B2C sales also expected to 'show an imbalanced picture' this summer as consumers focus on football

‘World Cup to cause B2B PC sales fall’ – GfK

The FIFA World Cup this year could have a negative effect on PC sales, particularly on the B2B side, says analyst GfK.

Speaking at Distree EMEA 2014, Dr. Rudi Aunkofer, Global Research Director IT at GfK Retail and Technology, also said the channel can expect B2C computer and tech sales to fluctuate erratically around the football tournament, which takes place in Brazil from June 12th to July 13th this year.

"With the FIFA World Cup approaching, expect a couple of things to be a bit strange. Growth in some cases may be a little strange," he said.

"B2B PC sales may fall slightly as people are thinking about sports rather than business products. B2B demand is expected to become partly challenging this year.

"B2C demand is also expected to show an imbalanced picture due to the World Cup. The first half of the year will have a focus on consumer electronics and TVs, while the second half will focus on other digital products."

GfK previously said that the World Cup will boost the UK TV market.

Aunkofer added that consumer confidence is on the rise, and that ‘touch’ devices will be a big opportunity in 2014.

"Consumers are feeling much better than one year ago – and the economic situation is in significant better shape than one year ago," he commented. "And ubiquitous usage behaviour is requiring a set of different devices." 

"There will be evolution – not revolution – in potential markets like smart watches and wearables."

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