Flat Consumer Electronics Revenue Growth: CEA Predicts

During the 2001 through 2004 period, when the U.S. economy went through, and then came out of, the "Internet and telecom bubble," household telephone expenditures held constant at 2.3 percent of all household expenditures, a rate constant from 1996 through 2004. Only in one year--2002--was spending different, and in that year, household expenditures rose to 2.4 percent.

That might be the sort of year 2009 is for the consumer electronics industry. Or at leaset, that appears to be what the Consumer Electronics Association believes will happen in 2009.

The consumer electronics industry is projected to generate $171 billion in U.S. shipment revenues in 2009, according to the semi-annual industry forecast released by the Consumer Electronics Association. That would be a decline of about $1 billion from the estimated $172 billion CEA estimates the industry earned in 2008.

“The CE industry is resilient but not immune from the business cycle," says CEA CEO Gary Shapiro. The essentially flat forecast would be something of a break with past history. Over the past 10 years, annual revenues have not slipped, according to iSuppli, but growth rates have slowed, as this chart shows.

As early as 2006, for example, iSuppli projected growth rate declines from the seven to nine percent range down to the three percent range, compared to the nine percent annual increases seen between 2001 and 2005. The essentially flat CEA forecast, should it materialize, would be something of a data point outlier. But then, CEA might be expecting a recession that has different characteristics than past recessions.

Flat growth would seem likely, if past measures of consumer spending on communications, for example, during a recession, remain true to form. There is no evidence that broadband or mobile growth went into reverse during the last time of turbulence, for example. Internet access penetration of homes actually accelerated from 1997 through 2003. Where Internet growth was 18.6 percent in 1997, it stood at 50.5 percent in 2001 and at 54.6 percent in 2003.

Actual household spending on telecommunications rose steadily from 1981 through 2004, the Federal Communications Commission reports, with one exception. In 2002, spending flattened, rather than growing.

Broadband penetration was 4.4 percent in 2000, 9.1 percent in 2001 and 19.9 percent in 2003.

Wireless presents a similar picture. In 1999 six-month mobile revenues stood at $19.4 billion. Revenue then grew to $24.6 billion in 2000, to $30.9 billion in 2001, to $36.7 billion in 2002, $41.4 billion in 2003 and $48.3 billion in 2004.

Between December 1999 and December 2004, the average monthly wireless bill climbed steadily, from $41.24 in 1999 to $50.64 in December 2004.

There is, however, evidence for "flat" growth during a recession. In 2002, household expenditures on communications overall did flatten, but only for a single year, and then only slightly, on the order of $1 a month in reduced spending.

The issue is whether this recession is structurally different from past recessions, though. Nobody knows, yet.