Executive Summary

Aug 2019
PROSPECTS
Smartphones with improving camera technology lead to ongoing declining demand for digital cameras

Digital cameras continued to record strong retail volume decline in Australia in 2019 despite innovations in mirrorless models, due to the strong penetration of smartphones with improving in-built camera technology, particularly from the iPhone X and new Samsung Galaxy 9, contributing to the category’s waning popularity. Local consumers are increasingly likely to purchase a higher end model of smartphone with good quality camera instead of a traditional point-and-shoot digital camera, as it allows them to quickly edit and upload their photographs to social media sites, which is particularly important to younger generations.

Players look to encourage sales through innovation and greater interaction with consumers

Imaging devices such as digital cameras are increasingly becoming a niche in Australia with photography enthusiasts and professionals forming the main target audience. These consumers are more interested in high-end premium cameras that can offer them the ability to take superior images; producers are therefore concentrating on offering advance features by improving the technology of their cameras such as zoom ranges and large camera sensors.

Continual declining demand for digital camcorders due to improving in-built video capabilities of smartphones

The smaller category of digital camcorders continued to record the strongest decline in retail volume terms in 2019. Initially, brands of action camcorders such as GoPro were appreciated by sports enthusiasts as they attached their devices to bike helmets, or took them running or climbing, to record their activities.

COMPETITIVE LANDSCAPE
Canon remains top of mind despite loss of share to competitors

Canon retained its lead of imaging devices in 2019, due to its strength in the larger category of digital cameras, despite losing retail volume share to competitors Nikon, Panasonic, Sony and FujiFilm; Sony in particular performed well as the only brand to record positive retail volume growth. However, Canon offers a wide range of digital cameras that continue to be popular in Australian stores, particularly as it opened an Experience Store in Melbourne in an attempt to reach a wider audience and encourage consumers to interact with its products in addition to running a number of workshops around the country.

Nikon enters premium mirrorless cameras as direct competition to Sony

Although recording declining retail volume sales in 2019, Nikon recorded an improved performance compared to the previous year in addition to gaining retail volume share from leading brand Canon. Nikon entered the mirrorless digital camera landscape towards the end of the review period in an attempt to entice professionals who had been switching to the Panasonic Lumix range of mirrorless cameras, with the launch of its Z6 and Z7 models.

GoPro offers subscription service as point of differentiation to consumers

With declining retail volume sales in line with the poor performance of digital camcorders, GoPro is hoping to offer consumers some point of differentiation compared to its competitors by offering a new subscription service for damage replacement. The brand has opened its damage replacement service in April 2019 with a “No Questions Asked” policy with its monthly GoPro Plus subscription, which might appeal to adventurous owners who are more likely to damage their devices by enjoying more active pursuits such as mountain biking.

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Imaging Devices in Australia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Imaging Devices industry in Australia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Imaging Devices industry in Australia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Imaging Devices in Australia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Imaging Devices in Australia?
  • What are the major brands in Australia?
  • What is the growth rate for digital cameras?
  • How is the growth of mobile phone cameras affecting the traditional camera market?
  • What are the latest trends in mirrorless cameras?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Electronics market research database.

Imaging Devices in Australia - Category analysis

HEADLINES

PROSPECTS

Smartphones with improving camera technology lead to ongoing declining demand for digital cameras
Players look to encourage sales through innovation and greater interaction with consumers
Continual declining demand for digital camcorders due to improving in-built video capabilities of smartphones

COMPETITIVE LANDSCAPE

Canon remains top of mind despite loss of share to competitors
Nikon enters premium mirrorless cameras as direct competition to Sony
GoPro offers subscription service as point of differentiation to consumers

CATEGORY DATA

Table 1 Sales of Imaging Devices by Category: Volume 2014-2019
Table 2 Sales of Imaging Devices by Category: Value 2014-2019
Table 3 Sales of Imaging Devices by Category: % Volume Growth 2014-2019
Table 4 Sales of Imaging Devices by Category: % Value Growth 2014-2019
Table 5 Sales of Digital Cameras by Type: % Retail Volume 2014-2019
Table 6 NBO Company Shares of Imaging Devices: % Volume 2015-2019
Table 7 LBN Brand Shares of Imaging Devices: % Volume 2016-2019
Table 8 Distribution of Imaging Devices by Channel: % Volume 2014-2019
Table 9 Forecast Sales of Imaging Devices by Category: Volume 2019-2024
Table 10 Forecast Sales of Imaging Devices by Category: Value 2019-2024
Table 11 Forecast Sales of Imaging Devices by Category: % Volume Growth 2019-2024
Table 12 Forecast Sales of Imaging Devices by Category: % Value Growth 2019-2024
Table 13 Forecast Sales of Digital Cameras by Type: % Retail Volume 2019-2024

Consumer Electronics in Australia - Industry Overview

EXECUTIVE SUMMARY

Improved performance for consumer electronics with increasing adoption of innovative and smart technology
Fluctuating performance for smartphones
Apple retains leadership but loses ground in a number of categories
Store-based specialists continue to lose share to internet retailing
Positive performance predicted for consumer electronics with increasing adoption of smart devices

MARKET DATA

Table 14 Sales of Consumer Electronics by Category: Volume 2014-2019
Table 15 Sales of Consumer Electronics by Category: Value 2014-2019
Table 16 Sales of Consumer Electronics by Category: % Volume Growth 2014-2019
Table 17 Sales of Consumer Electronics by Category: % Value Growth 2014-2019
Table 18 NBO Company Shares of Consumer Electronics: % Volume 2015-2019
Table 19 LBN Brand Shares of Consumer Electronics: % Volume 2016-2019
Table 20 Distribution of Consumer Electronics by Channel: % Volume 2014-2019
Table 21 Forecast Sales of Consumer Electronics by Category: Volume 2019-2024
Table 22 Forecast Sales of Consumer Electronics by Category: Value 2019-2024
Table 23 Forecast Sales of Consumer Electronics by Category: % Volume Growth 2019-2024
Table 24 Forecast Sales of Consumer Electronics by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources