Data compiled by research company GFK, shows that Australian appetite for digital lifestyle products is still healthy, with more than $3.27 billion spent in the first half of 2010 on consumer lifestyle goods this is down from the $3.43 billion spent in the first half of 2009.
The research also revealed that Australians on average purchased 2.41 new digital devices per person in the first half of 2010 an increase of 13% on the stimulus driven 2009 first half.
Among the most popular items was additional TV for the bedroom, a second digital camera, and a second PC for entertainment.
GFK data shows that 18% of expenditure was spent on compact cameras, 27% on Digital SLR cameras, 12% on a new TV and 31% on a PC.
The top three categories to show growth in sales value were Personal Video Recorders (PVRs), up 11%; DVD recorders, up 3%; and LCD TVs, up 3% compared to the previous six months. Much of this growth can be attributed to the digital switch-over and fierce price competition the GFK data reveals.
Sales of camcorders with solid state memory increased by 63% and Full HD camcorder unit volumes grew by 21%, as the trend towards high-quality image capture continued.
Consumer expectations of image quality also pushed the sales volume for flat screen TVs and Digital SLR cameras up, 39% and 6% respectively.
Between April and June 2010 sales of Full HD 1080P TV’s grew by 112%, compared with the same period in 2009.
It was also revealed that Australian’s are using a camera more often with 111 pictures per month being shot on average (up 26% compared with 1H 2008).
40% of people now upload photos to the Internet and Facebook is the most popular destination.
Other data revealed that Australians increased their digital device purchases from an average of 2.13 per person in 1H 2009 to 2.41 devices per person in 1H 2010, indicating a behavioural trend of complementary device usage.
· 67% of Australians now use their PC/notebooks in the living/lounge room.
· Internet TV (IPTV) viewing almost doubled in the 6 months to 1H 2010, from 2.6% to 4.7%.
· We are watching more TV content on PCs (22% in 1H 2010; up from 13% 6 months earlier).
· We also watch more TV on TVs (4.5 hrs per day in 1H 2010; up from 3.5 hours per day in 2H 2009).
· “Image quality” ranks as the #1 priority among digital camera buyers.
· We’re taking more photos than ever before (111 per/month), up 26% compared with 1H 2008.
· Social media is encouraging increased usage and creative applications for digital imaging, with 2 in 5 people uploading photos to the Internet (Facebook being the most popular destination at 1 in 3).
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div>The GFK data was compiled in partnership with Canon. Missing from the report was information on accessories, Smartphone purchases, tablets or notebooks, attach sound gear all categories that have witnessed significant growth this year.
