Imaging devices in Austria was already struggling pre-pandemic, as most consumers are content to substitute these specific devices for their multifunctional smartphones. The latter have continued to see improvements in terms of photographic and video-recording qualities which allow consumers to quickly upload and share images on social media platforms.
While imaging devices continue to be impacted by competition from the ever improving photographic and video capabilities of smartphones, a rising interest in high-quality photography as a hobby among younger consumers has seen increasing demand for SLR or compact system cameras which offer the quality of an SLR model, but offer greater convenience in terms of portability, in addition to offering real advantages over smartphones. Retail volume sales of digital cameras are therefore expected to see lower declines compared to pre-pandemic levels.
Imaging devices remains a consolidated competitive landscape led by multinationals Canon, Nikon, Sony, Panasonic and Olympus, although they are set to see further declines in line with the weak performance of digital cameras in 2021. Within the category, Olympus is predicted to record the most notable declines in share and sales following its announcement that it was selling its camera business to Japan Industrial Partners Inc due to the general downward direction of imaging devices as the category becomes increasingly niche.
A return to previous leisure habits and greater freedom of movement once the threat of the pandemic has waned in Austria is expected to offer some potential for imaging devices over the forecast period. However, many consumers are likely to continue to substitute digital cameras for smartphones, with the latter posing further competition.
Due to demand for action camcorders, digital camcorders is likely to benefit from further pent-up demand for out- of-home activities including travel or outside adventures in 2022 as restrictions are further relaxed and consumers regain their confidence in spending longer periods of time outside. With their small format and high robustness at a reasonable price, action camcorders are perceived as reasonable devices to own in addition to smartphones.
The average unit price of digital cameras is predicted to record a slower, but steady upward trend as demand will continue to focus on more sophisticated products, driven by professionals or enthusiastic amateur photographers who appreciate higher quality. However, the average unit price of digital camcorders is anticipated to see a significant downward trend due to lack of innovation within action camcorders and overall declining demand for other, higher priced models.
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Understand the latest market trends and future growth opportunities for the Imaging Devices industry in Austria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Imaging Devices industry in Austria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Imaging Devices research and analysis database.
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