Camera sales boom as users upgrade to digital SLRs

BY THE end of the year more than three million digital cameras will have been sold throughout Australia in 2009 alone.

But the majority of these sales are not to first-time buyers, rather they are to customers looking for their second, third or even fourth digital camera.

According to figures released by the Photo Marketing Association, 73 per cent of Australian households now own a digital camera.

Expecting more

Marketing manager for Ted’s Cameras, Dave Utton, says today’s digital camera buyers are a lot more savvy.

“New features like face detection are making it a little more fun as the technology improves,” Mr Utton says.

“The expectation from consumers is way beyond where it’s ever been before, as people are looking for what’s going to give them a better quality photo.”

Compact cameras offer plenty of bang for your buck with entry-level models for around $200 offering 8-megapixel resolution.

“You’re going to find the cameras will segment into markets that are more lifestyle based,” he says.

Manufacturers will concentrate on developing features that make cameras more suitable for use in the outdoors or for travellers, for example.

Upgrade mania

Digital SLR cameras costing about $1000 have enjoyed a massive surge in sales in the past year.

Mr Utton puts this down to compact camera users wanting a higher-quality outcome.

“(Digital SLRs are) really fuelling sales for everyone in the category. The massive uptake has almost made us recession proof,” he says.

“People are on to their second, third or fourth compact camera. They are wanting to get better value and have even more fun with their cameras.”

Digital SLR features such as Live View and the ability to shoot video have sealed the deal for users who were previously thinking about moving up to a larger model.

Even the fact that virtually all mobile phones now have cameras has inspired users to invest in digital cameras.

“There is a lot of sharing of images for fun with a mobile phone camera but if people want to take a photo for an event they want a digital camera to do so,” Mr Utton says.

“(Mobile phones have) helped, if anything, rather than been a threat.”

The instant feedback of seeing what you just shot on the screen is driving users to take even more photos.

“There’s plenty of things you can use to capture an image,” Mr Utton says.

“But for those really important things in life… you’re going to want a really good device and the best quality.”