Central and Eastern Europe PC Market’s Record Low Results in 2015 Could Turn Around in 2016, Says IDC
10 Mar 2016
FOR IMMEDIATE RELEASE, Prague – According to the CEMA Quarterly PC Tracker released by International Data Corporation (IDC), 2015 was one of the worst recorded years in terms of PC shipments in Central and Eastern Europe (CEE). For the third consecutive year, the PC market posted double-digit volume contraction, with shipments down to 13.7 million units, representing a 26.2% decline year on year.
It was a difficult year for PC manufacturers in the CEE region, with vendors unable to overcome obstacles and turn the PC market around. PC shipments in 2014 were boosted by Microsoft’s Bing promotion, which attracted price-sensitive end users and created an elevated base for comparison, especially in the consumer space. High levels of channel stock throughout 2015, caused by the large volumes of Bing inventories at the end of 2014, inhibited new shipments. The overall PC consumer segment recorded a decline of 27.6% compared to 2014, while demand in the commercial space was less affected, and shipments contracted by only 23.9% year on year. Commercial PC sales were negatively impacted by the wave of renewals that resulted from Windows XP end of support in 2014, in addition to constrained budgets that limited overall IT investments.
Unpredictable currency fluctuations, coupled with low oil prices, created additional economic uncertainty across Russia and the CIS countries. In addition, high inflation reduced consumer purchasing power and, together with commercial IT budget cuts, these factors all combined to negatively impact PC shipments in the Eastern sub-region.
“We expect some relief in terms of average annual decline in 2016,” says Nikolina Jurisic, program manager with IDC CEMA. “The current economic outlook for the Eastern sub-region will remain an inhibitor in the near future, but better inventory levels and economic stability in the Central part of the region will somewhat offset the decline. PC shipment volumes in the first half of 2016 should be comparable to lower levels seen in 2015, but will show signs of recovery in the second-half of the year.”
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