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NOMADIC<br />
LIFESTYLE PART 1<br />
<strong>IFA</strong><br />
My Media<br />
<strong>IFA</strong><br />
Audio<br />
Entertainment<br />
<strong>IFA</strong><br />
Communication<br />
<strong>IFA</strong><br />
<strong>IFA</strong> Home<br />
& Entertainment<br />
Electronics<br />
<strong>IFA</strong><br />
Home<br />
Appliances<br />
ON THE MOVE<br />
Entertainment, blindingly fast connectivity, and<br />
new feature sets will revolutionise the mobile<br />
devices sector<br />
62%<br />
of smartphone users<br />
do so for the highquality<br />
video and<br />
photos they can<br />
produce<br />
Source GfK<br />
70%<br />
of all wireless in-ear<br />
devices sold in the<br />
first half of <strong>2019</strong> were<br />
true wireless<br />
Source GfK<br />
47%<br />
growth in the<br />
smartwatch market<br />
year-on-year in the first<br />
half of <strong>2019</strong><br />
Source GfK<br />
Consumers are increasingly seeking<br />
out rich experiences delivered by highend<br />
product features when it comes to<br />
mobile devices. Looking at the example<br />
of smartphones, analysts GfK say feature<br />
combinations such as bigger display sizes<br />
(6-7”), cameras (20MP+) and increased<br />
storage (128GB+) appeal most to<br />
consumers.<br />
S u c h c o m b i n a t i o n s<br />
accounted for 16% of<br />
smartphone revenues<br />
or €33bn in the first<br />
six months of <strong>2019</strong>, up<br />
from 3% in the same<br />
period of 2018. Among<br />
owners, 75% use these<br />
performance features<br />
to enable messaging<br />
while 62% use them for<br />
capturing rich quality<br />
photos and videos. It<br />
all helps satisfy the<br />
consumer’s need to<br />
capture moments in<br />
their lives and share with<br />
others on-the-go. Added<br />
to this, the features that<br />
will soon be brought by<br />
5G will push the market<br />
into a new dynamic.<br />
Smartwatches have also<br />
captured consumers’<br />
imaginations thanks to<br />
their potential to simplify<br />
the way smartphone<br />
technology is used. From<br />
a sales value point of<br />
view, smartwatches grew<br />
by 47% year-on-year in<br />
the first half of this year.<br />
Audio on the go is<br />
another hot topic this<br />
year. Indeed, headphones<br />
and headsets remain the<br />
key growth driver in the<br />
market for audio devices:<br />
between 2015 and 2018,<br />
global turnover almost<br />
doubled. In the first half<br />
of <strong>2019</strong>, it grew by<br />
another 40% year-onyear.<br />
And 70% of all<br />
wireless in-ear devices<br />
sold in the first half<br />
of <strong>2019</strong> were true<br />
wireless.<br />
In this section, we<br />
also look at gaming<br />
h a r d w a r e , w h i c h<br />
is also increasingly<br />
m o b i l e . A f t e r<br />
massive growth,<br />
t h e g a m i n g<br />
industry has<br />
m a t u r e d a n d<br />
now represents an<br />
entire ecosystem. The<br />
gaming hardware market<br />
recorded a 16% increase<br />
year-on-year (January-<br />
June <strong>2019</strong>) to reach over<br />
€5.4bn turnover (global<br />
coverage excluding North<br />
America). Gaming OEM<br />
notebooks continued<br />
their success story and<br />
grew by 13%, generating<br />
€3.1bn turnover<br />
<strong>IFA</strong>: Fast forward into<br />
the mobile future<br />
© Messe Berlin GmbH<br />
www.ifa-international.org <strong>IFA</strong> <strong>International</strong> • Friday 6 th September <strong>2019</strong><br />
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