Media tablets sales volume in Vietnam up 34 percent in first five months of 2015: GfK

gfkLow-end and smaller screen size models surge in demand

HO CHI MINH, July 6, 2015 – Penetration of media tablets deepens in Vietnam as more entry level models are introduced to provide more affordable options to consumers in this emerging market.  The first five months of this year reportedly witnessed a double-digit jump in sales volume of this popular gadget over the same period last year to reach almost 582,000.

GfK’s point of sales tracking of media tablets in the country reported around 149,000 more units of media tablets being snapped up in January to May this year, compared with the same time frame a year ago. However, sales dollar generated in contrast was lesser by five percent due to the greater contribution of those lower value media tablet models.

“Over three in every four (76%) media tablets sold so far in 2015 cost less than USD300, as compared to just one in two (50%) in 2014; signifying a strong shift in market trends towards the low-end segment,” observed Tran Khoa Van, Managing Director of GfK in Vietnam. “The result of more media tablets being sold at lower prices brought about a shrinkage in the total market value in spite of strong consumer demand for the gadget.”

On the other hand, high-end media tablets priced above USD500 which accounted for 29 percent of the total market’s sales volume had reduced by half to make up only 14 percent share in the first five months of this year. A similar trend is seen in the USD300-500 segment, where its 22 percent share last year was reduced to 11 percent in 2015.

According to GfK findings, the average price of media tablets declined by 30 percent from USD367 last year to USD259 this year. Although the number of brands catering to the Vietnamese market reduced from 56 to 49, the remaining players have introduced 20 more new models—from 278 to 298.

Another emerging trend is the rising popularity of smaller screen sized media tablets, specifically the 7.9” and below segment. Over seven in ten (71%) media tablets purchased this year were of this size, up from its 62 percent market share last year. On the other hand, it was the 9-10” segment which reported a dwindled market share by half—from 26 to 13 percent.

“Price erosion is a natural progression of a tech product’s lifecycle and the average price of media tablets will definitely be drifting down further from the low of USD250 reported in the latest tracked month of May,” said Van. “The media tablet market is anticipated to achieve even higher sales in the third quarter of the year with the anticipated back to school promotions, with annual sales estimated to hit 1.9 million for the year,” he concluded.


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  • Survey period: Jan – May 2015
  • Comparison period: Jan – May 2015 versus Jan-May 2014