International Data Corp’s report, Latin America Personal Computer Markets 1994 reveals that the region continues to be among the fastest growing markets for personal computers in the world, as shipments in 1993 grew nearly 22% on 1992. The six-country study projects that unit shipments of personal computers in the region will expand at a compound annual growth rate of 19.5% between 1993 and 1998. Total micro sales in Latin America, estimated at over $2,400m in 1993, are projected to reach $5,200m by 1998. The report found that each country’s technology market is at a different stage of growth and maturity. In 1993, the market in Brazil grew by more than 34% to nearly 480,000 units, making Brazil the largest national market for personal computer sales, 31%, in Latin America for the first time. However the Brazilian market still lags the Mexican market in terms of market value. Argentina and Chile also saw record growth of over 40% in personal computer shipments during 1993, but Venezuela saw shipments fall by nearly 4%. Mexico’s personal computer growth slowed because of Free Trade Association and pre-election uncertainty, but still accounted for almost 30% of sales in the region. IDC expects the Mexican market to resume double-digit growth, but will remain the second largest market for personal computer unit sales in the region behind Brazil. The report also noted an acceleration in market consolidation. In the six major country markets tracked by IDC in the region, the top five manufacturers accounted for 41% of all personal computers sold in 1993, just 29% in 1992. This consolidation is radically changing distribution channels as many international vendors strengthened their direct sales efforts and expanded the number of country distribution partners: herein, IDC says, lies the potential for future conflict.
