Due to the wide availability of smartphones with superior camera capabilities and the expansion of faster internet connections, consumers are finding it easier to take, edit and share photographs on their phones to quickly upload them to social media platforms compared to digital cameras, leading to the latter’s ongoing retail volume decline. The inconvenience of carrying traditional cameras is particularly impacting entry-level models such as fixed lens cameras, which continued to lose retail volume share to both SLR and compact system cameras, in addition to recording the strongest decline in volume sales in 2019.
The smaller category of digital camcorders recorded declining retail volume sales in 2019 after several years of positive growth. Action cameras have supported the performance of digital camcorders, supported by the likes of GoPro, with traditional camcorders viewed as outdated and mainly purchased by schools and government offices for general use, while other consumers also use smartphones for videoing purposes.
While electronics and appliance specialist retailers retained its position as the leading distribution channel for imaging devices, it lost strong retail volume share to internet retailing, with the latter also recording positive volume growth. Taiwanese consumers are displaying an increasing preference for showrooming as they continue to visit store-based retailers to physically check and test imaging devices in addition to benefiting from in-store expertise; however, they will often then move online to find the same models that they are interested in but at a more competitive price.
Canon continued to lead overall imaging devices in 2019, due to its strength in the larger category of digital cameras. Although it declined in retail volume sales terms, it regained lost share from Nikon.
Following Canon’s lead, an increasing number of brands of imaging devices are opening concept stores to forge stronger relationships with customers in an attempt to encourage sales amidst declining demand. Leica launched its flagship store House of Leica in Taipei in January 2019, which not only sells all the brand’s products but also provides limited editions and offers trials of new models.
With a high proportion of younger Taiwanese using smartphones to quickly download content onto social media sites such as Facebook and Instagram, producers of imaging devices are looking for ways to attract them with greater innovations through internet-connected features for SLR and compact system cameras. However, innovation tends to result in higher unit prices as developing this sort of technology within imaging devices comes at a cost; therefore, players are also turning their attention to other potential consumer segments with niche appeal including fitness enthusiasts such as runners and cyclists, divers and mountain climbers or even older generations with stronger purchasing power.
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Discover the latest market trends and uncover sources of future market growth for the Imaging Devices industry in Taiwan 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.