Digital Cameras Show Highest Revenue Growth in Tech Categories
Revenue Growth
In November 2009, interchangeable-lens cameras achieved a record as the highest revenue growth of any category in technology. This past November marked the second consecutive month of revenue growth for total digital still cameras since May 2008, and the first positive month for unit growth year over year since February 2009, during Circuit City’s liquidation.
Part of the stabilization in point-and-shoot digital cameras can be attributed to more aggressive pricing month over month than in prior years. From October to November 2009, average prices fell 25% for point-and-shoot and 13% for detachable-lens cameras. Those same two months last year saw 20% for point-and-shoot and 15% drops for detachable-lens cameras.
Digital SLRs were the single growth category that also experienced a price increase over November 2008. The interchangeable-lens category turned in its third straight month of positive unit growth. The nearly 35% unit share growth year over year is the highest since May 2008, and the ASP of $813 is more than $50 above last November’s average price, boosting dollar growth to 44%. —Liz Cutting, director and senior imaging analyst, The NPD Group