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Portable Players in Denmark

New C&M analysis: Denmark Portable Players Market

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2014-03-17 18:25:04 - Portable Players in Denmark - a new market research report on

Portable players continue to face strong competition from substitute products, such as smartphones and tablets. Competition is strong as substitute products are gaining popularity due to their many functions and advantages. As a result, portable players retail volume sales fell by 10% in 2013.

Apple AB dominated portable players sales in 2012 with a retail volume share of 50%. In second place was Sony Nordic with a sales share of 12%. Apple AB controls sales in the largest area, portable media players, where it recorded a sales share of 60% in 2012. Apple´s leading position can be attributed to its strong branding and reputation. Consumers perceive Apple products as being of high quality and fashionably designed. Due to these reasons, consumers



agree to pay a premium price for Apple products. Sony Nordic dominates sales of e-readers, recording a sales share of 33% in 2012. Within e-readers, Sony Nordic faces competition from AGK Nordic and

Portable players retail volume sales are projected to decline at an average annual rate of 14% to reach 122,000 units by 2017. Due to strong competition from substitute products, the area is expected to maintain the trend from recent years, with sales set to continue falling.

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