Competing in the shrinking camera category
It is undeniable that the camera industry has been declining over the past few years. Some people no longer see the need to even own a dedicated camera, finding that their smartphone does the job well enough. According to CIPA, a Japan-based Camera & Imaging Product Association, worldwide camera shipment has dropped a staggering 84% from 2010 to 2018 due to the rise of smartphones.
For camera makers, to compete against their rivals in this shrinking category, it is crucial to win over potential buyers when they look to buy their first camera body. When potential buyers have decided which camera body they will buy, all the lenses to be bought in the future will follow. And the fact is that not many amateur photographers can afford to switch between two different camera brands or keep both collections at the same time.
That being said, here are some factors entry users might consider when choosing their first camera brand/model:
- Camera weight and size
This comes down to each individual’s preference. For instance, people who do a lot of travelling might prefer to buy a lighter camera for its convenience.
- Starter kit with discount
Usually a standard starter kit discount includes the camera body + 1 telescopic lens + 1 primary lens. The telescopic lens should cover a decent range of focal length, but not be too bulky, and be right for travel photography. The primary lens is usually with a huge aperture for cute Instagram style shots.
- Lens availability and affordability
Having a wide range of lens availability and affordability would certainly give entry users more freedom of choice when it comes to customizing their camera. This also mean including compatible lenses from other lens manufacturers (Tamron, Sigma, Zeiss, etc.) that are usually cheaper than those with similar specs made by the original camera makers such as Nikon or Canon.
- Specific specs for specific purposes
This depend on each individual’s purpose when they decide to buy a camera. For instance, a younger camera enthusiast might choose a camera with higher ISO range, that makes it more capable of capturing night shots with low light circumstances, because they love to go to live concerts.
How can we help?
ADK Insights have spent more than 15 years monitoring the imaging industry, gathering information form consumers all over the globe and translate it into actionable insights to help businesses grow.
To know more about our research experience and how we can help, please contact Nimrod.