Australian love affair with technology grows
“The results illustrate the very strong appetite that Australians continue to have for technology and the resilience of the sector in challenging conditions,” says Jason McLean, director – Canon consumer imaging, Canon Australia.
“Despite factors such as successive interest rate rises, generally subdued consumer sentiment and increasingly high household penetration of some product categories, the industry has sustained high demand as our lifestyle evolves.”
Unit sales maintained their strength in the second half of 2010 with six out of 13 categories seeing year-on-year growth and five out of six of these categories recording double-digit growth.
The strongest categories were PVRs (personal video recorders), PCs with 25 per cent and 24 per cent growth respectively followed by LCD TVs (up 18 per cent), digital still cameras (up 14 per cent).
TVs were star performers in terms of value with full high definition panel unit sales increasing by 39 per cent. New 3D TVs already make up 16 per cent of the market by value.
Digital SLR cameras also saw steady growth – 17 per cent growth in value and an impressive 51 per cent growth in volume.
In terms of lifestyle Australian consumers are upgrading their products faster as well. For 44 per cent of PC users and 26 per cent of digital camera owners they are looking to upgrade to their next model in less than two years.
“Technology is now mainstream and in reality there is no ‘digital’ lifestyle; just a ‘lifestyle” that’s irreversibly enriched and supported by digital devices,” continued McLean.
“Given the 13% weighted decline in average selling prices, the high affordability of advanced tech products is encouraging consumers to improve their existing lifestyle experience. Upgrade cycles are shortening, particularly for PCs and digital cameras, and multiple product ownership is on the rise.”