consumer electronics cameras & camcorders
down by 16.4%. Average price went down by 19.7% to £169, no doubt
influenced by the influx of cheaper pocket camcorders hitting the market. These products have seen major growth thanks to the influence of social networking sites like Facebook and video-sharing sites such as YouTube as more consumers want compact products that are easy to use. In
in association with GfK
Camcorders – volume, value and average price trends (%) in 2010
Total market HDD Flash DVD
Memory card DVD & MicroMV
Standard definition High definition
Full high definition
Pocket camcorder type Traditional camcorder type
Volume -11.4 -44.1 71.5 -88.9
65.0 -47.0 -26.8 108.2 95.8
81.4 -24.2
Value Price -10.5 -47.2 39.9 -87.2
35.9 -65.4 -38.6 69.4 17.6
72.3 -26.1
-19.7 -5.6
-18.5 15.3
-17.7 -34.7 -16.1 -18.6 -39.9
-5.0 -2.5
Source: GfK
contrast, the traditional camcorder market saw sales volume decreasing by 81.4% and sales value falling by 72.3%.
As HD TV is fast becoming standard, high-definition camcorders are quickly taking over as well. The Full HD camcorder market grew by 95.8% (volume) and 17.6% (value), while standard-definition products saw a substantial decrease of 26.8% (volume) and 38.6% (value).
The new generation of pocket camcorders rely on built-in Flash memory, with these products seeing a massive 71.5% increases in sales volume, while sales of HDD-equipped models have dropped sharply by 44.1%. Most camcorders also have the ability to top up the built-in storage capacity with a memory card. Products with this type of storage grew by 65% (volume) and 35.9% (value). Consumers are moving away from using DVD as a recording format, with DVD-based camcorders declining by a massive 88.9% in volume and 87.2% in value.
It seems that many consumers are after reasonably priced products that are portable, rather than being too concerned with quality and features. The market has seen a significant decline in products over the £200 mark, while sub-£150 models have performed well in sales terms. Products priced under £50 have grown by 102.6% in volume and 99.1% in value.
When it comes to on-board storage, the 8-16GB sector has the largest market share and grew by a huge 131.5% in volume and 61.6% in value, thanks to the popularity of pocket models. The 64-128GB range also performed particularly well with increases of 62.1% (volume) and 18.9% (value).
Several 3D models have been introduced in 2011, but only time will tell how popular these will prove to be. ■
IndependentElectricalRetailer 38 BusinessBook2011
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