With the feeling of confidence of consumers in growing, the purchase of technology products is on the rise in Portugal, and retailers anticipate a good holiday season in these segments. Even the phones, for which demand has slowed down in most mature markets, seem to continue to attract the attention of those who make purchases.
Data from market analyst GfK indicate that the turnover of the market of consumer goods technology (a designation extended, that will of the speakers to the coffee machines and other household appliances such as refrigerators) increased by 3.6% in the first nine months of the year compared with the same period of 2015, to 682 million euros. The forecast is to speed up at the end of this year and 2016 to come to an end with a growth of over 4%.
The telecommunications segment – part of the mobile phones, but also accessories, such as headsets grew 11% in the third quarter reached 238 million euros. Retailers anticipate that mobile phones will continue to have demand. "Smartphones assume a position of prominence throughout the Christmas period," said the Fnac, in response to questions from the AUDIENCE. "The Fnac continues with a positive growth rate in the category of smartphones," said the chain, adding that "the estimate for 2017 is that you keep the same trend". Also the Worten (Sonae group, owner of the PUBLIC) observes a similar trend. "This is a category highly relevant to the business of the Charity. Was about 16% in total sales in 2015", explained the marketing director, Agnes Drummond Borges. "In our stores, the demand for this type of equipment has not slowed, and we anticipate that, this year, the sales of smartphones have a weight approximately equivalent in the total turnover."
The smartphone market has been experiencing a slowdown in overall terms, with a cooling of demand, especially in countries where the penetration of this type of equipment is already high. Gone are the times of growth to two digits. Numbers from IDC, another market analyst, point to a near stagnation in the third quarter of the year, in terms of units shipped to stores around the world. Were near 363 million devices, only increasing by 1% in 2015. Samsung and Apple, which take up the two important place of the table, there were decreases, while the growth happens in the brands from asian markets.
For there smartphones, the GfK anticipates that, in Portugal, the products with the greatest demand at this time are also televisions, game consoles and even the speakers with bluetooth connection (which can be linked wirelessly to computers and mobile phones), as well as the bar sound for tvs. "These are the products that will be surely the most wanted for this Christmas," notes the company.
from The side of the Worten, Inês Borges says that, at this time, "the entertainment products, such as the consoles and the games, are some of the most in-demand products". From 15 November until 6 December, the chain sold more than 48 thousand games. In the same period, there were 46 billion smartphones sold. There is also "a growing demand for technological innovations" as the hoverboards (an appliance that allows users to descolarem on foot), the drones and the virtual reality goggles, a technology that companies like Samsung, Facebook and Microsoft, among others, are striving to promote.
In Portugal, a good part of the increase in the goods market and the technological is considered by the GfK was, however, a result of the demand for appliances such as washing machines and refrigerators. This type of equipment had grown 7% in the third quarter compared to the same months of 2015, while sales of electrical appliances of small size increased by 11%. "There has been an increase in the purchase of houses and, in the time of crisis, there has been some contention", says Paulo Caldeira, of GfK, with the proviso, however, be "too early" to say if the shadow of the economic crisis is to dispel in the minds of consumers.
There are, however, indicators of more optimism in the Portuguese population in what concerns to the economy. The indicator of consumer confidence, as measured by the National Statistics Institute, rose between September and November. Already a survey done by Deloitte in nine european countries, among which Portugal, points out that the Portuguese are the most optimistic in the face of the economy than last year, though nearly half still see the negative, the current economic situation. In addition, say they are counting spend this festive season 359 euros, less than last year. For the present, the expectations are spending in the order of 183 euros.
Are mobile phones, video games or smartphones, it seems certain that shopping will be left for the end. In the past year, the Charity registered the peak of the grocery shopping for the week immediately before Christmas. Already the Fnac note that thanks to Black Friday – a day of strong discounts, which is a tradition imported from the USA – there have been changes in purchasing patterns. "At this time, the first few weeks of December are quieter than in the past, and the real race to the shopping starts in the week before Christmas, reaching its peak on the 23rd of December".
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