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Digital Cameras - UK - April 2013

“Consumers are likely drawn to the sale of mirrorless devices as they represent a midpoint between functionally defunct compact cameras and what they see as too expensive or unnecessarily advanced DSLR cameras. However, although global mirrorless sales are increasing – with UK sales following the same trend according to trade sources – a potential difficulty over the coming years may be in convincing mirrorless owners to continue contributing spend to the industry by purchasing expensive new lenses for their cameras.”

– Samuel Gee, Technology Analyst

Some questions answered in this report include:

  • Will growing DSLR sales manage to support the UK market?
  • How successful will social cameras be?
  • Are mirrorless sales an industry revitaliser?
  • Are smartphones a threat simply because of their convenience?

 

The market for digital cameras in the UK has continued to evolve over 2012. The explosive growth in smartphone sales seen between 2009 and 2011 slowed to a crawl as ownership peaked amongst primary demographics, but despite this the proportion of consumers relying on smartphones rather than digital cameras continued to increase. In the UK, as in the rest of the developed world, manufacturers are slowly shifting focus to DSLR and mirrorless cameras as a primary vehicle for driving revenue. Important questions remain, however, as to whether this switch will ultimately be fast enough to support an industry that has been falling in value for some time. This report will investigate what cameras consumers own and which they tend to favour for their use, when their cameras were purchased, what cameras they plan to purchase next, the activities that consumers want to carry out on digital cameras and consumer attitudes towards digital disposable cameras.

In the context of this report, ‘digital cameras’ refers to consumer electronics built with the explicit aim of capturing picture and video (‘dedicated devices’).

The analysis of digital cameras/dedicated devices in this report does not cover any device which does not have video or image capture as its main functionality. These exclusions include smartphones, feature phones or other camera phones.

Analysis of digital cameras or dedicated devices also does not include devices designed to capture picture or video but dependent on further technology to run, such as webcams.

Although smartphones and camera phones are not discussed in the context of the digital camera market, they are frequently referred to throughout the report as competitors to dedicated devices.

 

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Table of contents

  1. Introduction

      • Definitions
        • Figure 1: Camera definitions
      • Abbreviations
      • Executive Summary

          • The market
            • Figure 2: Forecast value of digital camera sales, 2007-17
            • Figure 3: Forecast volume of digital camera sales, 2007-17
          • Market factors
            • Ownership of cameras continues to decline
              • Mirrorless cameras proving enduringly popular
                • Nikon and Microsoft sign patent deal for Android cameras
                  • Companies, brands and innovation
                    • Figure 4: Digital camera market share, 2012
                  • The consumer
                    • Camera ownership and use
                      • Figure 5: Camera ownership and use, November 2012
                    • When consumer cameras were purchased
                      • Figure 6: When consumers purchased their cameras, November 2012
                    • What camera consumers plan to purchase next
                      • Figure 7: Next camera type consumers are most likely to buy, November 2012
                    • Activities consumers want to carry out with their digital cameras
                      • Figure 8: Activities from digital cameras, November 2012
                    • Attitudes towards digital disposable cameras
                      • Figure 9: Attitudes towards digital disposable cameras, November 2012
                    • What we think
                    • Issues in the Market

                        • Will growing DSLR sales manage to support the UK market?
                          • How successful will social cameras be?
                            • Are mirrorless sales an industry revitaliser?
                              • Are smartphones a threat simply because of their convenience?
                              • Trend Application

                                  • Trend: Why Buy
                                    • Trend: Return to the Experts
                                      • 2015: East Meets West
                                      • Market Drivers

                                        • Key points
                                          • Camera purchases continue to decline
                                            • Figure 10: Proportion of consumers who have purchased a digital camera, 2009-12
                                          • Jessops collapses into administration
                                            • Operator profits supported by more expensive device sales
                                              • Figure 11: Nikon global DSLR sales for Q1-Q3 fiscal year ending 31 March 2013
                                            • Mirrorless cameras increase in popularity
                                                • Figure 12: Total worldwide compact camera shipments, January 2007-13
                                              • Smartphone camera quality continues to improve
                                                • Figure 13: Megapixel count for the primary camera in phones released under the Apple iPhone and Samsung Galaxy S brands, 2010-13
                                              • Digital zoom seemingly unimportant
                                                • Figure 14: Features available on cameras that people own, 2009-12
                                              • Polaroid launches real world ‘online’ camera
                                                • Nikon and Microsoft sign Android patent agreement
                                                • Who’s Innovating?

                                                  • Key points
                                                    • Nokia allow smartphones to beam pictures to other devices
                                                      • Sigma let DSLR owners electronically calibrate lens
                                                        • HTC invents ‘Ultrapixels’ to boost image quality in low light
                                                          • Mirrorless cameras as accessible as smartphones
                                                          • Market Size and Forecast

                                                            • Key points
                                                              • Volume decline mitigated by increasing high value sales
                                                                • Figure 15: Forecast value of digital camera sales, 2007-17
                                                                • Figure 16: Forecast volume of digital camera sales, 2007-17
                                                              • Forecasts
                                                                  • Figure 17: Forecast value of digital camera sales, 2007-17
                                                                  • Figure 18: Forecast volume of digital camera sales, 2007-17
                                                              • Market Segmentation and Share

                                                                • Key points
                                                                  • Small movement towards more complex device types
                                                                    • Figure 19: Types of digital camera owned*, 2011 and 2012
                                                                  • Panasonic’s strong showing places it third in the UK
                                                                    • Figure 20: Digital camera market share, 2008-12
                                                                  • UK standing alone as global sales favour compacts
                                                                    • Figure 21: Global sales of interchangeable lens and compact cameras by Nikon, 2010-13
                                                                • Companies and Products

                                                                    • Nikon Corporation
                                                                        • Figure 22: Nikon UK financial and sales information, 2011 and 2012
                                                                      • Panasonic Corporation
                                                                          • Figure 23: Panasonic UK financial information, 2011 and 2012
                                                                        • Canon Inc.
                                                                            • Figure 24: Canon Inc. UK financial and sales information, 2010 and 2011
                                                                          • Sony Corporation
                                                                              • Figure 25: Sony Europe financial sales and information, 2011 and 2012
                                                                            • Fujifilm Corporation
                                                                                • Figure 26: Fujifilm UK financial information, 2011 and 2012
                                                                            • Channels to Market

                                                                              • Key points
                                                                                • Increasing purchases from specialist high street stores
                                                                                  • Figure 27: Locations in which consumers purchased their most recently acquired digital camera, 2011 and 2012
                                                                                • More purchases made directly by consumers
                                                                                  • Figure 28: Person who chose to buy the camera most recently acquired, 2011 and 2012
                                                                              • Brand Communication and Promotion

                                                                                • Key points
                                                                                  • Mirrorless cameras show dramatic increase
                                                                                    • Figure 29: Advertising expenditure on digital cameras, 2009-12
                                                                                  • Samsung’s spend increases dramatically
                                                                                    • Figure 30: Top six advertisers of digital cameras, by total advertising expenditure, 2009-12
                                                                                  • Consistent adspend on mirrorless cameras
                                                                                    • Figure 31: Top ten digital camera models, by advertising expenditure, 2008-12
                                                                                • Camera Ownership and Use

                                                                                  • Key points
                                                                                    • Compact main device for half of consumers
                                                                                      • Figure 32: Camera ownership and use, November 2012
                                                                                    • Maintain use of cameras to keep ownership high
                                                                                      • Consumers not recognising smartphones as cameras
                                                                                        • Mirrorless ownership and use most closely match
                                                                                          • Figure 33: Ownership of a compact camera and use of a compact camera as the main device to take photos, by age, November 2012
                                                                                          • Figure 34: Ownership of a DSLR camera and use of a DSLR camera as the main device to take photos, by age, November 2012
                                                                                          • Figure 35: Ownership of a mirrorless camera and use of a mirrorless camera as the main device to take photos, by age, November 2012
                                                                                        • Mirrorless owners most likely to also have DSLR
                                                                                          • Figure 36: Ownership of a DSLR camera, by ownership of other camera types, November 2012
                                                                                      • When Cameras Were Purchased

                                                                                        • Key points
                                                                                          • Lowest compact purchases correlate with highest smartphone purchases
                                                                                            • Figure 37: When consumers purchased their cameras, November 2012
                                                                                          • Recent compact buyers more likely to own DSLR cameras
                                                                                            • Figure 38: Ownership of DSLR cameras, by length of time since consumers purchased a compact camera, November 2012
                                                                                        • What Camera Consumers Plan to Purchase Next

                                                                                          • Key points
                                                                                            • Third of camera owners plan to purchase a compact
                                                                                              • Figure 39: Next camera type consumers are most likely to buy, November 2012
                                                                                            • Alternative devices driven by the young
                                                                                              • Children provide a purchasing focus
                                                                                                • Some DSLR owners may want to downgrade
                                                                                                  • Figure 40: Proportion of consumers who will buy a compact as their next device, by time since they last purchased a DSLR camera, November 2012
                                                                                              • Activities Consumers Want To Carry Out With Digital Cameras

                                                                                                • Key points
                                                                                                  • Sharing the primary concern for consumers
                                                                                                    • Figure 41: Activities camera owners would like to perform with their devices, November 2012
                                                                                                  • Upload to sharing services more important than upload to storage
                                                                                                    • Modern phone features may be influencing consumer desires
                                                                                                        • Figure 42: Consumers who want to email photos directly from their camera, by time since they purchased their last compact camera, November 2012
                                                                                                      • Compact purchasers have a more limited interest in camera capabilities
                                                                                                          • Figure 43: Proportion of consumers interested in sharing photos or videos or uploading to social networks from their cameras, by next camera consumers intend to purchase, November 2012
                                                                                                          • Figure 44: Proportion of consumers who want to apply filters to photos and videos or edit photo or video content directly from the camera, by next camera consumers intend to purchase, November 2012
                                                                                                      • Attitudes Towards Digital Disposable Cameras

                                                                                                        • Key points
                                                                                                          • A third demand environmental friendliness
                                                                                                            • Figure 45: Attitudes towards digital disposable cameras, November 2012
                                                                                                          • Just under a fifth looking for resilient disposable
                                                                                                            • Parents less likely to agree that their smartphones can be taken everywhere
                                                                                                              • Figure 46: People who would be unlikely to buy a disposable digital camera as there is nowhere that they cannot take their regular camera or smartphone, by presence of children in the household, November 2012
                                                                                                            • Older consumers likely to be more amenable to digital disposable cameras
                                                                                                              • Offering modular cameras may force consumers to accept featureless base models
                                                                                                              • Appendix – Broadband

                                                                                                                  • Figure 47: Broadband penetration by demographics, 2004-12
                                                                                                              • Appendix – Camera Ownership and Use

                                                                                                                  • Figure 48: Camera ownership and use, November 2012
                                                                                                                  • Figure 49: Camera ownership, by ownership of the most commonly owned cameras, November 2012
                                                                                                                  • Figure 50: Camera ownership, by ownership of the next most commonly owned cameras, November 2012
                                                                                                                  • Figure 51: Camera ownership, by number of cameras owned, November 2012
                                                                                                                  • Figure 52: Most popular cameras ownership, by demographics, November 2012
                                                                                                                  • Figure 53: Next most popular camera ownership, by demographics, November 2012
                                                                                                                  • Figure 54: Used as main camera, by demographics, November 2012
                                                                                                                  • Figure 55: Number of cameras owned, by demographics, November 2012
                                                                                                              • Appendix – When Cameras Were Purchased

                                                                                                                  • Figure 56: When consumers purchased their cameras, November 2012
                                                                                                                  • Figure 57: Camera ownership, by when consumers purchased their compact camera (also called a point-and-click camera), November 2012
                                                                                                                  • Figure 58: Camera used as main camera, by when consumers purchased their compact camera, November 2012
                                                                                                                  • Figure 59: Camera used as main camera, by when consumers purchased their bridge camera and digital single lens reflex (DSLR) camera, November 2012
                                                                                                                  • Figure 60: When consumers purchased their cameras, by when consumers purchased their compact camera, November 2012
                                                                                                                  • Figure 61: When consumers purchased their cameras, by when consumers purchased their bridge camera and digital single lens reflex (DSLR) camera, November 2012
                                                                                                                  • Figure 62: When consumers purchased their compact camera, by demographics, November 2012
                                                                                                                  • Figure 63: When consumers purchased their DSLR camera, by demographics, November 2012
                                                                                                                  • Figure 64: When consumers purchased their smartphone cameras, by demographics, November 2012
                                                                                                              • Appendix – What Camera Consumers Plan to Purchase Next

                                                                                                                  • Figure 65: Next camera type consumers are most likely to buy, November 2012
                                                                                                                  • Figure 66: Next camera type consumers are most likely to buy, by when consumers purchased their compact camera, November 2012
                                                                                                                  • Figure 67: Next camera type consumers are most likely to buy, by when consumers purchased their bridge camera and digital single lens reflex (DSLR) camera, November 2012
                                                                                                                  • Figure 68: Next camera type consumers are most likely to buy, by when consumers purchased their smartphone camera and other non-digital camera, November 2012
                                                                                                                  • Figure 69: When consumers purchased their cameras, by next camera type consumers are most likely to buy, November 2012
                                                                                                                  • Figure 70: Next camera type consumers are most likely to buy, by demographics, November 2012
                                                                                                              • Appendix – Activities Consumers Would Like To Carry Out With Digital Cameras

                                                                                                                  • Figure 71: Activities camera owners would like to perform with their devices, November 2012
                                                                                                                  • Figure 72: Activities camera owners would like to perform with their devices, by when consumers purchased their compact camera, November 2012
                                                                                                                  • Figure 73: Activities camera owners would like to perform with their devices, by when consumers purchased their bridge camera and digital single lens reflex (DSLR) camera, November 2012
                                                                                                                  • Figure 74: Activities camera owners would like to perform with their devices, by when consumers purchased their smartphone camera and other non-digital camera, November 2012
                                                                                                                  • Figure 75: Activities camera owners would like to perform with their devices, by camera type consumers are most likely to buy, November 2012
                                                                                                                  • Figure 76: When consumers purchased their cameras, by most popular activities camera owners would like to perform with their devices, November 2012
                                                                                                                  • Figure 77: When consumers purchased their cameras, by next most popular activities camera owners would like to perform with their devices, November 2012
                                                                                                                  • Figure 78: Next camera type consumers are most likely to buy, by most popular activities camera owners would like to perform with their devices, November 2012
                                                                                                                  • Figure 79: Next camera type consumers are most likely to buy, by next most popular act activities camera owners would like to perform with their devices, November 2012
                                                                                                                  • Figure 80: Most popular activities camera owners would like to perform with their devices, by demographics, November 2012
                                                                                                                  • Figure 81: Next most popular activities camera owners would like to perform with their devices, by demographics, November 2012
                                                                                                              • Appendix – Attitudes Towards Disposable Cameras

                                                                                                                  • Figure 82: Attitudes towards digital disposable cameras, November 2012
                                                                                                                  • Figure 83: Attitudes towards digital disposable cameras, by most popular attitudes towards digital disposable cameras, November 2012
                                                                                                                  • Figure 84: Attitudes towards digital disposable cameras, by next most popular attitudes towards digital disposable cameras, November 2012
                                                                                                                  • Figure 85: Attitudes towards digital disposable cameras, by most popular camera ownership, November 2012
                                                                                                                  • Figure 86: Attitudes towards digital disposable cameras, by next most popular camera ownership, November 2012
                                                                                                                  • Figure 87: Attitudes towards digital disposable cameras, by which camera consumers use as main camera, November 2012
                                                                                                                  • Figure 88: Attitudes towards digital disposable cameras, by when consumers purchased their compact camera, November 2012
                                                                                                                  • Figure 89: Attitudes towards digital disposable cameras, by when consumers purchased their bridge camera and digital single lens reflex (DSLR) camera, November 2012
                                                                                                                  • Figure 90: Attitudes towards digital disposable cameras, by when consumers purchased their smartphone camera and other non-digital camera, November 2012
                                                                                                                  • Figure 91: Most popular attitudes towards digital disposable cameras, by demographics, November 2012
                                                                                                                  • Figure 92: Next most popular attitudes towards digital disposable cameras, by demographics, November 2012

                                                                                                              Companies Covered

                                                                                                              • Canon Inc.
                                                                                                              • Carl Zeiss Ltd.
                                                                                                              • Facebook, Inc.
                                                                                                              • Fuji Photo Film Co., Ltd
                                                                                                              • Nikon UK Ltd
                                                                                                              • Panasonic
                                                                                                              • Sony (UK) Ltd
                                                                                                              • YouTube, Inc.

                                                                                                              Digital Cameras - UK - April 2013

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