IDC global camera and DSLR rankings for 2005-2006

Hello everyone,

 

Some interesting numbers from a recent article in Canada's Globe and Mail

newspaper:

 

http://www.theglobeandmail.com/servlet/story/RTGAM.20070403.gtcamera0403/BNStory/Technology/home

 

 

Canon leads in digicam shipments in 2006

 

Reuters

 

TOKYO ? Canon Inc. won the top market share in global digital camera shipments

in 2006, and South Korea's Samsung Electronics jumped up the ranks to 5th place

from 9th a year ago, researcher IDC said on Tuesday.

 

Tokyo-based Canon shipped 19.7 million digital cameras in 2006, accounting for

18.7 per cent of the overall market. Canon's shipments jumped 23.3 per cent from

2005, IDC said.

 

Industry wide digital camera shipments in 2006 rose 14.5 per cent to 106 million

units from a year earlier, driven by the strong popularity of single-lens reflex

(DSLR) models geared for photo enthusiasts and professionals and growing demand

in emerging markets, IDC said.

 

DSLR shipments grew 39 per cent to 5 million units last year.

 

Sony Corp. was No. 2 in the market with a 15.8 per cent share, up from 15.2 per

cent in 2005, benefiting from its entry into the DSLR market, IDC said.

 

Eastman Kodak, the only U.S. company among the top five digital camera makers,

ranked third with 10 per cent, a drop from its 14.2 per cent share a year

earlier. Olympus Corp., which came in fourth, trimmed its share to 8.6 per cent

from 9.8 per cent in 2005.

 

"The big winner in 2006 was Samsung, who displaced Nikon and became the

fifth-largest seller of digital cameras in the world," said Christopher Chute,

an IDC analyst.

 

Samsung expanded its market share to 7.8 per cent in 2006, a huge jump from the

3.8 per cent it had a year earlier. Its shipments more than doubled, IDC said.

 

Nikon Corp., the world's second-biggest maker of professional cameras after

Canon, ranked No. 6 in the overall digital camera market with a 7.6 per cent

market share in 2006.

 

Canon also dominated the booming DSLR market, securing a 46.7 per cent share in

2006, with its shipments rising 30.7 per cent from a year earlier. But its share

was trimmed from the 49.5 per cent it had in 2006 amid increased competition

from rivals.

 

Nikon secured the No. 2 position in DSLRs with a 33 per cent market share. Its

shipments jumped 35.9 per cent.

 

Sony, which bought the DSLR unit of Konica Minolta Holdings shipped 326,240

DSLRs in 2006, accounting for 6.2 per cent of the market.

 

Global Digital Still Camera Shipments by Vendor 2006 and 2005

 

 

 

Shipments Share(%) Shipments Share(%)

 

1. Canon 19,747,351 (18.7) 16,030,746 (17.4)

 

2. Sony 16,718,209 (15.8) 14,024,195 (15.2)

 

3. Kodak 10,567,943 (10.0) 13,144,883 (14.2)

 

4. Olympus 9,117,141 (8.6) 9,089,576 (9.8)

 

5. Samsung 8,281,648 (7.8) 3,546,367 (3.8)

 

6. Nikon 8,060,250 (7.6) 7,251,566 (7.9)

 

 

 

Global Digital SLR Camera Shipments by Vendor 2006 and 2005

 

Shipments Share(%) Shipments Share(%)

 

1. Canon 2,460,339 (46.7) 1,882,162 (49.5)

 

2. Nikon 1,740,169 (33.0) 1,280,172 (33.7)

 

3. Sony 326,240 (6.2) 0 0.0

 

4. Olympus 311,116 (5.9) 217,135 (5.7)

 

5. Pentax 285,932 (5.4) 175,112 (4.6)

 

 

(Source: IDC)

This is the first time I've seen direct sales reports among the DSLR leaders, Nikon and Canon. I didn't think it was that "close" and am also surprised that Olympus and Pentax combined still hold on to 10% of the DSLR market. I have never even seen one (in someone's hands outdoors).

This marketing information, both about the "Digital SLR" market and the "Digital Point and Shoot" market really Surprises me and Doesn't surprise me.

 

I'm surprised that Nikon is as close as it is to Canon in the Digital SLR arena, since the majority of professionals have switched to Canon over the last 20 years. Canon has systematically eroded Nikon's market share with an overall better system. Canon is better in ever category in their Digital DSLRs... except, Nikon can claim their superiority in their Metering System and their overall build.

 

And, addressing the Point and Shoot arena... it's also amazing that Canon's Point and Shoot market is the strongest over such marketing giants as Sony & Kodak (reputation). Canon's Point and Shoot Cameras are the best, overall, but Canon really doesn't market their products anywhere near what other companies market their products.

 

Back to the DSLRs... Let's make sure why we understand why the professional gear is led by Canon... it's because the "actual truth" is distributed to other professionals, via the professionals, and because of that the market share of the best equipment "rises to the top".

 

Professionals only care about performance!

 

I, again, state that the competition between Canon and Nikon is best for the rest of us. It can only produce better equipment and lower prices.

 

That's my evaluation.

 

//Chuck

I have a feeling professional photographers drive the camera market as much as professional race car drivers drive the automobile market. Those DSLR numbers are almost entirely digital Rebels and equivalent low end Nikons sold to "nonprofessionals".

And... So... Duh!

Right. . .and the new Nikon low cost offerings probably are putting significant marketing pressure on the Canon Rebel offerings.

Competition from several manufacturers really only hotted up in the second half of last year, so I would expect that Nikon and Pentax (and maybe even Olympus) have recently been faring better in DSLRs than these numbers suggest. Of course, these things change as new models get released. In general, it is to the benefit of all to have a competitive market with several successful manufacturers, since this spurs innovation and lower prices as increased volumes dilute fixed costs and manufacturing technology is refined. If the market becomes too competitive, then margins can fall to the point where cost cutting becomes prevalent, to the detriment of the quality of the cameras offered - perhaps the digicam market is starting to suffer from this.

I am not so surprised by the DSLR because I think the D40 and the 18-200 VR lens really help Nikon last year. its a status thing for people who really want a point and shoot but want the walk around with a DSLR for status. I know alot of people like this. If you have a 18-200 VR lens since it covers so much zoom range, you can still look cool and professional and still use it like a point and shoot.

For those who don't believe me.. just ask Ken Rockwell

http://www.kenrockwell.com/nikon/18200.htm

 

After all, this lens changed his life forever and he doesn't ever need another lens again... (rolling my eyes...)

I know quite a few who shoot full-time and rely on the Nikon 18-200 for most of their work. Try to do that with the Canon 28-300 :-)