Full HD driving sales of top-end cameras: CDLI

The increasing popularity of full HD 1080p format flat-screen TVs is having a significant impact on the development of camcorders and cameras, according to latest Canon Consumer Digital Lifestyle Index (CDLI) survey.

“The growing penetration of flat screen televisions into Australian homes has created and demonstrates an irreversible shift in the digital lifestyle in terms of consumers’ image-quality expectations, “Canon Australia general manager – consumer product marketing Darren Ryan said.

“The growing demand for the full HD 1080p format, in particular, has highly positive future growth implications for several CDLI sub categories, including Blu-ray hardware, full HD camcorders and cameras equipped to capture full HD movies,” he said.

Highlights of the second half 2009 CDLI report include: 

- In FY 2009, Australians spent more on consumer digital technology than in any other year. The total value of products covered in the Canon CDLI increased by 3.1%, from almost $5.72 billion in 2008 to $5.90 billion in 2009

-  2H09 saw the biggest second-half result (almost $3.3 billion) of any half-year period since Canon CDLI commenced in 2003

- Product categories with the highest market size by value are:

• LCD televisions (38.1% of total Canon CDLI sales)

• Plasma televisions (15.9%)

• Games consoles (13.1%)

• Digital still cameras (11.7%)

• Digital media players (9.6%) 

“The latest figures reveal that despite economic changes our appetite for technology is continuing, with our growing sophistication and creativity driving our desire for higher quality,” Ryan said.

“The findings bode well for the industry, because they show the potential for future growth that exists for vendors and retailers able to satisfy consumer demand for high-quality outcomes.”

The latest results show that average selling prices in eight of the 11 product categories covered by the Canon CDLI rose by around 11% on average from 2H 2008 to 2H 2009. 

“This reflects the huge growth in the sales of more highly specced and fully featured product offerings and is testament to the growing desire consumers have for getting the most out of their digital products,” Ryan added.

“The market growth that is evident in Full HD TVs and Blu Ray DVD equipment matches what we’re seeing on the image capture side, particularly our phenomenal growth in high-end digital compact and digital SLR cameras,” he said.

 “Australians continue to take more photos each month and take full advantage of the numerous ways to share and enjoy them; they understand that higher image quality increases your creative options, such as cropping, printing larger images or viewing on a full HD screen.”

Australians’ appetite for digital products overall is likely to continue in 2010, since the majority of the Canon CDLI categories have penetration rates lower than 50%. 

The Canon survey found that  the categories with higher penetration, such as digital cameras, are trading off any low-end product decline with a “remarkable” 100% growth (2H 2008 versus 2H 2009) in the high-end market (10 megapixels+, 4x optical zoom+, $400+).

“The results are showing us that industry growth will be sustained through continued innovation and product upgrades that cater to users’ creative desires and quality requirements,” said Ryan.

“Recent announcements this year such as 3D television indicate that the next stage of evolution is underway.”

About the CDLI

The Canon CDLI is independent research commissioned by Canon and compiled by GfK using information on sales figures (units and dollar value) provided by GfK's retail audit panel. The GfK ConsumerScope camera study tracks and regularly reports on the purchase, ownership and usage of a rolling annual sample of 4000 recent digital camera buyers.