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  • 19 March 2010 11:18

IDC: Australian CE Market Recovering Faster than US, UK and Japan

Sydney, Australia, 19 March 2010. New Australian consumer research from International Data Corporation (IDC) shows that although the prediction is for a slight decline in household expenditure on consumer electronics this year (4% decline in 2010), the great news is that Australia is recovering from the economic meltdown faster than many larger markets, including the US (predicted 17% decline in 2010), UK (13% decline in 2010), and Japan (8% decline in 2010).

IDC's new ConsumerScape 360º practice surveyed more than 1,000 Australian households (30,000 households globally) and found that 15% of consumer electronics users in Australia hold key influence over at least 25% of the total Australian market. IDC advises this provides a huge competitive advantage for savvy Consumer Electronic (CE) device makers and service providers who, by targeting these key influencers (Tech Evangelists), can potentially help the Australian consumer electronics market recover even faster than other larger markets.

"The Australian market is recovering faster than larger markets such as the US, UK, and Japan. Combine this with the fact that we know who to target in Australia in order to influence mainstream consumer adoption behavior, savvy marketers and product developers have an unparalleled opportunity to help not only their companies, but the entire Australian CE market rebound and gain a larger piece of the worldwide CE market," said Michael DeHart, IDC's Director of Consumer Research.

IDC also predicts a large upswing in home networking in Australia in the next several years - currently 44% of digital consumers have some level of home network set up, but 61% of Tech Evangelists (Australia's key consumer group that influences mass market adoption behavior) currently have a home network. As this group tends to predict mass market movement, this is a key growth area for Australia in the future.


For further information or to interview Michael DeHart, please contact Sally Taylor-Phillips, Marketing Communications Manager at IDC on +61 2 9925 2234 or e-mail

About IDC's ConsumerScape 360º IDC has recently launched a global best-in-class Consumer Insights practice with comparative coverage across 20 countries, including Australia. This practice area covers all Consumer Electronics product and service categories (smart/mobile Phones, PCs, videogames, MP3 players, home theatre systems, TVs, printers, peripheral devices, service providers for these devices, etc.) as well as macro-economic trends. For more information on IDC's ConsumerScape 360º research, visit, or e-mail Michael DeHart on

About IDC IDC is the premier global provider of market intelligence, advisory services, and events for the information technology, telecommunications, and consumer technology markets. IDC helps IT professionals, business executives, and the investment community make fact-based decisions on technology purchases and business strategy. More than 1000 IDC analysts provide global, regional, and local expertise on technology and industry opportunities and trends covering over 110 countries worldwide. For more than 45 years, IDC has provided strategic insights to help our clients achieve their key business objectives. IDC is a subsidiary of IDG, the world's leading technology media, research, and events company. You can learn more about IDC by visiting or

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