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Digital Cameras and Camcorders - UK - March 2009

There are now more ways than ever to take pictures and record video, from standard digital cameras and camcorders, to compact cameras and pocket-sized video recorders such as the ‘Flip’. At the same time, camera functionality is now a norm with mobile phones, and is rapidly improving in quality.

As the market for digital devices proliferates, the report will assess how consumers evaluate new technology for taking video and pictures, what they look for in a new device and opportunities to fight back at the threat from converged devices like the mobile handset.

In particular the report will look at:

  • how manufacturers can add value in a market struggling to boost profit margins as a result of rapid price deflation

  • key issues encouraging those that already own a digital camera or camcorder to upgrade to a newer, more expensive model – especially in light of the credit crunch

  • how to overcome challenges facing dedicated devices like cameras from the likes of ‘all in one’ gadgets like mobile phones

  • niche opportunities in the camcorder and digital camera market, and how best to take advantage of them

  • whether the industry is currently catering for consumers’ storage and printing needs as usage of digital devices gains momentum.

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Table of contents

  1. Issues in the Market

      • Definition
        • Abbreviations
        • Future Opportunities

          • Specifics
            • Adding a better brand experience
            • Market in Brief

              • The recession’s affect on trading results
                • Volumes are flat and value sales are down – with considerable variation
                  • Value led retail proposition
                    • Mobile phones ramp up to 8MP and threaten the lower end of the DSC market
                    • Internal Market Environment

                      • Key points
                        • Digital cameras owned by over half the population
                          • Figure 1: Percentage of adults who own a digital camera or camcorder, 2003-08
                        • Two in ten regularly take photos
                          • Figure 2: Digital camera usage, February 2008
                        • Online collaboration driving demand for digital photography
                          • Figure 3: Reasons for using a social network, December 2008
                      • Broader Market Environment

                        • Key points
                          • Broadband Britain
                            • Figure 4: UK broadband penetration, 2004-08
                          • Rise of smaller households
                            • Figure 5: UK household sizes, 2003-13
                          • An ageing population
                            • Figure 6: Trends in the age structure of the UK population, by gender, 2003-13
                        • Competitive Context

                          • Key points
                            • The downturn threatens picture and video occasions
                              • Figure 7: Reasons or occasions for internet respondents to take a digital photo or record video, December 2008
                            • Going out less in the downturn
                              • Figure 8: Attitudes towards technology in the downturn, March 2009
                            • Threat from mobile handsets
                              • Figure 9: Penetration of smartphones in relation to standard mobile handsets, January 2009
                          • Strengths and Weaknesses

                            • Strengths
                              • Weaknesses
                              • Who’s Innovating?

                                  • Samsung 12-MP cameras and NX technology
                                    • 3D Fujifilm – FinePix Real 3D System
                                      • HD developments
                                      • Market Size and Forecast

                                        • Key points
                                          • Heavy price discounting
                                            • Figure 10: Forecast of UK retail sales of digital cameras, by value, at current and constant 2008 prices, 2003-13
                                            • Figure 11: UK retail sales of video cameras, by volume and value at current prices, 2003-09
                                          • DSLR sales buck market trend
                                            • Figure 12: Digital camera and camcorder sales, by units and value, 2007-09
                                          • Camcorder market is set for excellent growth in units and sales value
                                          • Segment Performance

                                            • Key points
                                              • DSC sales suffering in recessionary conditions
                                                • Figure 13: Volume sales of digital cameras, by type, 2008 and 2009
                                              • The DSLR ‘demand’ blip
                                                • Strong video camera performance set to be boosted in market shake-up
                                                • Market Share

                                                  • Key points
                                                    • Camcorder market share by manufacturer – set for a shake-up
                                                      • Figure 14: Manufacturer shares of the camcorder sector, by volume, 2008
                                                    • Camera manufacturers’ market shares remain stable
                                                      • Figure 15: Estimated market share of digital cameras, by manufacturer, 2007 and 2008
                                                  • Distribution

                                                    • Key points
                                                        • Figure 16: UK value retail sales of digital cameras, by outlet type, 2008-09
                                                        • Figure 17: UK retail sales by value of video cameras, by outlet type, 2008 and 2009
                                                      • Diverse consumer needs dictate diverse routes to market
                                                        • Specialists are getting squeezed but developing market share
                                                        • Brand Communication and Promotion

                                                          • Key points
                                                            • Digital camera and video advertising bucks the global trend
                                                              • Figure 18: Advertisers’ share of advertising spend in the camcorder and digital camera market, 2006-08
                                                            • Increasing focus on digital
                                                              • Press and TV still dominate spend
                                                                • Figure 19: Advertising spend in the camcorder and digital camera market, by media share, 2006-08
                                                              • Is such a focus on press advertising warranted?
                                                                • Figure 20: How consumers find out about new technology, June 2008
                                                            • What do Consumers Use To Take Photos and Video?

                                                              • Key points
                                                                • Digital cameras still ahead, for now
                                                                  • Figure 21: Devices that internet respondents use regularly to take digital photos or video recordings, December 2008
                                                                • How do respondents differ by gender?
                                                                  • Figure 22: Devices that internet respondents use regularly to take digital photos or video recordings, by gender, December 2008
                                                                • Pocket camcorder market struggles
                                                                  • Older users less savvy to mobile pictures
                                                                    • Figure 23: Top five devices that internet respondents use regularly to take digital photos or video recordings, by age, December 2008
                                                                  • Wealthier prefer dedicated devices over mobiles
                                                                    • The influence of the web on taking snaps
                                                                      • Shared households drive usage
                                                                        • Figure 24: Devices that internet respondents use regularly to take digital photos or video recordings, by presence of children in the household, December 2008
                                                                    • What Do Consumers Do With Photos Once Taken?

                                                                      • Key points
                                                                        • Saving to a PC popular across the board
                                                                          • Figure 25: What internet respondents do with their digital photos after taking them, December 2008
                                                                        • Not as much sharing as you’d think
                                                                          • Older users burn discs
                                                                          • What Do Consumers Do With Video Once Taken?

                                                                            • Key points
                                                                              • Video lags behind digital photography
                                                                                • Figure 26: What internet respondents do with their video recordings after they’ve taken them, December 2008
                                                                              • Uploading video to the web low
                                                                                • The richer you are, the more video-active you will be
                                                                                • Consumer Attitudes Towards Managing Photos and Video

                                                                                  • Key points
                                                                                    • Users do little to safeguard their data
                                                                                      • Figure 27: Attitudes towards managing digital photos and video (after they have been taken/recorded), December 2008
                                                                                    • Youth more likely to struggle to manage
                                                                                      • Low levels of trust when it comes to saving online
                                                                                        • Few claim to take photos and video just for fun
                                                                                        • Attitudes Towards the Quality of Pictures and Video

                                                                                          • Key points
                                                                                            • Quality can be added later
                                                                                              • Figure 28: Attitudes towards the quality of video recordings or digital pictures, December 2008
                                                                                            • As simple as ‘point and click’
                                                                                            • Attitudes Towards Technology That Takes Pictures and Video

                                                                                              • Key points
                                                                                                • Mobile handsets vs. standalone devices
                                                                                                  • Figure 29: Attitudes towards the technology that can take digital pictures or record video, December 2008
                                                                                                • Is connectivity and issue?
                                                                                                • Digital Camera Targeting Opportunities

                                                                                                  • Key points
                                                                                                    • Target groups
                                                                                                      • Figure 30: Penetration of different target groups within the sample, December 2008
                                                                                                    • Group 1: Back ups
                                                                                                      • Group 2: Lose track
                                                                                                        • Group 3: Apathetic
                                                                                                          • Group 4: Disorganised
                                                                                                            • Target groups by ownership
                                                                                                              • Figure 31: Target groups, by camera ownership, February 2008
                                                                                                            • Target groups by usage
                                                                                                              • Figure 32: Target groups, by digital camera usage, February 2008
                                                                                                            • Amateurs are still Camera Confident
                                                                                                              • How to get the Digitally Apathetic more involved
                                                                                                                • Target groups by attitudes towards digital cameras
                                                                                                                  • Figure 33: Target groups, by attitudes towards digital cameras, February 2008
                                                                                                                • Picture quality
                                                                                                                  • Price is not a factor
                                                                                                                  • Appendix – What Do Consumers Use to Take Photos and Video?

                                                                                                                      • Figure 34: Devices that internet respondents use regularly to take digital photos or video recordings, by detailed demographics, December 2008
                                                                                                                      • Figure 35: Devices that internet respondents use regularly to take digital photos or video recordings, by detailed demographics, December 2008
                                                                                                                  • Appendix – What Do Consumers Do With Photos Once Taken?

                                                                                                                      • Figure 36: What internet respondents do with their digital photos after taking them, by detailed demographics, December 2008
                                                                                                                      • Figure 37: What internet respondents do with their digital photos after taking them, by detailed demographics, December 2008
                                                                                                                  • Appendix – What Do Consumers Do With Video Once Taken?

                                                                                                                      • Figure 38: What internet respondents do with their video recordings after they’ve taken them, by detailed demographics, December 2008
                                                                                                                  • Appendix – Consumer Attitudes Towards Managing Photos And Video

                                                                                                                      • Figure 39: Attitudes towards managing digital photos and video (after they have been taken/recorded), by detailed demographics, December 2008
                                                                                                                      • Figure 40: Attitudes towards managing digital photos and video (after they have been taken/recorded), by detailed demographics, December 2008
                                                                                                                      • Figure 41: Attitudes towards managing digital photos and video (after they have been taken/recorded), by detailed demographics, December 2008
                                                                                                                  • Appendix – Consumer Motivations For Taking Photo And Video

                                                                                                                      • Figure 42: Reasons or occasions for internet respondents to take a digital photo, by detailed demographics, December 2008
                                                                                                                      • Figure 43: Reasons or occasions for internet respondents to take a digital photo, by detailed demographics, December 2008
                                                                                                                      • Figure 44: Reasons or occasions for internet respondents to record video, by detailed demographics, December 2008
                                                                                                                      • Figure 45: Reasons or occasions for internet respondents to record video, by detailed demographics, December 2008
                                                                                                                  • Appendix – Attitudes Towards The Quality of Pictures And Video

                                                                                                                      • Figure 46: Attitudes towards the quality of video recordings or digital pictures, by detailed demographics, December 2008
                                                                                                                      • Figure 47: Attitudes towards the quality of video recordings or digital pictures, by detailed demographics, December 2008
                                                                                                                  • Appendix – Attitudes Towards Technology That Takes Pictures And Video

                                                                                                                      • Figure 48: Attitudes towards the technology that can take digital pictures or record video, by detailed demographics, December 2008
                                                                                                                      • Figure 49: Attitudes towards the technology that can take digital pictures or record video, by detailed demographics, December 2008
                                                                                                                      • Figure 50: Attitudes towards the technology that can take digital pictures or record video, by detailed demographics, December 2008
                                                                                                                  • Appendix – Digital Camera Targeting Opportunities

                                                                                                                      • Figure 51: Target groups by detailed demographics, December 2008

                                                                                                                  Companies Covered

                                                                                                                  • Aldi Stores Ltd (UK & Ireland)
                                                                                                                  • Argos
                                                                                                                  • Asda Group Ltd
                                                                                                                  • BT Group plc
                                                                                                                  • Canon Inc.
                                                                                                                  • Co-operative Group
                                                                                                                  • Currys
                                                                                                                  • Facebook, Inc.
                                                                                                                  • Fuji Photo Film Co., Ltd
                                                                                                                  • Gfk NOP
                                                                                                                  • Government Actuary's Department (GAD)
                                                                                                                  • HomeChoice
                                                                                                                  • J. Sainsbury
                                                                                                                  • John Lewis Partnership
                                                                                                                  • Kodak UK
                                                                                                                  • Lidl (UK)
                                                                                                                  • Marks & Spencer
                                                                                                                  • Microsoft Ltd (UK)
                                                                                                                  • MySpace.com
                                                                                                                  • Nikon UK Ltd
                                                                                                                  • Nokia Corporation (UK)
                                                                                                                  • Office for National Statistics
                                                                                                                  • Olympus UK Ltd
                                                                                                                  • Panasonic
                                                                                                                  • Pentax UK
                                                                                                                  • Sony (UK) Ltd
                                                                                                                  • T-Mobile (UK) Ltd
                                                                                                                  • Tesco Plc
                                                                                                                  • The Jessops Group Ltd
                                                                                                                  • Virgin Media Ltd
                                                                                                                  • Virgin Mobile
                                                                                                                  • Vodafone Group Plc (UK)
                                                                                                                  • Waitrose
                                                                                                                  • Wm Morrison Supermarkets
                                                                                                                  • Yahoo! UK & Ireland
                                                                                                                  • YouTube, Inc.

                                                                                                                  Digital Cameras and Camcorders - UK - March 2009

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