Just Published: "Imaging Devices in Italy"

From: Fast Market Research, Inc.
Published: Sun Mar 13 2016

As Italian consumers increasingly shifted towards the usage of smartphones and tablets to capture photographs and video footage towards the end of the review period, sales of imaging devices declined by 17% in both volume terms and in current value terms in 2015. As the camera and video functions of smartphones and tablets continue to improve, especially in terms of image accuracy and resolution, smartphones and tablets now present direct competition to imaging devices. The fact that smartphones and tablets integrate a greater number of functions in a single device and offer internet connectivity, not to mention their portability, is the basis for the shift away from imaging devices towards tablets and smartphones. This has led to a drastic reduction in sales of imaging devices as Italians increasingly see cameras and camcorders as unnecessary items. When it is necessary for Italians to purchase imaging devices, they are more likely to choose a tablet or a smartphone due to the fact that these products offer better connectivity for sharing photos, among numerous other features and functions.

Full Report Details at
- http://www.fastmr.com/prod/1126663_imaging_devices_italy.aspx?afid=301

Competitive Landscape

Canon and Nikon remained the leading players in imaging devices in 2015 with volume shares of 23% and 20% respectively. Sony ranked third in the category in 2015 with a 13% volume share. The strong positions of Canon and Nikon are mainly the result of their longstanding presence in the category, strong consumer recognition of their respective brands, their innovation strategies and strong commitment to advertising compounds. Sony led camcorders in 2015 with a volume share of 23%. The brand has a strong reputation among consumers as reliable manufacturers of high quality HD digital camcorders, which are renowned for their superior video capturing capability, high technical specifications and excellent quality. In 2015 in imaging devices, there were no companies registering a robust increase in volume terms. However, Nikon and Casio both registered a marginal 0.1 percentage point increase in their volume shares in the category in 2015, as the companies have benefited from their wider products range, their brand awareness among Italians. Nikon and Casio have increased their focus on compact cameras as well as improving the marketing campaigns for their products. Also GoPro registered a marginal 0.1 percentage point increase in its volume share in imaging devices, due to its increasing popularity among Italians active in sports.

Industry Prospects

Increasing competition from smartphones and tablets and the ongoing difficult economic situation in Italy are expected to remain the most significant limitations on growth in sales of imaging devices over the forecast period. It is expected that demand for imaging devices will continue to decline, resulting in further increases in the length of the replacement cycle for cameras over the forecast period.

Report Overview

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