The first six months of 2010 proved to be a boon for the overall digital camera market. Detachable- (or interchangeable-) lens cameras drove the digital camera business to positive revenue growth of 6.5 percent for the first half of 2010 versus 2009, the first time in more than two years we saw growth in the first half of the year. HD video-capable DSLRs helped drive that revenue growth. Detachable-lens cameras reached a high point of 10 percent of total camera units and 38 percent of dollars.
Compact camera units and dollars declined in the first half of the year, but average prices have begun to rebound. After dropping off for three consecutive years, the average price of a compact camera is now $166, up 2 percent from the first half of 2009 and $40 higher than what consumers paid in the first half of 2010. The price increases reflect consumers’ movement toward fuller feature cameras, particularly ones with longer zooms.
We do, however, look to a more challenging arena in the back half of 2010, as comparisons to a healthier Q4 2009 will raise the bar higher for growth.—Liz Cutting, Senior Imaging Analyst, The NPD Group
