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November 12, 2010

Taking a look at the CIPA 2010 camera production and shipment data

Time to look at the latest CIPA camera production and shipment data for 2010. You can find current, past and future PDF files at the CIPA English page. So, let's take a look at the latest data...


Who Ate the DSLRs/iLCs and who ate the fixed lens cameras?
We start with the fun-stuff, two pie-charts breaking down camera unit shipments from January 1st to September 30, 2010, by geographic region, based on the aforementioned CIPA PDF data. The first chart shows the DSLRs/iLCs (interchangeable lens cameras), and the second chart showing the fixed-lens cameras.


pie chart showing CIPA DSLR shipments broken down by region


pie chart showing CIPA fixed lens camera shipments broken down by region

Camera Production
Year to date (Jan 1 to Sept 30, 2010), more digital cameras were produced compared to the same time period in 2009. The value (in Yen) in 2010 is also high than 2009, however, the growth rate of camera units is higher than the growth rate in Yen. This applies to both fixed-lens cameras and DSLRs/iLCs, with the delta slightly higher for fixed lens cameras.

However, when we compare September 2010 to September 2009, we have slightly more cameras produced but bringing in LESS in Yen. Ouch! The number is brought down by the fixed lens cameras. DSLRs/iLC still saved the day, with 125.8% more cameras and 106.6% more yen.

DSLRs were 10% of the total digital cameras produced in units in September 2010, but 28% in terms of value! Year-to-date, the numbers are similar as well.


Camera Shipments Globally
The previous section was cameras produced. The rest of this post talks about camera shipments.

Year to date (Jan 1 to Sept 30, 2010), more digital cameras were shipped compared to the same time period in 2009. The numbers are higher in both fixed lens cameras and DSLRs/iLCs. The value (always in Yen) is always higher - above 100% in all categories.

However, when we compare September 2010 to September 2009, the numbers are slightly worse than the camera production numbers. More DSLRs/iLCs were shipped (123.5%) but they didn't bring in as much money as the fewer shipments did last year (96.7%). This is even more pronounced for fixed lens cameras, with just a few more cameras made (100.7%) but bringing in less and less and less (87.3%).


Camera Shipments by Geographic Region
Year-to-date, in today's MotherLand of Cameras, Japan, only DSLRs/iLC show an increase of both camera units and camera value. Fixed-lens cameras are slightly more but bring in less. This is a repeated theme because as many of you have noticed, the prices of fixed lens digital cameras continue to drop. So it shouldn't be a surprise. However, comparing Sept-2010 to Sept-2009, the numbers don't look as good with only the camera units increasing in both fixed-lens and DSLR/iLCs but the camera value decreasing.

The year-to-date numbers for fixed lens cameras look a lot more promising in Europe, where in terms of value they are only 97.1%, thanks to a strong increase in unit shipments (123.8%). But the DSLR numbers don't look so good, more cameras sold but less yenage! Comparing Sept-2010 to Sept-2009 is rather bleak with slightly less cameras shipped with a lot less yenage (78.6%). Ouch!

In the Americas, the year-to-date numbers are higher across the board, but comparing Sept-2010 to Sept-2009 is not so good, just like Japan and Europe. The data is not broken down any further, so we can't tell whether the boost is coming from South America or it is a tide effect. You probably have to buy the $3000 reports to get those numbers :) You get what you pay for with this blog :-)

Next we fly to Asia (excluding Japan). Asia is saving the day! The year to date DSLR/iLC numbers are very strong (167.7% units, 143.6% value), and even the fixed-lens cameras numbers are healthy (127% units, 114.9% value). Asia is even "saving" Sept-2010 vs Sept-2009. The DSLR numbers are higher, but fixed lens cameras are slightly more with noticeable less value (89.6%).

In the rest of the world (Other Areas), the numbers look good for fixed-lens cameras, but not for DSLRs, which is in sharp contrast to all the other geographies. Also in sharp contrast, Sept-2010 looks a whole lot better than Sept-2009.


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