Consumer electronics in 2025: The big picture
Volume sales of consumer electronics have seen moderate growth in 2025, reflecting a mature market landscape with mixed performances seen across the various categories. Growth has primarily been driven by rising consumer expectations around premiumisation, smart connectivity, and lifestyle-driven adoption, which has continued to shape purchasing behaviour despite economic caution and inflationary pressures.
2025 key trends
Artificial intelligence (AI) has become a central value proposition across nearly all product categories. In smartphones, AI-powered transcription, photo editing, and content curation are driving upgrade cycles. Meanwhile, in desktops and laptops, tools like Microsoft Copilot+ have transformed productivity expectations. AI has also enhanced the user experience in headphones and televisions through adaptive noise cancellation, auto sound calibration, and scene detection. AI is no longer a bonus feature, but rather it provides real added value and has become an upgrade trigger, especially in the mid-to-premium segments.
Competitive landscape
Apple Computer Australia Pty Ltd remains the leading company within consumer electronics overall in 2025. The company produces the iPhone, AirPods, iPad, Apple Watch, MacBook and Mac brands, and is present in mobile phones, wireless headphones, computers, and wearable electronics. Apple has maintained its leadership in 2025 through a strong distribution presence and the cross-category relationship between its products, alongside premium branding and a devoted client base.
Channel developments
Appliances and electronics specialists remains the leading distribution channel within consumer electronics overall in 2025, albeit with the channel’s volume share declining as a result of the increasing competition coming from e-commerce. Appliances and electronics specialists has maintained its status as the primary distribution channel for consumer electronics in Australia in 2025 with retailers such as Harvey Norman, JB Hi-Fi, and The Good Guys providing a wide range of products, trusted advice, and hands-on experiences, particularly in high-involvement categories such as televisions, laptops, wireless speakers, and home entertainment systems. The pre-purchase journey is significantly influenced by these stores, as a significant number of Australians still prefer to inspect, evaluate, and compare products in person prior to making a purchase. The channel's relevance is further substantiated by product demonstrations, the advice of trained staff, and integrated promotional offers, particularly in premium and complex categories where in-person interaction fosters confidence.
What next for consumer electronics?
Consumer electronics is projected to experience moderate growth in value terms (at constant 2025 prices), with volume growth stabilising in more mature categories. While high penetration in categories like smartphones, desktops, and televisions will lead to longer replacement cycles, innovation, AI integration, and ecosystem upgrades should continue to drive demand. Improvements in Australia’s macroeconomic conditions are also likely to boost consumer confidence, encouraging upgrades in categories where performance and personalisation are key. Soft drivers such as maturity, product variety, and lifestyle trends will shape purchasing decisions, especially as consumers seeking devices that align with their evolving routines and wellness goals.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Electronics industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Computers and Peripherals
- In-Car Entertainment
- Home Audio and Cinema
- Home Video
- Imaging Devices
- Mobile Phones
- Portable Players
- Wearable Electronics
If you're in the Consumer Electronics industry in Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Consumer Electronics in Australia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Consumer Electronics in Australia?
- Which are the leading brands in Australia?
- How are products distributed in Australia?
- How is the rise of e-commerce changing the retail landscape?
- How has COVID-19 and accordant macroeconomic and retail disruption impacted consumer demand?
- How are considerations such as urban development and the rise in single-person households driving sales growth?
- Where is technology taking the market? Which products are pioneering growth? Which face obsolescence?
- Where is future growth expected to be most dynamic?
Consumer Electronics in Australia
Consumer electronics in 2025: The big picture
2025 key trends
Competitive landscape
Channel developments
What next for consumer electronics?
DISCLAIMER
Computers and Peripherals in Australia
KEY DATA FINDINGS
AI and gaming continue to shape consumer decisions in computers and peripherals
Apple leads but Asus gains ground with AI, gaming and creator focused innovation
E-commerce now dominates sales due to convenience and discounts
AI expected to encourage performance-driven upgrades
Sales likely to remain split between the online and offline worlds
AI and customisation services set to define innovation
In-Car Entertainment in Australia
KEY DATA FINDINGS
In-car entertainment finds niche in custom setups but overall demand falls
Pioneer retains the lead while JVC gains ground as a smart budget alternative
Specialists lead distribution thanks to support in installations
In-car entertainment set to continue on downward trajectory
Innovation moving toward experience and education
Premium audio upgrades shift toward seamless integration over full system replacement
Home Audio and Cinema in Australia
KEY DATA FINDINGS
Smart simplicity wins as Hi-Fi systems lose ground to compact, connected audio solutions
Sony leads while Sonos gains ground with smart, connected products
Retailers rely on in-store experiences and omnichannel strategies to close the sale
Ecosystem-based upgrades and in-store experiences could drive premium demand
Connectivity and compatibility key
AI-driven features redefine home audio expectations and justify a premium positioning
Home Video in Australia
KEY DATA FINDINGS
Bigger screens, better performance
LG and Samsung the category leaders but TCL wins share through value positioning
Appliances and electronics specialists dominate but e-commerce gaining ground
Next-gen TVs present opportunities for the premium segment
Gaming demand reshaping smart TV design in Australia
Australia’s 2026 TV Prominence Regulations present challenges and opportunities
Wireless Headphones in Australia
KEY DATA FINDINGS
Lifestyle Integration Drives Dual Ownership of Headphones in Australia, with Portability and Performance Tailored to Use Case
Apple benefits from brand loyalty, while JBL gains share thanks to a strong value proposition
Store-based retailers retain a key role but more consumers are shifting online
Wireless headphones expected to continue growing
Smart sound, smart living and the rise of AI
Fitness culture expected to fuel demand and inform new product development
Imaging Devices in Australia
KEY DATA FINDINGS
Imaging devices sees growth limited by competition from smartphones
Canon and Sony strengthen their creator-focused mirrorless portfolios
E-commerce gaining share as consumers look for value and convenience
Hybrid demand and mirrorless innovation set to drive growth
AI-powered hybrid cameras set to reshape the market
Demand for small, lightweight and convenient products set to rise
Mobile Phones in Australia
KEY DATA FINDINGS
AI engagement and 5G access reshape consumer priorities in Australia
Apple and Samsung dominate despite mounting competition for Chinese brands
Omnichannel distribution strategies becoming a key tool in the purchase journey
AI adoption and competitive offers set to encourage consumers to upgrade
Display innovation will redefine the next era of smartphones.
Gaming smartphones mix high-tech features with lifestyle benefits
Portable Players in Australia
KEY DATA FINDINGS
Wireless speakers remains on a strong growth trajectory
JBL takes the lead with a strong value proposition while Kobo bucks the trend with growth in e-readers
Retailers invest in omnichannel strategies and brand experiences to drive sales
Lifestyle behaviours, premiumisation and e-commerce set to fuel sales of wireless speakers
Seamless integration elevates the smart audio experience
Advanced audio processing and connectivity set to drive innovation
Wearable Electronics in Australia
KEY DATA FINDINGS
Wellness driven innovation redefines demand for wearable electronics
Brand loyalty boosts Apple and Samsung’s position in the market
Expert guidance reinforces the role of physical stores in Australia
Health-conscious lifestyles set to drive adoption of wearable electronics
Intelligent summaries and seamless experiences elevate the value of wearable electronics
Minimalist innovation and subscription services reshaping the premium segment
The following categories and subcategories are included:
Consumer Electronics
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- Desktops
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- Laptops
- Tablets
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- Monitors
- Printers
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- In-Car Navigation
- In-Car Speakers
- In-Dash Media Players
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- Audio Separates
- Digital Media Player Docks
- Hi-Fi Systems
- Home Cinema and Speaker Systems
- Speakers
- Other Home Audio and Cinema
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- Analogue TVs
- LCD TVs
- OLED TVs
- Plasma TVs
- Other TVs
- TV Combis
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- BD Players
- DVD Players
- Video Recorders
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- Mass Wireless Headbands
- Premium Wireless Headbands
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- Mass Wireless Earphones
- Premium Wireless Earphones
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- Mass TWS Earbuds
- Premium TWS Earbuds
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- Digital Cameras
- Digital Camcorders
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- Feature Phones
- Smartphones
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- E-Readers
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- Portable Multimedia Players
- Other Portable Media Players
- Wireless Speakers
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- Activity Bands
- Activity Watch (Analogue)
- Activity Watch (Digital)
- Smart Wearables
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Consumer Electronics
Consumer Electronics refers to the sales of Computers and Peripherals, In-Home Consumer Electronics, In-Car Entertainment and Portable Consumer Electronics to the end consumer.
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This report originates from Passport, our Consumer Electronics research and analysis database.
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