Consumer electronics in 2025: The big picture
Sales of consumer electronics in Austria contracted more significantly in retail volume terms in 2025 than the previous year, which benefited from several factors, such as sales of televisions rising due to the UEFA Euro tournament and revised broadcasting fees. Despite a stronger fall in volume sales in 2025, the decline in current value terms decelerated, supported by recovering consumer sentiment and a preference for premium, innovative models. As inflationary pressures eased, some of those who did purchase shifted from essential replacements toward high-end discretionary spending, mitigating the impact of broader volume losses on overall value sales.
2025 key trends
The nationwide Reparaturbonus campaign, initiated in mid-2022 to promote sustainable consumption in Austria, offered a 50% refund on electronic repair costs up to EUR200. Although supported by EU funding and originally intended to run until 2026, the programme was paused indefinitely in mid-2025 following a change in government. Prior to this suspension, the initiative recorded approximately 900,000 claims by March 2025, with mobile phones specifically screen replacements accounting for 40% of all activity.
Competitive landscape
Samsung Electronics Austria GmbH maintained its leadership of consumer electronics overall in 2025, driven by its leading position in the crucial smartphones and televisions categories. However, the company experienced notable contractions in volume share in both categories. This decline was due to the expansion of emerging Chinese competitors, most notably Hisense in televisions and Xiaomi and Vivo in smartphones. Consequently, the Austrian landscape is characterised by heightened fragmentation as these challenger brands are successfully eroding the share of the established leader.
Channel developments
Appliances and electronics specialists remained the dominant distribution channel in consumer electronics in 2025, although its volume share declined slightly due to the stronger performance of retail e-commerce. Media Markt continued to lead via its 56-store network and integrated digital platform. A notable 2025 innovation allows customers to book in-store consultations online, directly challenging smaller, service-led independent retailers. By digitising access to expert staff, Media Markt is leveraging its physical infrastructure to neutralise the traditional competitive advantage held by owner-operated specialists, further consolidating its leadership across both physical and digital touchpoints.
What next for consumer electronics?
Consumer electronics in Austria is projected to face continued contraction throughout the forecast period. Former growth catalysts, such as wearable electronics and wireless headphones, have significantly surpassed their peak, leaving a void that incremental innovations in AI and smart home ecosystems are likely to be unable to fill. Smartphones maintain their role as the primary personal device, continuing to cannibalise demand for traditional hardware, including laptops, televisions and portable media players. This consolidation of functionality into a single device suggests a structural shift where the category is increasingly defined by replacement cycles rather than new adoption.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Electronics industry in Austria 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 Austria, 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 Austria 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 Austria?
- Which are the leading brands in Austria?
- How are products distributed in Austria?
- 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 Austria
Consumer electronics in 2025: The big picture
2025 key trends
Competitive landscape
Channel developments
What next for consumer electronics?
DISCLAIMER
Computers and Peripherals in Austria
KEY DATA FINDINGS
Minor volume decline for overall computers and peripherals
Samsung remains the leader thanks to its strong role in tablets and monitors
Leading channel e-commerce extends lead
Downward trend expected in computers and peripherals
AI integration expected to shape the coming years
Sustainability another area of future innovation
In-Car Entertainment in Austria
KEY DATA FINDINGS
Demand continues to fall in the face of alternatives
Garmin leads thanks to dominance within in-car navigation
Retail e-commerce grows in a unique retail channel environment
No recovery in sight for in-car entertainment
More and more sober consumer attitude towards owning a car
Limited potential will remain for aftermarket devices
Home Audio and Cinema in Austria
KEY DATA FINDINGS
Austrian consumers fail to get excited about home audio and cinema products
Leading players in televisions also shape home audio and cinema
Specialist retailers dominate, but e-commerce platforms rise
Home audio and cinema will continue to play a subordinate role
Smart home installations could be one of the few potential positive drivers
Home audio and cinema will become more and more niche
Home Video in Austria
KEY DATA FINDINGS
After an exceptional year in 2024, the downward trend resumes in 2025
Thanks to its improving position in OLED TVs, Samsung defends its leadership
Media Markt dominant among specialist retailers
Downward trend likely to continue, but a bright spot will remain in OLED TVs
Redefining the role of televisions
New technologies alone not likely to be enough to revitalise televisions
Wireless Headphones in Austria
KEY DATA FINDINGS
From a high level, the steady downward trend continues
Apple stands out in a fragmented competitive landscape
Specialist retailers and retail e-commerce lead distribution
Demand likely to continue to fall as maturity is reached, but sales will remain high
TWS earbuds expected to maintain its dominance
In an extremely tough competitive environment, there will be plenty of opportunity to stand out
Imaging Devices in Austria
KEY DATA FINDINGS
Downward trend continues in 2025
Canon successfully defends its lead
Due to demand for high-value products, retail e-commerce loses slight share
No growth in sight for imaging devices
Innovations expected to limit the downward trend, but only to a small extent
High-priced niches will play an increasingly important role
Mobile Phones in Austria
KEY DATA FINDINGS
Longer replacement cycles and Reparaturbonus impact sales of smartphones
Trend towards greater brand diversity continues
Retail e-commerce continues to win share against other channels
Demand for smartphones is expected to stagnate
More opportunities than ever for newer brands to steal share
Domestic specialist in senior-focused mobiles now aims to appeal to younger audiences
Portable Players in Austria
KEY DATA FINDINGS
All categories see a downward trend in 2025
JBL extends its lead, while Amazon Echo suffers
Retail e-commerce continues to win share from offline retailers
No hope of growth in the foreseeable future
It remains to be seen to what extent innovations can really stimulate demand
High-priced niches will play an increasingly important role
Wearable Electronics in Austria
KEY DATA FINDINGS
High degree of maturity drives decline for wearable electronics
Apple remains the undisputed leader, but Garmin performs better
Appliances and electronics specialists continues to dominate
Demand expected to continue slowing, but value growth still expected
Health-oriented innovations to remain most common
Garmin and Samsung likely to be most active with innovations
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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