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> > D S L R F E A T U R E
D S L R F E AT U R E
DSLR: ASURPRISEFAVOURITE
INNOVATIONS IN DSLR ARE BRINGING NEW LIFE INTO THE
MARKET. SMALLER, LIGHTER AND MORE USER FRIENDLY,
DSLRS ARE ATTRACTING NEW USERS ALL THE TIME.
DSLRsales,aswellasbeingdecent arerelevanttoDSLR.Growthinthe
money-earnersintheirownright memory,displayandinparticular
(providedmarginsarepreserved), thetripodandlensmarketsare
contributetothefutureofthe directlylinkedwithDSLRsalesand innovationssuchasvideocapture,
industry.Withgreatproducts directlybeneficialtothestoresthat lenscamerashasenteredaperiodof newbrandsthatappealbeyondthe
achievinggreatimageresultsforthe sellthem. fallingvolumes,"saysMattGibbs, photographicworldandabroader
consumer, sellingaDSLRwiththe Abuyerofacompactmaybuy AccountDirectoratGfK(Growth rangeofretailoutletsstockingthe
rightadviceandadditionalproducts batteries,cases,memoryanddisplay fromKnowledge)."Inthequarterto device."
kindlesagrowinginterestin (includingprints,albumsand September2009salesfellby8%on ManufacturersaresupportingDSLR
photography. frames).Theymayalso thesameperiodin2008.The saleswithextendedcampaigns
ThesalesvalueofDSLRscan progresstoanother reasonsbehindthisareclear-whilst promotingDSLRs,bothonprice
besummedup cameraaftera in2008themarketwasdrivenby pointsandwithmaterialsthat
bydata while. salesatorbelowthe£300price demonstratetheirfeatures.Canon,
point,todaytherearefewmodels forexample,areofferingconsumers
sellingatsuchlowprices.Clearlythis cashbackonthe450Dand500D
hastakenitstollonvolumesales,but untilJanuary,supportedwithonline
onapositivenotevaluescontinueto andinstoremarketing:a
risethankstoconsumerwillingnessto programmeaimedatmaximisingon
trade-up.Currently,thefastest Christmassalesopportunitieswhich
growingpricesegmentisabove isbeingechoedbymany
£500–clearlyshowingthatthis manufacturersintheDSLRmarketin
marketisnotaspriceelasticas particular.
some.Overallin2009we’llsee Aswithmosthigher-ticket
some512,000changeablelens purchases,themoreconfidenta
camerassoldintheUK–asmallrise consumeristhattheyknowandhave
of3%onthetotalfor2008.Sofrom chosentherightproductfortheir
starting2009withgrowthofover needs,themorelikelytheyareto
50%involumes,welooksettoend partwithhighersumsofmoney.
fromthe SomeonepurchasingaDSLR, theyearwithlowerChristmas Withconsumerswhoarenewto
Camera&Imaging however,islikelytobeamore volumes."GfKdatathroughtheyear DSLRinparticular,asthestatistics
ProductsAssociationintheUSA, enthusiasticphotographer.Aswellas hasensuredsuppliersandretailers clearlyshowthatthiskeyaudience
whorecentyrevealedthat8%ofthe thesestapleaccessories(possibly areabletoplanaccordingtothe are,adviceandguidanceontheir
camerasshippedinAugustwere includingmorememoryanddisplay, verylatesttrends,andwhatayearof purchasesisofparamount
DSLRs.Whilstthisseemslikea astheyusuallytakemorepictures),a changeit’sbeen! importance.Theymustfeelconfident
relativelysmallproportion,with DSLRuserwillexpandtheirkitwith JamesWells,HeadofImaging,at ineverypennytheyarespending!
DSLRsfrequentlyretailingfordouble lenses,tripods,bagsandothergear. Futuresource,explainshowreaching FromDecember,Canonwillbe
ormorethandoublethepriceofthe Theyalsotaketheirhobbymore anewareaofconsumerswill promotingDSLRSthroughthe"Take
averagecompact(andfarmorethan seriously,sothey’remorelikelyto accountfornewsalesopportunities. Stories"campaign,focussingonthe
thefastmoving,low-endcompacts) investinbetterquality,higherticket "TheUKDSLRmarketisexpectedto EOS500D,7Dand5DMarkII.This
thisaccountsforahugevalueinthe items. growin2009despitetherecession- campaignwillbedisplayedina
market. Marketexpertssupportthebeliefthat albeitslowerthanpreviousyears-at mixtureofoutdoor(on
Ofcourse,growtharoundDSLRis whilstthenumberofDSLRcameras 4%tonearly550,000units.The largescreens;ondigitalescalator
notlimitedtoDSLRitself.Whilstwe beingsoldisn'tconstantlyincreasing, marketisexpectedtocontinue panelsatkeyLondonUnderground
doseearangeofadd-onscircling thevalueofthesalesmadeis growingoverthenext2-3yearsas stationsandonroadsidedisplays),
aroundcompacts,allof increasingbothproportionatelyand just7%ofUKhouseholdscurrently onlineandspecialistphotographic
theseandmanymore overall. ownaDSLR.Thisisexpectedto press.Canonhasalsoreleasednew
"Followingseveralyearsof reach10%by2012,whereasfilm toolsaimedathelpingconsumersto
substantialgrowth,the SLRreached8%penetrationinthe choosethecorrectkitforthem.The
marketforchangeable late1980s.Thedigitaloptionis LensGuideandFindereducateson
moreappealingtoamuchwider howtorecommendtherightkit,
demographicwhencomparedwith basedonaconsumer'susagerather
film,whichwasprimarilythe thanconsumertype. Withcustomer
preserveofmiddle-agedmalephoto focuseddescriptions,thetrainingtool
enthusiasts.Femalesandyoung willbemadeavailableonlineto
familiesarebeingattractedtoDSLR retailerstoenablethemtosellDSLRs
byitseaseofuseandsmallerform andtheiraccessoriesandfully
factors(versusFilmSLR),technology benefitfromeveryopportunity.
012PIXEL
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