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Consumer electronics in Australia - statistics & facts

In Australia, consumers’ appetites for electronic devices have aligned with current global trends. The most common consumer electronic device that Australians own are smartphones, followed by TVs, laptops, and headphones. Growth in the consumer electronic market continued despite the global coronavirus pandemic. The ways Australians purchase these goods were impacted by strict lockdown measures, forcing many retailers to close their physical stores for a period. This opened the online retail market, which has often fallen behind the offline market in terms of sales channels.

Where are Australians purchasing consumer electronics?

The major offline retailers are JB Hi-Fi, the Good Guys, and Harvey Norman. With JB Hi-Fi’s acquisition of the Good Guys in 2016, the Australian retailer has cemented its dominance in the consumer electronics and home appliance market in Australia. The sales revenue of JB Hi-Fi reached almost eight billion Australian dollars in the financial year 2020. Harvey Norman mainly operates as a franchise, selling not only consumer electronics but also other homewares.

The leading online retailers in the market are Apple and JB Hi-Fi. Australian consumers have shown their affinity for Apple smartphones, with Apple devices making up over half of the share of mobile phones. Recently, consumers have turned to the global e-commerce platform Amazon for their electronic device needs. The retail giant conveniently offers a wide range of consumer products with fast shipping and has been continuing its expansion in the country. Amazon currently has three fulfillment centers, located in Melbourne, Sydney, and Perth, with additional warehouses planned in major cities.

Popular consumer electronic brands

The Statista Global Consumer Survey revealed the most popular brands for various consumer electronic devices in Australia. Many Australians use audio devices, with consumers more likely to own Sony, Bose, and JBL branded speakers than other brands. Regarding personal headphones, Apple, Bose, and Beats led this segment. In terms of laptops, Apple ranked on top, with other common brands owned by consumers including HP, Acer, and Dell. For televisions, Samsung was by far the leading brand, with LG trailing behind.

Future trends in the consumer electronic market

The revenue of the consumer electronics market in Australia is projected to reach over 5.35 billion U.S. dollars by 2025. Along with increasing revenue, the consumer electronic penetration rate is also set to continue rising. In a survey conducted in 2020 about digital consumer trends, over a quarter of respondents in Australia had purchased a new device during the COVID-19 pandemic. Laptops, smartphones, TVs, and game consoles topped the list; however, fitness bands, smart speakers, and smartwatches were also bought during the pandemic. As the functionality of these smart devices continues to develop, consumer preferences for these products will likely continue expanding.


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