Digital Imaging Reporter

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Tech Trends: More Consumers Are Buying for Themselves, Less for Gifting—and Are Spending More

December 2011 By Liz Cutting
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December represented the greatest month in 2010 for camera sales volume, at 23% of annual units and 21% of dollars, and 2011 should prove no different. Yet we struggle too in a market where point-and-shoot cameras are declining at a rapid clip.

YTD 2011 we have seen a shift from gifting to purchasing for oneself, and “self-gifters” spend more money. In the first 10 months of 2011, consumers buying for themselves paid $216 (for total cameras), while gifters spent $183.

Detachable-lens cameras grew from 10% to 12% of units purchased for one’s self, when comparing YTD October 2010 to this year, but in dollars that represents 42%. As higher end cameras become more important to consumers, it’s a great time to showcase bundled solutions to help consumers feel like they’ve “arrived” at the next level of photography, and to help them make that step up with kits that meet their growing needs.—Liz Cutting, executive director and senior imaging analyst, The NPD Group


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