"Computers and Peripherals in Greece" is now available at Fast Market Research

The Digital Solidarity program is a social fund for consumers within eight regions of Greece to gain internet access and obtain a free laptop or tablet. The program was implemented in early 2015 and has been a key driver for sales within both laptops and tablets. In addition to this, both categories also saw a rise in demand during July when negotiations with Greece’s European partners filled the Media with disaster scenarios. This led to increased insecurity amongst Greeks who rushed to spend some of their money on items such as high-tech computers of all kinds. However, demand levels fell significantly after the summer for all categories as the economic instability within Greece drove most consumers to withhold their spending.

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Competitive Landscape

The Lenovo brand led computers in 2015 with an 18% volume share, followed by Turbo-X from Plaisio Computers SA with a 15% share. Both brands are at the affordable price end which supported demand as more consumers turned to cheaper models during 2015. In particular, Lenovo increased its share within all computers categories as its relatively lower-priced models attracted the attention of participants of the Digital Solidarity program which only had €230 at their disposal. The brand also attracted other buyers that turned to its cheaper devices due to the economic climate within Greece. Additionally, in autumn 2014 Lenovo Group Ltd launched its smartphones devices in Greece (via Westnet Company) which increased awareness for the Lenovo brand amongst Greek consumers. Meanwhile the Turbo-X brand continued to hold a high ranking in 2015 due to its low prices and good brand awareness despite the fact that it lost ground due to the increased penetration of cheaper brands within the Greece.

Industry Prospects

Computers and peripherals is expected to decrease at a CAGR of 1% in retail volume terms over the forecast period. This prediction is based on the probability that the Greek economy will remain highly unstable with consumers being rather reluctant to continue spending as much money on these products as a result. The popularity of tablets is expected to start declining from 2016 onwards as growth is expected to be hindered by the category’s maturity. It is anticipated that consumers will be much more interested in devices that are able to do more, such as smartphones and desktops. What is more, competition from smartphones is also likely to increase as the larger screens on these devices could help them to replace small tablets.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Computers and Peripherals industry in Greece with research from Euromonitor's team of in-country analysts.

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