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February 21, 2013

Apple accounted 20% of US consumer electronics spending in 2012

Apple and Samsung collectively accounted for $6.5bn in increased sales during 2012.

By CBR Staff Writer

According to a new report, Apple captured 19.9% of all consumer electronics sales in the US during 2012, and was responsible for one out of every five dollars spent.

During the year, the US consumer technology industry sales declined 2% to $143bn and consumer technology sales dropped by $4bn since 2010, NPD’s new report revealed.

NPD industry analysis vice president, Stephen Baker ,said that while sales fell in consumer technology for the second consecutive year, there was an uptick in Q4 which is cause for optimism.

"After struggles with declining categories, and increasingly saturated markets over the last few years, fourth quarter’s results may be the first sign that even as a mature industry consumer technology can grow again, albeit with a very different dynamic than in previous growth spurts," Baker said.

In 2012, only smartphones and tablets reported respective rises of 25% and 42% year-over-year, among all top five categories including Notebook Computers, Flat-panel TVs and Desktop Computers, while they collectively accounted for 53% of sales in 2012.

"While CE remains a dynamic industry the fact is that the stellar growth of the past few years has made growth today more difficult," Baker said.

"Most market segments have high penetration rates and the demand for additional devices is slowing, or declining.

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"Tablets and smartphones have been able to stimulate demand for additional devices, but unfortunately it hasn’t been enough, yet, to sustain positive growth trends."

Apple and Samsung collectively accounted for $6.5bn in increased sales, while other consumer technology industry dropped by almost $9.5bn.

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