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    "page": {
        "title": "Tech & Durables 2024",
        "url": "https://gfu.de/en/tech-durables-2024/",
        "type": "post",
        "language": "en_US",
        "published": "2025-01-28T13:01:00+01:00",
        "modified": "2026-06-28T12:33:50+02:00",
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                "url": "https://gfu.de/en/tech-durables-2024/",
                "lang": "de",
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                "url": "https://gfu.de/en/tech-durables-2024/",
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                "url": "https://gfu.de/en/tech-durables-2024/",
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    "seo": {
        "meta_title": "Tech & Durables 2024: Market Recovery Insights",
        "meta_description": "Explore GfK insights on Tech & Durables 2024 trends, market recovery, growth drivers, and the 2025 outlook. Download the report now.",
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            "Tech & Durables 2024",
            "Tech and Durables market",
            "GfK market insights",
            "consumer electronics trends",
            "home appliances market"
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            "IT sector growth",
            "smartphone demand",
            "market recovery",
            "consumer electronics sales",
            "2025 market outlook"
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    "content": {
        "excerpt": "After a decline of 3 percent in 2023, the Tech & Durables sector returned to a growth trajectory in 2024: +1.0% in USD, driven by a strong final quarter. A look back at a turbulent market year and an outlook for 2025.",
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        "full_text_html": "\n<section class=\"block block--text block--bg-transparent block--pad-none block--text--layout-split block--text--text-anthrazit block--text--no-button\">\n    <div class=\"container block__inner\">\n\n        <div class=\"text__content\">\n            \n            \n                            <div class=\"text__body\"><p>According to GfK, 2024 was, economically speaking, a rollercoaster ride for the Tech &#038; Durables sector (T&#038;D). As the new year begins, we look back at the key factors that influenced the market over the past year.</p>\n<p>From January to November, the T&#038;D sector experienced a positive turnaround, ending with an increase of +1.0% in USD and +0.7% in unit sales (excluding the USA/Russia). This was a significant improvement compared with 2023, when both revenue in USD and unit sales declined by -3%. The post-COVID recovery has therefore continued, and the market has regained its footing.</p>\n</div>\n                    </div>\n\n        \n    </div>\n</section>\n\n\n\n<section class=\"block block--media block--pad-normal block--bg-transparent block--media--source-image block--media--fit-cover block--media--width-container\">\n    <div class=\"container media__wrapper\">\n\n        <figure class=\"media__figure\">\n\n            <div class=\"media__frame\">\n                                    <img class=\"media__image\" src=\"https://gfu.de/wp-content/uploads/2026/05/pressemitteilung-2025-tech-durables-2024.webp\" alt=\"Infografik zum Wachstum des Tech &amp; Durables Markts\" width=\"1230\" height=\"600\" loading=\"lazy\">\n                    \n                            </div>\n\n            \n        </figure>\n\n    </div>\n</section>\n\n\n\n<section class=\"block button-block button-block--align-left block--pad-normal\">\n    <div class=\"container button-block__inner\">\n        <a class=\"btn btn--ghost\" href=\"https://gfu.de/wp-content/uploads/2026/05/250123-TechDurablesMarket.pdf\" target=\"_blank\" rel=\"noopener\">Infographic as PDF</a>    </div>\n</section>\n\n\n\n<div class=\"block block--spacer block--spacer-50 block--bg-transparent\" style=\"height: 50px\" aria-hidden=\"true\">\n    </div>\n\n\n\n<section class=\"block block--text block--bg-transparent block--pad-none block--text--layout-split block--text--text-anthrazit block--text--no-button\">\n    <div class=\"container block__inner\">\n\n        <div class=\"text__content\">\n                            <p class=\"text__eyebrow\">Quarter 1</p>\n            \n            <h3 class=\"text__heading\">Strong start, challenges in the IT sector</h3>\n                            <div class=\"text__body\"><p>The year began on a stable note, reaching the level of 2023. Demand for smartphones remained high. However, the IT sector (laptops, tablets, etc.) struggled due to ongoing market saturation after COVID.</p>\n</div>\n                    </div>\n\n        \n    </div>\n</section>\n\n\n\n<div class=\"block block--spacer block--spacer-50 block--bg-transparent\" style=\"height: 50px\" aria-hidden=\"true\">\n    </div>\n\n\n\n<section class=\"block block--text block--bg-transparent block--pad-none block--text--layout-split block--text--text-anthrazit block--text--no-button\">\n    <div class=\"container block__inner\">\n\n        <div class=\"text__content\">\n                            <p class=\"text__eyebrow\">Quarter 2</p>\n            \n            <h2 class=\"text__heading\">Slowdown, new market trends</h2>\n                            <div class=\"text__body\"><p>This quarter was the weakest, falling short of 2023. But momentum began to shift as smartphone demand eased, IT sales picked up, and the Euro Cup boosted TV sales in terms of volume—though not revenue.</p>\n</div>\n                    </div>\n\n        \n    </div>\n</section>\n\n\n\n<div class=\"block block--spacer block--spacer-50 block--bg-transparent\" style=\"height: 50px\" aria-hidden=\"true\">\n    </div>\n\n\n\n<section class=\"block block--text block--bg-transparent block--pad-none block--text--layout-split block--text--text-anthrazit block--text--no-button\">\n    <div class=\"container block__inner\">\n\n        <div class=\"text__content\">\n                            <p class=\"text__eyebrow\">Quarter 3</p>\n            \n            <h2 class=\"text__heading\">Positive growth across all areas</h2>\n                            <div class=\"text__body\"><p>The first truly positive quarter, with an increase of +0.8% in USD. Inflation improved, and interest rates were lowered further in many countries. The IT sector recorded growth again for the first time, presumably due to the start of the replacement cycle four and a half years after the COVID pandemic. All areas moved into positive territory, with the exception of Office and Consumer Electronics.</p>\n</div>\n                    </div>\n\n        \n    </div>\n</section>\n\n\n\n<div class=\"block block--spacer block--spacer-50 block--bg-transparent\" style=\"height: 50px\" aria-hidden=\"true\">\n    </div>\n\n\n\n<section class=\"block block--text block--bg-transparent block--pad-none block--text--layout-split block--text--text-anthrazit block--text--no-button\">\n    <div class=\"container block__inner\">\n\n        <div class=\"text__content\">\n                            <p class=\"text__eyebrow\">October and November 2024</p>\n            \n            <h2 class=\"text__heading\">Rising revenues due to subsidies</h2>\n                            <div class=\"text__body\"><p>During these two months, a Chinese subsidy program for replacing major domestic appliances, consumer electronics, and IT products drove exceptional revenue growth of +5.4%. October stood out in particular, with value growth of +13%—an effect attributable both to government support measures in China and to the earlier celebration of Diwali in India, which took place in October in 2024.</p>\n<p>October also saw the highest price increase in USD (+6%), which was due to the subsidies in China. Overall, prices from January to November were relatively stable at +0.3% in USD, but recorded a significant increase of +4% in local currency due to persistent inflation.</p>\n</div>\n                    </div>\n\n        \n    </div>\n</section>\n\n\n\n<div class=\"block block--spacer block--spacer-50 block--bg-transparent\" style=\"height: 50px\" aria-hidden=\"true\">\n    </div>\n\n\n\n<section class=\"block block--section block--section-bg-color block--pad-normal block--section--width-full block--bg-beige\">\n\n    \n    \n    \n    \n    <div class=\"block--section__content\">\n        <div class=\"acf-innerblocks-container\">\n\n<section class=\"block block--text block--bg-beige block--pad-none block--text--layout-split block--text--text-anthrazit block--text--no-button\">\n    <div class=\"container block__inner\">\n\n        <div class=\"text__content\">\n            \n            <h2 class=\"text__heading\">Outlook for 2025</h2>\n                            <div class=\"text__body\"><p>We look ahead to 2025 with cautious optimism. A drastic increase in market momentum is not expected—instead, moderate, steady growth of around 1% in USD (including the USA) is emerging, which could correspond to growth of 2–3% in local currencies.</p>\n<p>Rising demand is forecast for the IT sector, driven by the end of Windows 10 support and the natural replacement cycle following the COVID pandemic. The moderate growth trend in the home appliances segment is likely to continue, while Consumer Electronics must expect weaker demand due to the absence of major sporting events. Smartphones, on the other hand, could experience another successful year—depending on possible subsidy programs in China.</p>\n</div>\n                    </div>\n\n        \n    </div>\n</section>\n\n</div>\n    </div>\n\n</section>\n\n\n\n<div class=\"block block--spacer block--spacer-50 block--bg-transparent\" style=\"height: 50px\" aria-hidden=\"true\">\n    </div>\n\n\n\n<section class=\"block block--text block--bg-transparent block--pad-normal block--text--layout-split block--text--text-anthrazit block--text--no-button\">\n    <div class=\"container block__inner\">\n\n        <div class=\"text__content\">\n            \n            <h2 class=\"text__heading\">About the collaboration</h2>\n                            <div class=\"text__body\"><p>Based on a partnership between GfK, gfu, and IFA Management, we provide you with regular updates on market developments and trends from the Consumer Electronics and Home Appliances industry. Interesting insights, current market figures, consumer trends, and much more are professionally prepared for you from the sources of the three expert partners.</p>\n</div>\n                    </div>\n\n        \n    </div>\n</section>\n\n\n\n<div class=\"block block--spacer block--spacer-50 block--bg-transparent\" style=\"height: 50px\" aria-hidden=\"true\">\n    </div>\n"
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            "items": [
                {
                    "answer": "From January to November 2024, the Tech & Durables sector recorded a positive turnaround, growing by 1.0% in USD revenue and 0.7% in unit sales, excluding the USA and Russia.",
                    "question": "How did the Tech & Durables sector perform in 2024?"
                },
                {
                    "answer": "The market improved significantly compared with 2023, when both USD revenue and unit sales declined by 3%. In 2024, the sector returned to modest growth.",
                    "question": "How did 2024 compare with 2023 for Tech & Durables?"
                },
                {
                    "answer": "Smartphones, IT products, major domestic appliances, and selected consumer electronics segments supported growth, with IT recovering later in the year due to replacement cycles.",
                    "question": "Which product categories supported growth in 2024?"
                },
                {
                    "answer": "The second quarter fell short of 2023 levels as smartphone demand eased, although IT sales began to recover and the Euro Cup helped boost TV unit sales.",
                    "question": "Why was the second quarter of 2024 weaker?"
                },
                {
                    "answer": "A Chinese subsidy program for replacing major domestic appliances, consumer electronics, and IT products drove exceptional revenue growth, supported by Diwali occurring earlier in India.",
                    "question": "What drove strong revenue growth in October and November 2024?"
                },
                {
                    "answer": "The 2025 outlook is cautiously optimistic, with moderate growth of around 1% in USD expected, or 2–3% in local currencies, including the USA.",
                    "question": "What is the outlook for the Tech & Durables market in 2025?"
                },
                {
                    "answer": "Growth may be influenced by Windows 10 support ending, post-COVID replacement cycles, home appliance demand, fewer major sporting events, and possible subsidy programs in China.",
                    "question": "What factors could influence Tech & Durables growth in 2025?"
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