Table of Contents
Issues in the Market
-
- Main issues
- Definition
- Abbreviations
Insights and Opportunities
-
- Putting GPS firmly on the digital camera map
- The third eye
- Mini projectors to shake things up
Market in Brief
-
- Growth continues although market shows signs of a slowdown
- Consumers benefit from innovation and lower prices and trade up
- Tightly contested market
- Promotional efforts move towards more focused strategies
- Consumers represent a complex market
Fast Forward Trends
-
- FSTR and HYPR
- Return of Manly Men
Internal Market Environment
-
- Key points
- Digital cameras continue to prove popular although there is evidence that the market is becoming saturated
-
- Figure 1: Percentage of adults who own a digital camera, 2003-07
- Slowdown in male and youth market is of particular concern
-
- Figure 2: Digital camera owners, by gender, age and socio-economic group, 2003-07
- Impact of smartphones
- Camera phones and younger consumers
- Mobile phone photography continues to evolve
- Falling digital prices stimulate sales...
-
- Figure 3: Average prices (Compact and SLR), 2003-07
- ...although single-use cameras (SUCs) remain a cheap and cheerful rival
- Seasonality continues as a factor in the market
- SUCs lose out to ever cheaper digital devices
-
- Figure 4: Segmentation of the camera market, by value, 2003-07
-
- Figure 5: Segmentation of the camera market, by volume, 2003-07
Broader Market Environment
-
- Key points
- PDI growth is helpful although relationship may be weakening
-
- Figure 6: PDI, consumer expenditure and savings, 2003-13
- Middle-aged bulge should bring market opportunities
-
- Figure 7: Trends in the age structure of the UK population, by gender, 2003-13
- Increased penetration of PCs will help market
-
- Figure 8: Household ownership of PCs, 2002-07
- Growing penetration of broadband also presents opportunities
-
- Figure 9: Percentage of adults with access to broadband and dial-up Internet at home, 2003-07
- Growth in one-person households could stimulate sales
-
- Figure 10: UK household sizes, 2003-13
Competitive Context
-
- Key points
- Digital cameras – potential to complement from the wider increase in leisure expenditure
-
- Figure 11: Consumer expenditure on selected leisure goods and activities, 2002-07
- Spending priorities favour leisure
-
- Figure 12: Expenditure priorities, 2007 and 2008
- Competition from mobile is more of a threat
-
- Figure 13: Percentages of mobile phone owners that have, and use, their built-in camera function, 2005-07
-
- Figure 14: Types of cameras used, June 2007
- Single-use cameras remain a significant feature of the market
Strengths and Weaknesses in the Market
-
- Strengths
- Increasing adoption of digital technology
- Trading up by consumers within camera sector
- Innovation by manufacturers
- Demand for more advanced features
- Retailer efforts to stimulate sales
- Weaknesses
- Impact of falling prices
- Competition from both manufacturers and retailers
- Increasing saturation of camera market
- Competition from other portable devices
- Changes in consumer preferences
Who’s Innovating?
-
- Technical developments continue
Market Size and Forecast
-
- Key points
- Price erosion hits the digital market
-
- Figure 15: Forecast of UK retail sales of digital cameras, by value, at current and constant 2008 prices, 2003-13
- Average prices continue to fall
-
- Figure 16: Average price of digital cameras in the UK, 2003-07
Segment Performance
-
- Key points
- Megapixel mania moves market upward
-
- Figure 17: Volume sales of digital cameras, by image capability, 2003-07
- Compact digital units dominate although digital SLRs show the strongest advance
-
- Figure 18: Volume sales of digital cameras, by type, 2003-07
Market Share
-
- Key points
- Manufacturers fight for business…
-
- Figure 19: Estimated volume sales of digital cameras, by manufacturer, 2007
- ...with some choosing to exit
- Compact segment is the most contested...
- ...while digital SLR remains focused on optical specialists
- All change in the retail sector
-
- Figure 20: UK retail value sales of digital cameras, by outlet type, 2003-07
- Trade views
Brand Communication and Promotion
-
- Key points
- Fall in promotional expenditure hints at signs of market maturity
-
- Figure 21: Main monitored media advertising expenditure on digital cameras*, 2003-07
- Manufacturers dominate although degree of interest varies
-
- Figure 22: Main monitored media advertising expenditure on digital photographic equipment, by top ten advertisers, 2003-07
- Some manufacturers move towards promoting individual models
- Press advertising dominates while television is on the wane
-
- Figure 23: Main monitored media expenditure on digital photographic equipment, by media type, 2003-07
Companies and Brands
-
- Canon (UK) Ltd
- Fuji Photo UK Ltd
- Kodak Ltd
- Sony UK Ltd
- Nikon UK Ltd
- Panasonic
- Olympus Optical Co (UK) Ltd
- Casio Electronics Co. Ltd
Brand Elements
-
- Brand map
-
- Figure 24: Attitudes and usage of digital camera brands, April 2008
- Canon
- What the brand is trying to achieve
- What the consumer thinks
-
- Figure 25: Attitudes towards the Canon brand, April 2008
- Panasonic
- What the brand is trying to achieve
- What the consumer thinks
-
- Figure 26: Attitudes towards the Panasonic brand, April 2008
- Pentax
- What the brand is trying to achieve
- What the consumer thinks
-
- Figure 27: Attitudes towards the Pentax brand, April 2008
- Sony
- What the brand is trying to achieve
- What the consumer thinks
-
- Figure 28: Attitudes towards the Sony brand, April 2008
- Nikon
- What the brand is trying to achieve
- What the consumer thinks
-
- Figure 29: Attitudes towards the Nikon brand, April 2008
- Olympus
- What the brand is trying to achieve
- What the consumer thinks
-
- Figure 30: Attitudes towards the Olympus brand, April 2008
- Fuji
- What the brand is trying to achieve
- What the consumer thinks
-
- Figure 31: Attitudes towards the Fuji brand, April 2008
- Casio
- What the brand is trying to achieve
- What the consumer thinks
-
- Figure 32: Attitudes towards the Canon brand, April 2008
- Brand qualities of digital cameras
- A tie between Canon and Sony
-
- Figure 33: Personality of various digital camera brands, April 2008
- Experience of digital camera brands
- Sony just edges out in front, by a millimetre
-
- Figure 34: Consideration of various digital camera brands, April 2008
- Intentions of digital camera brands
- Sony just edges out in front, by a millimetre
-
- Figure 35: Consideration of various digital camera brands, April 2008
- Momentum of digital camera brands
- Sony gaining most ground, with Canon just behind
-
- Figure 36: Momentum of various digital camera brands, April 2008
- Brand satisfaction for digital camera brands
- Sony has the highest ‘excellent’ brand satisfaction
-
- Figure 37: Satisfaction of various digital camera brands, April 2008
- Brand commitment to digital camera brands
- Sony has the most committed and dedicated users
-
- Figure 38: Commitment to various digital camera brands, February 2007
- Round-up
Ownership of Digital Cameras
-
- Around of half of all adults now own a digital camera
-
- Figure 39: Digital camera ownership, 2006 and 2008
- Laggards holding onto film are typified by women and older adults
Digital Camera Usage
-
-
- Figure 40: Digital camera usage, February 2008
- Getting consumers snapping
- A nation of amateur photographers
- Occasional amateurs and professionals both retain preference for film
-
- Figure 41: Ownership versus skills in digital camera usage, February 2008
-
Attitudes Towards Digital Cameras
-
-
- Figure 42: Attitudes towards digital cameras, February 2008
- Attitudes towards digital cameras by lifestage
- How ownership affects attitudes
-
- Figure 43: Ownership of digital cameras, by attitudes towards them, February 2008
- You have to own it to believe in it
- Traditional camera owners want authenticity
- Cost and competition from mobile phones
- Usage of digital cameras by attitudes towards them
-
- Figure 44: Usage of digital cameras, by attitudes towards them, February 2008
- Occasional users remain major challenge for the market
- Regular amateurs want more
- Skilled users present opportunities
- Amateur professionals occupy niche market
-
Digital Camera Targeting Opportunities
-
-
- Figure 45: Digital camera targeting groups, February 2008
- Digitally Apathetic (33% or 16.47 million adults aged 16+)
- Camera Confident (20% or 9.98 million adults aged 16+)
- Novices (22% or 10.98 million adults aged 16+)
- Digital Accustomed (25% or 12.48 million adults aged 16+)
-
- Figure 46: Digital camera targeting clusters, by gender, age, socio-economic group, lifestage, household income, tenure, ACORN category, marital status, presence of children, Mintel’s Special Groups, working status, region, newspaper readership, media usage, supermarket usage, detailed lifestage groups and age/socio-economic group, February 2008
- Love or hate digital cameras?
-
- Figure 47: Number of positive/negative views held greater than the number of negative/postive views held, February 2008
- A fifth of youngsters hold more negative views towards digital cameras
-
- Figure 48: Positive and negative groups, by attitudes towards digital cameras, February 2008
- Figure 49: Positive and negative groups, by gender, age, socio-economic group, marital status, lifestage, commercial TV viewing, presence of children, Mintel’s Special Groups, working status, household income, tenure, region, ACORN category, media usage, supermarket usage detailed lifestage groups and age/socio-economic group, February 2008
-
Appendix – Digital Camera Ownership
-
-
- Figure 50: Digital camera ownership, by gender, age, socio-economic group, marital status, presence of children, working status, household income, tenure, region, ACORN category, media usage, supermarket usage, household size, car ownership, detailed lifestage groups and terminal education level, February 2008
-
Appendix – Who Uses Digital Cameras
-
-
- Figure 51: Digital cameras users, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, household income, tenure, region, ACORN category, media usage, supermarket usage, household size, car ownership, detailed lifestage groups, age/socio-economic group and terminal education level, February 2008
-
Appendix – Attitudes towards Digital Cameras
-
-
- Figure 52: Most popular attitudes towards digital cameras, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, household income, tenure, region, ACORN category, media usage, supermarket usage, household size, car ownership, detailed lifestage groups, age/socio-economic group and terminal education level, February 2008
- Figure 53: Next most popular attitudes towards digital cameras, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, household income, tenure, region, ACORN category, media usage, supermarket usage, household size, car ownership, detailed lifestage groups, age/socio-economic group and terminal education level, February 2008
-
Appendix – Digital Camera Targeting Opportunities
-
- Target groups by ownership
-
- Figure 54: Target groups, by digital camera ownership, February 2008
- Target groups by usage
-
- Figure 55: Target groups, by digital camera usage, February 2008
- Target groups by attitudes to digital cameras
-
- Figure 56: Target groups, by attitudes towards digital cameras, February 2008
Back to top