GfK Photography Summit Dec 2013:
In the best analog times, some 70 million cameras were sold every year worldwide, 10 percent of which were SLR cameras. In 2010, the market grew to its peak of 136 million units. Even though numbers in sub- sequent years fell considerably, the importance of high-value cameras has
actually increased quite considerably, she said. In 2013, for example, SLR and compact system cameras accounted for more than 20 percent of the volume. The most important growth drivers, said Knoche, were innovation and ease of use. At the same time, it was true to say that, for consumers, the possibility of sharing their emotions with other people was now evidently more important than picture quality.
8 billion image-capture devices:
A look at the sales figures underlines the extent of the digital revolution: Arndt Polifke, Global Director Telecom GfK Consumer Choices, estimates the num- ber of smartphones sold worldwide in 2013 at 1.007 billion, which represents an increase of nearly 47 percent com- pared with the previous year. On top of this, there are 725 million feature phones (down 19 percent) and 243 million tablets (up 83 percent). Here, the proportion of inexpensive devices (less than 100 euros) is rising considerably. Other trends with the mobile devices include larger displays, faster proces- sors, 4G connectivity and slimmer bod- ies. Another aspect is the ever improv- ing resolution of the built-in cameras: Two thirds of the smartphones sold have a resolution of 5 MP and more, half of which have more than 8 MP.Against this background, Heribert Tip- penhauer, Global Director Photo Office Stationery Consumer Choices at GfK Retail and Technology, looked at the effects of this development for the cam- era market. Less than 10 percent of the 8 billion image capturing devices sold worldwide in the last five years are cameras.
In a consumer study in which 2,365 smartphone owners in Germany and the UK were questioned, GfK obtained some interesting data on consumer be- havior: While the vast majority of smart- phone owners use a camera when they want to record important memories such as travel trips, family events etc., for spontaneous snapshots they nor- mally turn to their mobile device. In fact, 41 percent of the consumers questioned take at least one photo a day with their
smartphone (UK: 34 percent, Germany: 47 percent). In contrast, only 6 percent said they use their camera every day. A thought-provoking aspect is what the GfK found in its study regarding the photographic knowledge of those questioned. 55 percent said that, for them, the most important quality feature in a camera was the number of pixels, and 16 percent said the zoom factor. The quality of the lens (3 percent) and size of the sensor (2 percent) thus play virtually no role in buying decisions. The intention to buy a digital camera among the smartphone owners ques- tioned in the survey is surprisingly strong: Indeed, 27 percent said they intend to buy a camera within the next twelve months – above all because of the better picture quality. 20 percent said the reason for buying a camerawas to learn more about photography. Among the 16 to 24-year age group, this figure was as high as 35 percent. This begs the question of how this desire for learning could be satisfied. The majority of smartphone owners who do not intend to buy a camera said they were satisfied with their present camera. For half the 16–24- year olds, buying a new camera is quite simply too expensive. With regard
to those contemplating buying a new camera, nearly two thirds of smart- phone owners have their eyes on a system camera, which the GfK sees as good news for the imaging segment. Although Tippenhauer anticipates a total global volume of only 97 million cameras for 2013 (down 16 percent), the figure will include 17 million single-lens reflex models (up 13 percent) and 5 million compact system cameras (up 25
percent). Premium-class compact cam- eras with a large sensor or high zoom factor are also growing, according to GfK‘s statistics: A total of 16 million is expected for 2013 (up 23 percent) and 19 million (up 19 percent) for 2014. Whereas average prices in the grow- ing segments are continuing to rise, the lower compact camera segment of the market with a predicted sales volume of 60 million pieces in 2013 (down 28.5 percent) and 47 million in 2014 (down 22 percent) is fading into insignifi- cance.
he “Apple Effect” showed that it is quite simply more fun to use an iPhone (or another smartphone). “It is not the smartphones that are the monsters; the monster is our relationship to the con- sumer,” said Hilbig. In order to really reach the customers, the industry must opt for emotions instead of technology; ease of operation was more important than complicated patents and exclusive customer loyalty programs. The big trade associations such as CIPA, PMA and the German Photo Industry Asso- ciation must now act to re-kindle con- sumers‘ enthusiasm for taking pictures with cameras, emphasized Hilbig.
