends and Forecasting 2015 forecast
2012
2013
2014
2015
forecast
1,400
1,200
1,000
800
600
400
200
0
Millions of units
Smartphones
Tablets

While some regions are seeing growth slow…
Year-on-year percentage growth – 2015 forecast
Total market for smartphones and tablets including 2015 estimation by GfK Trends and Forecasting, unit growth
North America
A slowing market, device
sales are now driven by
replacement cycles and
the desire to own multiple
devices which enable
optimal content
consumption for
different purposes.
7.7%
Western Europe
Growth in the region is projected to
be driven by low-end smartphone
adoption as tablet demand is
expected to decline in 2015
influenced by growing popularity of
larger-screen smartphones
(phablets). Overall, improved
macro-economic conditions likely to
have a general positive impact.
5.8%
China
9% of mobile phone users will
be using feature phones in
2015. Users upgrading to
smartphones is expected to
slow down in upcoming years
as the market reaches
saturation levels.
4.0%
Developed Asia
Change in subsidy regulation
in South Korea and VAT
increase in Japan dragged
down smartphone figures in
2014. Expect economy to
recover in 2015 and return to
moderate growth.
2.5%

…others continue to have high sales of smartphones and tablets
Year-on-year percentage growth – 2015 forecast
Total market for smartphones and tablets including 2015 estimation by GfK Trends and Forecasting, unit growth
Middle East and Africa
In 2014 local and Chinese
manufactures fuelled growth in
this region. However,
smartphone penetration is still
relatively low in many emerging
countries within the region so
strong momentum will be
carried forward into 2015.
31.2%
Emerging Asia
Significant market growth in
2013 and 2014 has been fuelled
by increasing availability of
more affordable smartphones,
particularly those below the
USD150 mark. Despite this,
over 50% of consumers still own
feature phones so market
growth in 2015 will be strong.
30.7%
Central and Eastern Europe
Smartphone growth in 2014
was strong and was driven by
the low end. However, growth
is expected to slow down
significantly in 2015, dragged
down by the Russian market.
16.7%
South America
Both categories performed
better than expected. In 2014,
the smartphone market here had
the largest y/y growth compared
to other regions. Expect a
slower growth in 2015 as
smartphone mix has surpassed
80% and smartphones now
dominate the market.
10.6%

India
43.1%
Focusing on the infamous BRIC markets, smartphone
sales continue to be healthy
While India will be the fastest growing market in terms of year-on-year growth
in 2015, China smartphone adoption has almost reached saturation level
Total market including 2015 estimation by GfK Trends and Forecasting
Brazil
Russia
China 3.8%

2012 2015
Lower-priced smartphones are driving overall growth in
the market, especially in emerging markets
The low-end smartphone price band is growing at the expense of the high end
Charts contain actual sell-out data until 2014 for Global GfK covered countries
31%
3%
21%
21%
High-end smartphones ($500+)
($0-100) Low-end smartphones

Smartphones are becoming faster
GfK point of sales data (not including the US), sales units %
CPU-Cores 4
(202m)
CPU-Cores 2
(146m)
1
(51m)
Units sold in 2H14
CPU-Cores 8
(21m)
CPU-Cores 1
(166m)
2
(69m)
4
Units sold in 2H12

And the screen sizes are getting larger
2H15:
277m
units
sold
2H11:
4m
units
sold
Screen size less than 3”
Screen size greater than 4”
Screen size between 3” and 4”

Developed Asia has the largest-screen smartphones,
pushing the average to 4.9 inches
Average selling price erosion and increased availability of +5 inch-screened
devices are two key drivers for this increase
Priceerosion
$
Screensizeaverage
5.10”
4.98”
4.67”
4.47”
Global
4.70”
Developed Asia
China
Western Europe
Emerging regions ex China

This overall trend has seen the availability of phablets
increase significantly
It has resulted in the cannibalization of smaller-inch tablets by phablets
GfK Trends and Forecasting, total market including 2015 estimation
Phablet definition is a smartphone of screen size ranging from 5.6”-7”
250
200
150
100
50
0
Millions of units
Media tablets
Phablets
2013 2014 2015 forecast

Our data and forecasts can help you to
Understand how your products
are performing in the retail and
technical consumer goods markets
Align product availability with
expected market demand
(matching supply to demand)
Minimize risks – identify how your
competitors are affecting the market so
your business can react
Identify potential growth
opportunities (from a product
development and portfolio
widening perspective)Make better and
informed decisions

We have the world`s largest sample for the tracking
of digital product sales
roll out of our point of sales tracking in Myanmar
and Bulgaria
2015
different products are monitored in 90+
countries (digital and home &
lifestyle products)
4,500,000
retail partners report to us on
a regular basis
420,000
mobile handsets in our database, with more
than 60 technical attributes
26,800

…enabling our
clients to create
winning strategies
to enrich
consumers’
lives
GfK. Growth from Knowledge
13,000+
passionate
experts
We are the
trusted source
of relevant
market and
consumer
information
Thought
leader in the
industries
we serve
We deliver
globally vital
insights into
local markets –
in 100 countries

Want more information?
Sign up to
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newsletter
Visit: www.gfk.com
Connect: @GfK_en

GfK - The Mobile Consumer

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