德国消费电子市场调研和分析报告（英文版）-2024年1月上传培训课件

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TRENDSConsumerelectronicsinGermanyCHAPTER

01OverviewRevenuefromconsumerelectronicsinGermanyfrom2006to2023(inbillioneuros)RevenuefromconsumerelectronicsinGermany2006-20231413.113.113.112.712.611.71210810.910.910.2109.69.39.39.28.98.88.27.66420200620072008200920102011201220132014201520162017201820192020202120222023*4Description:ThisstatisticshowstherevenuedevelopmentintheconsumerelectronicssegmentinGermanyfrom2006to2022,withaforecastfor2023.In2022,revenueamountedto8.2billioneuros.Thiswasadecreasefromtheyearbeforeandin2023,consumerelectronicsrevenueispredictedtodecreaseevenfurtherto7.6billioneuros.Thiswouldbethelowestrevenuesince2006.

ReadmoreNote(s):Germany;2006to2022Source(s):BitkomResearch;EITOExportvalueofconsumerelectronicsfromGermanyfrom3rdquarter2009to3rdquarter2022(inbillioneuros)ExportvalueofconsumerelectronicsfromGermanyQ32009-Q320222.522.01.51.00.50.01.91.91.71.51.51.51.41.31.31.31.31.31.31.21.21.21.21.21.21.21.11.1

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'225Description:Inthethirdquarterof2022,consumerelectronicsworthroughlytwobillioneuroswereexportedfromGermany.Thiswasalmostdoubletheamountexportedinthethirdquarterof2021.

ReadmoreNote(s):Germany;Q32009toQ32022Source(s):Bitkom;StatistischesBundesamtImportvalueofconsumerelectronicstoGermanyfrom3rdquarter2009to3rdquarter2022(inbillioneuros)ImportvalueofconsumerelectronicsinGermanyQ32009-Q320223.53.02.52.01.51.00.50.0Q3

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'226Description:Inthethirdquarterof2022,consumerelectronicsworthroughly3.1billioneuroswereimportedtoGermany.Thiswasalargeincreasecomparedtothepreviousyear.

ReadmoreNote(s):Germany;Q32009toQ32022Source(s):Bitkom;StatistischesBundesamtHouseholdpenetrationrateofselectedconsumerelectronicsinGermanyin2022HouseholdpenetrationrateofconsumerelectronicsinGermany2022Shareofhouseholds40%

50%0%10%20%30%60%70%80%90%100%110%TVsintotalFlatscreenTV96.5%91.7%Digitalcamera*61.4%DVDandBlu-rayplayersSatelliteTVconnectionCableTVconnectionGameconsole(incl.portables)mp3player*55.4%44.2%42.8%28.9%27.1%24.8%20.6%20.6%Blue-raydevicePay-TVreceiverIPTVconnectionTerrestrialTVconnection(DVB-T)8.2%7Description:ThisstatisticshowsthepenetrationrateofselectedconsumerelectronicsdevicesinprivatehouseholdsinGermanyin2022.Intheperiodofconsideration,roughly61percentofGermanhouseholdsownedadigitalcamera.

ReadmoreNote(s):Germany;AsofJanuary1,2022;Privatehouseholds(excl.self-employedandfarmers);*Thesefiguresreferto2021becausenodatafor2022wasavailable.Figuresfor2021arerepresentativeofaround38millionhouseholds.Accordingto[...]

ReadmoreSource(s):StatistischesBundesamtNumberofpersonsemployedintheconsumerelectronicsindustryinGermanyfrom2007to2023(in1,000)NumberofemployeesintheconsumerelectronicsindustryinGermany2007-20231412.612.112.11210811.211.110.910.1109.89.79.69.59997.87.564202007200820092010201120122013201420152016201720182019202020212022*

2023*8/statistics/489846/consumer-electronics-industry-employees-germanyThisgraphshowsthenumberofpersonsworkingintheconsumerelectronics(CE)industryinGermanyfrom2007to2021,withaforecastfor2022and2023.In2021,therewereroughlyninemillionpeopleemployedintheGermanCEindustry.

ReadmoreNote(s):Germany;2007to2021;*Figuresfor2022and2023areforecasts.Accordingtothesource,thevaluesrefertotheendofeachyear.Thenumbersalsoincludeself-employedpersons.Thesourceaddsthefollowinginformation:"Thefigures[...]

ReadmoreSource(s):Bitkom;BundesagenturfürArbeit;FederalNetworkAgency;StatistischesBundesamtCHAPTER

02TVandvideoNumberofTVsetssoldtoprivateconsumersinGermanyfrom2005to2022(inmillions)ConsumermarketsalesvolumeofTVsetsinGermany2005-2022129.691089.469.48.648.127.827.477.27.026.946.876.796.485.955.995.765.7864.8942020052006200720082009201020112012*

201320142015201620172018201920202021202210Description:In2022,thenumberofplasmaTVs,LCDTVsandotherdevicessoldtoprivateconsumersamountedtoroughly4.89milliondevicesinGermany.Thiswasadecreaseofaroundamillioncomparedtotheyearbefore.

ReadmoreNote(s):Germany;2005to2022;PrivatedemandSource(s):BVT;GfK;gfuRevenuefromTVsetsalestoprivateconsumersinGermanyfrom2005to2022(inbillioneuros)RevenuefromTVsetsalesinGermany2005-202276.256.015.985.965432105.74.74.734.564.514.244.24.074.024.013.913.713.543.3720052006200720082009201020112012*201320142015201620172018201920202021202211Description:In2022,arevenueofroughly3.37billioneuroswasgeneratedfromTVsetsalestoprivateconsumersinGermany.Thiswasthelowestfiguresince2005.SalesofTVsetspeakedin2006at6.25billioneuros.

ReadmoreNote(s):Germany;2005to2022;privatedemandSource(s):BVT;GfK;gfuNumberofTVsetssoldtoprivateconsumersinGermanyfrom2005to2022,bytype(in1,000devices)SalesvolumeofTVsetsinGermany2005-2022,bytypeTubeTV*LCDTVPlasmaTVOther**12,00010,0008,0006,0004,0002,000020052006200720082009201020112012201320142015201620172018201920202021202212Description:ThisstatisticshowsthesalesvolumeofdifferenttelevisionsettypesinGermanyfrom2005to2022.In2022,roughly4.89millionLCDTVsetsweresoldinGermany,adecreasecomparedtothepreviousyear,atroughly5.78milliondevices.

ReadmoreNote(s):Germany;2005to2022;privatedemand;*FromQ12011,tubeTVsetswerecountedas"other".**Untiltheendof2012,frontandbackprojectorswereincludedinthiscategory.Astheyweredroppedafterwards,thefiguresfrom2013[...]

ReadmoreSource(s):BVT;GfK;gfuRevenueofTVsetsalestoprivateconsumersinGermanyfrom2005to2022,bytypeofdevice(inmillioneuros)RevenueofTVsetsalesinGermany2005-2022,bydevicetypeCRTTV*LCDTVPlasmaTVOther**7,0006,0005,0004,0003,0002,0001,000020052006200720082009201020112012201320142015201620172018201920202021202213Description:In2022,revenuesfromLCDTVsalesinGermanyamountedtoroughly3.37billioneuros.Thiswasaslightdecreasefromtheyearbeforebutfigureshaveremainedfairlystableoverthelasttenyears.

ReadmoreNote(s):Germany;2005to2022;privatedemandSource(s):BVT;GfK;gfuShareofinternet-enabledtelevisionsets(smartTVs)intotalTVsalesinGermanyfrom2010to2023ShareofsmartTVsintotalTVsalesinGermany2010-2023120%100%80%96%94%89%83%77%70%65%61%57%56%60%40%20%0%47%23%5%201020112012201320142015201620172018201920202021Q1202314Description:Thisstatisticpresentsdataontheshareofinternet-enabledtelevisionsetsinthetotalnumberofTVssoldinGermanyfrom2010toQ12023.In2023,SmartTVshadamarketshareofroughly96percent.

ReadmoreNote(s):Germany;2010toQ12023Source(s):DeutscheTV-Plattform;GfK;ZVEIAveragepriceforplasmascreenandLCDTVsetssoldinGermanyfrom2005to2022(ineuros)AveragepricesforplasmaandLCDTVsinGermany2005-2022PlasmascreenLCDTV2,5002,1412,0001,7881,5001,00050001,3271,1151,1371,049919845800804807781619770603699689665677630555

54460960460057558457258320052006200720082009201020112012201320142015201620172018201920202021202215Description:In2022,anLCDTVsoldontheGermanconsumermarketcostanaverageofroughly689euros.Thisisonlyaslightincreasecomparedwith2021,butover100euroincreasecomparedwith2020.

ReadmoreNote(s):Germany;2005to2022Source(s):BVT;GfK;gfuNumberofset-topboxessoldontheconsumermarketinGermanyfrom2005to2022(in1,000s)Salesvolumeofset-topboxesinGermany2005-2022Set-topboxes(digital)Set-topboxes(analog)8,0007,0006,0005,000330480581233001904,0003,0002,0001,00007,3356,0195,3895,34120174,4404,4614,2214,004

4,0783,9513,53720143,35820183,02120152,84520162,51920191,83920201,48920211,057202220052006200720082009201020112012201316Description:In2022,roughly1.05milliondigitalset-topboxesweresoldontheGermanconsumermarket.Thiswasadecreasefromthepreviousyearandthelowestfiguresince2005.

ReadmoreNote(s):Germany;2005to2022;privatedemandSource(s):BVT;GfK;gfuRevenuefromset-topboxessoldontheconsumermarketinGermanyfrom2005to2022,bytype(inmillioneuros)Revenuefromset-topboxsalesinGermany2005-2022,bytypeSet-topboxes(digital)Set-topboxes(analog)80070060050040030020010000.21.322051286836306115454694404163953703743362822892671811321016720052006200720082009201020112012201320142015201620172018201920202021202217Description:In2022,digitalset-topboxsalesontheGermanconsumermarketgeneratedarevenueofroughly67millioneuros.Thiswasadecreasecomparedtotheyearbeforewhenarevenueof101millioneuroswasgenerated.

ReadmoreNote(s):Germany;2005to2022;PrivatedemandSource(s):BVT;GfK;gfuAveragepriceofset-topboxesandsatellitereceiversystemsinGermanyfrom2005to2022(ineuros)Averagepricesforset-topboxesandsatellitereceiversinGermany2005-2022Satsystems(analoganddigital)Satantennas/systems*Set-topboxes(analog)Set-topboxes(digital)120110100901131051051051028399909795826995639494839393829285928680856884648281727979797476807575487264727270686870605044444342424140302005200620072008200920102011201220132014

2015*

201620172018201920202021202218Description:In2021,adigitalset-topboxsoldontheGermanconsumermarketcostanaverageofroughly63euros.Adecreaseoffiveeuroscomparedtotheyearbeforethus,followingthebroadtrendsince2005.

ReadmoreNote(s):Germany;2005to2022;Consumerprices;*From2015onwards,receiversystemsandantennaswillbeconsideredinthesamecategory.TheConsumerElectronicsMarketIndexisfocusedexclusivelyontheconsumermarket(private[...]

ReadmoreSource(s):BVT;GfK;gfuCHAPTER

03AudioRevenuefromconsumerelectronicsinthehomeandpersonalaudiosegmentinGermanyfrom2005to2022(inmillioneuros)RevenuefromhomeandpersonalaudioelectronicsinGermany2005-2022HomeAudioPersonalAudio1,8001,6001,4001,2001,0008003783713302769175476485738504513676922492358247482089402058946001,14520181,109

1,1121,08820151,036

1,0421,0132014962969930893400797826772749722200020052006200720082009201020112012201320162017201920202021202220Description:In2022,homeaudioelectronicsgeneratedrevenuesofroughly894millioneurosinGermany.Thisiswasdecreasewiththeyearbeforeandthefirsttimethatrevenuedroppedbelow900eurossince2010.

ReadmoreNote(s):Germany;2005to2022;PrivatedemandSource(s):BVT;GfK;gfuSalesvolumeofhomeaudioelectronicsintheconsumermarketinGermanyfrom2005to2022,bytype(in1,000)SalesvolumeofhomeaudioelectronicsinGermany2005-2022,bytypeSinglecomponents*HomecinemasystemsTraditionalhomeaudiosystems**Connectedaudio**Speakerboxes6,0005,0004,0003,0002,0001,00001,5471,6921,4248811,5431,5331,414

1,3341,3308307581,3157101,3211,4868426366611,0641,3526156711,8621,7637261,4108561,5241,348

1,3081,5181,4361,4031,2531,4471,5802541,6691571,3014322558237016267016575217058381759060460959243467952655232366281926367066101545861045923162666071860152641635020052006200720082009201020112012201320142015201620172018201920202021202221Description:In2022,roughly661,000traditionalhomeaudiosystemsweresoldinGermany.Thiswasadecreasecomparedtothepreviousyear,when819,000systemsweresold.

ReadmoreNote(s):Germany;2005to2022;privatedemandSource(s):BVT;GfK;gfuRevenuefromconsumerelectronicsinthehomeaudiosegmentinGermanyfrom2005to2022,bytype(inmillioneuros)RevenuefromhomeaudioelectronicsinGermany2005-2022Singlecomponents*HomecinemasystemsTraditionalhomeaudiosystems**Connectedaudio**Speakers1,4001,2001,00080060040020004534184523844273092553592022091732053204715091711531951522404551731501291921341982092502322022331532162373883144019983113282153266518624223116210228168618720543414191581153134014926127326425723422222021221621817416916218619320052006200720082009201020112012201320142015201620172018201920202021202222Description:In2022,traditionalhomeaudiosystemssoldontheGermanconsumermarketgeneratedarevenueof134millioneuros.Thiswasadecreaseofaround20millioneuroscomparedtotheyearbefore.

ReadmoreNote(s):Germany;2005to2022;Privatedemand;*Tuners,amplifiers,receivers,cassettedecks,turntables,CDplayers/recorders.**Since2015:"connectedaudio"classifiedasseparatecategory.Figuresfor2014wereadjustedaccordingly.The[...]

ReadmoreSource(s):BVT;GfK;gfuAveragepriceofconsumerelectronicsinthehomeaudiosegmentinGermanyfrom2005to2022,bytype(ineuros)AveragepriceofhomeaudioequipmentsoldinGermany2005-2022,bytypeSinglecomponents*HomecinemasystemsTraditionalhomeaudiosystems**Connectedaudio**Speakerboxes800700600500400300200100020052006200720082009201020112012201320142015201620172018201920202021202223Description:ThisstatisticshowstheconsumerpricedevelopmentofselectedtypesofhomeaudioequipmentsoldinGermanyfrom2005to2022.In2022,theaveragepriceforahomecinemasystemwas747euros.Thiswasanincreaseofover300euroscomparedwiththeyearbeforeReadmoreNote(s):Germany;2005to2022;ConsumerpricesSource(s):BVT;GfK;gfuSalesvolumeofheadphonesinGermanyfrom2008to2022(inmillion)SalesvolumeofheadphonesinGermany2008-20221816.2515.8515.5416141210814.5512.6511.9811.4511.4411.4711.1411.159.868.98.68.2642020082009201020112012201320142015201620172018201920202021202224Description:In2022,roughly16.25millionin-earandover-earheadphonesweresold.Thiswasanincreasecomparedwiththeyearbefore.Itwasalsothehighestfiguresince2008.

ReadmoreNote(s):Germany;2008to2022Source(s):BVT;GfK;gfuRevenuefromheadphonesalesinGermanyfrom2008to2022(inmillioneuros)RevenuefromheadphonesalesinGermany2008-20221,4001,2001,0008001,3331,2381,239932578600478434396357400327306235187164200015020082009201020112012201320142015201620172018201920202021202225Description:In2022,revenuesofroughly1.33millioneurosweregeneratedfromheadphonesales.Thiswasanincreasefromtheyearbeforeandinfactthehighestrevenuesince2008.

ReadmoreNote(s):Germany;2008to2022;PrivatedemandSource(s):BVT;GfK;gfuAveragepriceofdockingspeakersinGermanyfrom2007to2022(ineuros)AveragepriceofdockingspeakersinGermany2007-20221251231201151141151101051009511310810810197969693909089898990852007*20082009201020112012201320142015201620172018201920202021202226Description:In2022,theaveragepriceforoneaudiodockingstationwasroughly123euros,anincreasecomparedtothepreviousyear,atroughly108euros.Thiswasthemostexpensivesince2007.

ReadmoreNote(s):Germany;2007to2022;consumerprices;*For2007,theaveragepriceincludesbothdockingstationsandMP3minispeakers.**Upto2012,thecategorywasnamed"MP3dockingstations".Incl.AI-speakersince2017.HEMIX(Home[...]

ReadmoreSource(s):BVT;GfK;gfuNumberofdockingspeakerssoldintheconsumermarketinGermanyfrom2007to2022(in1,000)SalesvolumeofdockingspeakersinGermany2007-20226,0005,0004,0003,0002,0001,0005,0274,9954,6303,9303,3623,2663,0002,9751,99920141,188201383259050847341734802007*200820092010201120122015201620172018201920202021202227Description:In2022,roughly2.9milliondockingspeakersweresoldinGermany.Thiswasadecreasefromtheyearbeforeandthelowestfiguresince2014.Salespeakedin2019withoverfivemillionsold.

ReadmoreNote(s):Germany;2007to2022;privatedemand;*Thefigurefor2007includesbothdockingstationsandMP3minispeakers.Upto2012,thecategorywasnamed"MP3dockingstations".Incl.AI-speakersince2017.HEMIX(HomeElectronics[...]

ReadmoreSource(s):BVT;GfK;gfuSalesrevenuefromdockingspeakersintheconsumermarketinGermanyfrom2007to2022(inmillioneuros)SalesrevenuefromdockingspeakersinGermany2007-2022500450400350300250200452444443398366353312269194150100501289468574240310200720082009201020112012201320142015201620172018201920202021202228Description:In2022,therevenuefromaudiodockingstationsamountedtoroughly366millioneuros.Thiswasanincreasefromtheyearbeforebutstilladecreasefrom2020.

ReadmoreNote(s):Germany;2007to2022;privatedemand;*From2007MP3speakerswereincluded.Upto2012,thecategorywasnamed"MP3dockingstations".Starting2017AI-Speakerwereincluded.HEMIX(HomeElectronicsMarketIndex)isfocused[...]

ReadmoreSource(s):BVT;GfK;gfuCHAPTER

04PhotoSalesvolumeofdigitalcamerasalesinGermanyfrom2005to2022(inmillion)SalesvolumeofdigitalcamerasinGermany2005-202210987654321020052006200720082009201020112012201320142015201620172018201920202021202230Description:ThisstatisticshowsdataonthedigitalcamerasalesvolumeinGermanyfrom2005to2022.In2022,roughly1.05milliondigitalcamerasweresold,adecreasecomparedtothepreviousyearat1.31millioncamerassold.Asthequalityofsmartphonecamerashaveimprovedthesalesofdigitalcamerashavegonedown.ReadmoreNote(s):Germany;2005to2022Source(s):GfK;Photoindustrie-VerbandRevenuefromdigitalcamerasinGermanyfrom2005to2022(inmillioneuros)RevenuefromdigitalcamerasinGermany2005-20222,5001,986

1,9951,9172,0001,5001,0005001,8891,8611,8521,7441,7101,6821,3041,2341,0671,021929871718674647020052006200720082009201020112012201320142015201620172018201920202021202231Description:In2022,digitalcamerasalesinGermanygeneratedrevenuesofroughly647millioneuros,adecreasecomparedtothepreviousyear,at674millioneuros.

ReadmoreNote(s):Germany;2005to2022Source(s):GfK;Photoindustrie-VerbandAveragepriceofcamcordersanddigitalcamerasinGermanyfrom2005to2022,bytype(ineuros)AveragepricesfordigitalcamerasandcamcordersinGermany2005-2022Camcorders*Digitalcameras7506505504503502501507186145164752594694464392534422674293823832743223172063082063112373072952072982962832862772752562532402372032005*

2006200720082009201020112012201320142015201620172018201920202021202232Description:In2022,acamcordersoldontheGermanconsumermarketcostanaverageofroughly307euros.Thiswasasmallincreasecomparedwiththeyearbefore.Digitalcamerassawalargerincreaseofaround100eurosbetween2021and2022.

ReadmoreNote(s):Germany;2005to2022;ConsumerpricesSource(s):BVT;GfK;gfuNumberofcamcordersanddigitalcamerassoldontheconsumermarketinGermanyfrom2005to2022(in1,000devices)SalesvolumeofcamcordersanddigitalcamerasinGermany2005-2022Camcorders*Digitalcameras10,0009,0008,0007,0006,0005,0004,0003,0002,0001,00009,3208,5508,240

8,2508,1807,8507,4307,0385,5704,0123,4012,3352,1401,8725731,6371,1913719353518408208528107207187126637726967662836446606205302005200620072008

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201020112012201320142015201620172018201920202021202233/statistics/462742/camcorders-digital-cameras-sales-volume-germanyThisstatisticshowsdataonthesalesvolumeofcamcordersanddigitalcamerasinGermanyfrom2005to2022.In2022,roughly0.77milliondigitalcamerasweresoldontheGermanconsumermarket.Thiswasadecreasecomparedwiththeyearbefore.ReadmoreNote(s):Germany;2005to2022;PrivatedemandSource(s):BVT;GfK;gfuMonthlyconsumerpriceindex(CPI)ofdigitalcamerasinGermanyfromJanuary2020toSeptember2023(2020=0)Consumerpriceindex(CPI)ofdigitalcamerasinGermany2020-2023165155145135125115105958534Description:Thisgraphshowsdataonthemonthlyconsumerpriceindex(CPI)ofdigitalcamerasinGermanyfromJanuary2020toSeptember2023.InSeptember2023,theCPIofdigitalcamerashadreached158.2pointsonthepriceindex,thiswasunchangedcomparedwiththepreviousmonthandthehighestfiguresince2020.ReadmoreNote(s):Germany;January2020toSeptember2023Source(s):StatistischesBundesamtSalesrevenueofdigitalsingle-lensreflex(SLR)camerasandcompactsystemcamerasinGermanyfrom2006to2021(inmillioneuros)Revenueofdigitalsingle-lensreflexandsystemcamerasalesinGermany2006-20211,0009008007006005004003002001000949860802670610602596586550545538539530454444421200620072008200920102011*201220132014201520162017201820192020202135/statistics/771934/digital-reflex-system-cameras-sales-revenue-germanyThisstatisticshowsdataonthesalesrevenueofdigitalSLRcamerasandcompactsystemcamerasinGermanyfrom2006to2021.In2021,revenuesfromdigitalSLRcameraandcompactsystemcamerasalesamountedtoroughly444millioneuros.

ReadmoreNote(s):Germany;2006to2021;*Accordingtosourceincl.kitsales.Thereforeprioryearfigurescomparabilityislimited.ReadmoreSource(s):GfK;Photoindustrie-VerbandSaleoflensesforcompactsystemcamerasinGermanyfrom2013to2022(inthousands)SaleoflensesforcompactsystemcamerasinGermany2013-2022400350300250200150100500201320142015201620172018201920202021202236Description:In2022,roughly374,000lensesforcompactsystemcamerasweresold,anincreasecomparedtothepreviousyearat337,000.Figureshavebeenincreasingsteadilysince2013.

ReadmoreNote(s):Germany;2005to2022;Compactsystemcameras(CSC)Source(s):GfK;Photoindustrie-VerbandRevenuefromthesaleoflensesforcompactsystemcamerasinGermanyfrom2013to2022(inmillioneuros)RevenuefromlensesalesforcompactsystemcamerasinGermany2013-2022350300250200150326269218215162129102100500866747201320142015201620172018201920202021202237Description:In2022,therevenuefromlensesforcompactsystemcameraswasaround326millioneuros,anincreasecomparedtothepreviousyearat269millionseuros.Figureshavebeenincreasingsteadilysince2013.

ReadmoreNote(s):Germany;2005to2022;Compactsystemcameras(CSC)Source(s):GfK;Photoindustrie-VerbandCHAPTER

05OtherconsumerelectronicsSalesvolumeofgameconsolesalestoprivateconsumersinGermanyfrom2005to2022(in1,000)SalesvolumeofgameconsolesinGermany2005-20225,0004,6664,5004,0003,5003,0002,5002,0001,5001,0005003,9143,8533,0752,9842,9202,7052,5772,5002,4502,319

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