Penetrations of consumer electronics technologies are interesting to
track. In the U.S., initially the home market will seem saturated,
then they acquire multiples of each product as the technology becomes
less expensive. By 2000, there were more than 5.6 radios per home and
2.2 television sets per home.
Here's what we know about each technology:
Personal computers
-------------------
U.S.: 61%
Western Europe: 57% (Sweden highest at 74%; Spain lowest at 37%)
Asia: highly varied
China: 2.5%
Japan: 40-44%
South Korea: 68%
Hong Kong: 59%
Australia: 65%
Sources:
Europe PC (August, 2002):
http://www.europemedia.net/shownews.asp?ArticleID=12164
U.S. PC penetration (March, 2002)
http://sanjose.bizjournals.com/sanjose/stories/2002/03/18/daily2.html
China:
http://www.idc.com.sg/Press/2001/AP-PR-PRC-subregionQ2.htm
Rest of Asia:
www.acnielsen.co.th/news.asp?newsID=49
Japan (Nov. 2000)
http://ne.nikkeibp.co.jp/english/2000/11/1109pc_dsp.html
Cellphones
-----------
North America: 117%
Western Europe: 114%
Asia Pacific (with China): 46%
For cellphone penetration we've used one data source, the EMC World
Cellular Database (June, 2001). To figure household penetrations,
these numbers were used:
HOUSEHOLDS:
U.S. 119.5 million (2000 U.S. Census + Canada)
Western Europe: 322.2 million
Asia:
China: 519.6 million
Japan: 118.5 million
All Asia-Pacific: 718.9 million
Cellphone data source:
http://www.cellular.co.za/analysts/07182001-emc_forecasts_subscribers_to_top.htm
PDAs
------
PDA penetration rates are more difficult to obtain publicly, though
there are studies from a variety of vendors available. Computer
Industry Almanac has a report available that's updated twice each year
and costs $1,250:
http://www.c-i-a.com/wwpda.htm
Computer Industry Almanac estimates 2001 sales of 16.4 million units
worldwide; 6.6 million in the U.S. Its press release notes one of the
problems in measuring PDA sales -- increasingly cellphones have
similar functions. "PDA-Phones to Spur Worldwide PDA Proliferation"
(Jan. 4, 2002) is here:
http://www.c-i-a.com/pr0102.htm
Meta Group estimates that current penetrations in the U.S. are 10-15%
of knowledge workers in this IT Insights newsletter:
http://www.itworld.com/nl/it_insights/03262002/pf_index.html
Penetrations of that level would put PDAs per household in the 5-7%
range for the U.S., which is clearly the largest world market.
Google search strategy is similar for each of the technologies:
"personal computer" + penetration
"personal computer" + penetration + Japan
Best regards,
Omnivorous-GA |