Technology on the rise in 2020. In Italy + 5.5% (GfK data)
In a complicated year for the Italian economy like 2020, the consumer technology sector has gone against the trend: according to the surveys GfK the sales grew by + 5.5%the total market value has reached i € 15.5 billion.
Online grows by 24.4%
While sales in traditional outlets recorded a slight decline – due to the closures and mobility restrictions introduced to combat the pandemic – the online channel recorded significant growth, coming to weigh the 24.4% of total value sales. The positive performance of the IT Office department (+ 32.5%), which at the end of 2020 generated 23.9% of the total value of the Italian Technical Consumer Goods market. Growth trend also for Small Appliances (+ 15.5%), for consumer electronics (+ 4.7%) and Large Appliances (+ 3.4%).
Slow down your telephony
On the other hand, the sector of Telephony (-5.2%) which, however, is confirmed as the most important for the Italian consumer technology market, with a share of 34.6%. The result of the Home Comfort sector was decidedly more negative (-16.2%) and that of Photography (-36.9%), which seems to have particularly suffered from the restrictions related to Covid-19 and the strong downsizing of travels, events and other social occasions. Considering the trend of sales during the year, there is a constant growth of the market compared to 2019. The only negative trends are those relating to the months of March and April, corresponding to the first lockdown.
Compared to past years, the importance oflast quarter of the yearwhich comes to weigh 33% of the total of sales by value. In fact, between October and December, many promotional initiatives were concentrated, which drove the purchases of technology: a phenomenon that goes well beyond the Black Friday week and extends throughout the “Golden Quarter”.