Still Pointing and Shooting... But With What?
(Note: This story appeared as the cover story in the June issue of Picture Business and Mobile Lifestyle magazine.)
While the point-and-shoot digital camera market has picked itself up from its recession-era lows, the drop in sales has opened the question of just how viable a future the category had before it.
Even before the recession struck, analysts were cautioning that the salad days of robust growth in the point-and-shoot market were drawing to a close. With close to 77 percent of U.S. households owning a digital camera as of 2009 (according to the NPD Group), the market can safely be dubbed mature. Indeed, according to PMA, the total digital market (including SLRs) likely peaked in 2007 at 28.3 million units. Sales are projected to decline further in 2010 to 24.8 million units before picking up slightly into the 25 million range in 2010 and 2011.