consumer electronics cameras & camcorders
Focus switches to 3D
Sales of cameras and camcorders continue to benefit from the increasing popularity of social networking sites as well as advances in both high- definition and 3D technology.
The imaging sector has been one of the biggest success stories of the digital age with memory cards replacing tape-based formats and 35mm film. Analogue photography still exists thanks to cult brands such as Lomography, but the major consumer electronics companies are now almost exclusively digital. The sector has also benefited from the rise in social networking sites such, as Facebook and Twitter, and photo- and video-sharing sites, like Flickr and YouTube. What’s more, the growth in high-definition products and the advent of 3D imaging are also set to keep new product innovations going, leading to some healthy profit potential.
Cameras
GfK data shows that the market for digital still cameras has seen a slight drop of 3.3% in sales volume year-on-year for the period January-December 2010 compared to the same period the previous year. However, sales value was up by 5.4%, with average price growing by 8.9% to £152. Compact (fixed lens) cameras continue to dramatically dominate market share of the imaging sector, although both sales value and volume were down by 4.5% and 0.7% respectively. In contrast, the Digital SLR sector (which includes changeable lens ‘bridge’ cameras, such as Panasonic’s and Olympus’s Micro Four Thirds models) saw a steady 11.3% rise in sales volume and an impressive 20% increase in sales value. Hyrbrid or bridge models, as they are sometimes known continue to prove increasingly popular thanks to the high picture quality, flexible shooting options and portability that they offer. It seems that consumers are willing to pay relatively
£ Market trends
✔ The overall camera market saw sales fall by 3.3% in sales volume during 2010. However, sales value went up by 5.4%.
✔ Compact cameras still have the lion’s share of the market, even though sales volume and value were both down (by 4.5% and 0.7% respectively). DSLR sales have increased by 11.3% in sales volume and 20% in value.
✔ The camcorder market saw sales value fall by 10.5%, although sales volume was up by 11.4% compared to the previous year.
✔ Sales of traditional camcorders have fallen dramatically (by 24.2% in volume and 26.1% in value), while pocket camcorders have seen huge growth (81.4% in volume and 72.3% in value).
✔ Several 3D cameras and camcorders have made their debut.
✔ Social networking and video- and photo- sharing sites continue to boost sales.
IndependentElectricalRetailer 34 BusinessBook2011
in association with GfK
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