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