HD Video Helps Spur Imaging Sales in an Overall Flat Consumer Technology Market, According to The NPD Group

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The U.S. imaging market is growing despite the overall consumer technology market showing flat revenue, according to leading market research company The NPD Group’s Retail Tracking Service, as high-definition video is quickly becoming an integral part of camera functionality.

The U.S. imaging market is growing despite the overall consumer technology* market showing flat revenue, according to leading market research company The NPD Group’s Retail Tracking Service , as high-definition video is quickly becoming an integral part of camera functionality.

In August 2010, 43 percent of all point-and-shoot camera units sold and 65 percent of all detachable lens units sold had HD video capabilities. Among recent digital camera buyers surveyed for NPD’s annual Recent Digital Camera Buyer Behavior Study, 35 percent reported that their digital camera had become their sole video capture device.

“As HD Video has become more commonplace on detachable lens cameras, we’re seeing a shift in the DSLR buyer makeup, from the older male without children at home towards the dad of the household,” said Liz Cutting, executive director and senior imaging analyst at NPD. “Buyer profiles of detachable lens cameras today more closely match those of the higher-end camcorder. The challenge is on for each type of capture device to find its niche within distinct members of the household to ensure longevity.”

Detachable lens cameras and camera lenses were key imaging revenue drivers, up 26 and 48 percent, respectively, for the first eight months of 2010 (January – August) compared to the same time period in 2009. Not only were they among the top five growth segments in technology, but they also exhibited some of the highest average sales prices (ASP); prices that have continued to grow over the past year. Detachable lens camera ASPs rose 5 percent to $884, and lenses were up 6 percent to $446 compared to last year. While point-and-shoot digital cameras were flat in average price, those priced at $200 and above were up by 2 percent in units this year through August, while the overall point-and-shoot market was down 5 percent. Total camera accessory sales were up 34 percent.

*Consumer Technology sales include IT, imaging, audio, video, and consumables. It excludes video game products and mobile phones.

About The NPD Group, Inc.
The NPD Group is the leading provider of reliable and comprehensive consumer and retail information for a wide range of industries. Today, more than 1,800 manufacturers, retailers, and service companies rely on NPD to help them drive critical business decisions at the global, national, and local market levels. NPD helps our clients to identify new business opportunities and guide product development, marketing, sales, merchandising, and other functions. Information is available for the following industry sectors: automotive, beauty, commercial technology, consumer technology, entertainment, fashion, food and beverage, foodservice, home, office supplies, software, sports, toys, and wireless. For more information, contact us or visit http://www.npd.com/ and http://www.npdgroupblog.com. Follow us on Twitter: @npdtech and @npdgroup.

FOR MORE INFORMATION:
Sarah Bogaty
+1 516-625-2357
sarah(dot)bogaty(at)npd(dot)com

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