in association with GfK
consumer electronics cameras & camcorders
large amounts of cash for high-end products. The top end of the price range (£250 and upwards) saw significant increases in sales, with the £400+ sector seeing particularly impressive rises of 29% in sales volume and 28% in value. This is down to the increasing popularity of reasonably affordable DSLR cameras, with some amateur enthusiasts now upgrading to their second model. In direct contrast, the sub-£50 category saw sales marked decreases in both sales value and volume. There’s been plenty of innovation in terms of product features over the last year, with some features, such as panoramic shooting, appearing on an increasing number of cameras. Panoramic shooting modes enable consumers to capture 360-degree photos. Cameras with panoramic modes have seen substantial growth of 113.2% (volume) and 192.5% (value), albeit from a low base, with average price increasing by 37.2% to £184. Also big news this year is 3D. Several products have been introduced that offer 3D still picture capability, although these kind of products are still at the early adoptor phase. As these products are new to the market this year, there is not yet any quantifiable sales data, so we’ll have to wait until next year to see whether consumers are taking the step into the third dimension.
The last year has also seen a marked increase in the number of cameras with full HD recording capability, with sales volume up by 311.6% and value up by 192.5%.
Camcorders
The overall camcorder market has seen mixed fortunes over the last year, with sales value down by 10.5% when compared to the previous year. However, sales volume has seen an encouraging growth of 11.4% in direct contrast to the previous period, when it went
Digital cameras – volume, value and average price trends (%) in 2010
Total market Compacts D-SLRs
Price
£200-225 £225-250 £250-300 £300-350 £350-400 £400+
-6.3
-13.6 15.5 11.5 26.3 29.0
Full high definition* *With video capability
BusinessBook2011 37
-32.2 173.7 311.6
-5.9
-13.7 16.5 10.4 26.4 28.0
Total* -2.1 16.4 Standard definition* High definition*
-40.0 112.7 182.1
0.4
-0.1 0.9
-0.9 0.1
-0.7 18.9 -11.5 -22.3 -31.5
Source: GfK IndependentElectricalRetailer
Volume -3.3
-4.5 11.3
Value 5.4
-0.7 20.0
Price 8.9
4.0 7.8
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