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London, United Kingdom, 11/06/2007 – However, the market is still in its infancy and shipments are expected to represent just 10% of total camcorder unit demand across the USA this year, yet this does translate to more than 25% in value.
In the wider context, access to an HD display is an important factor that will help to grow future demand for HD camcorders. ‘HD Ready’ displays are expected to be installed in 34% of American homes by the end of 2007, with this increasing to 90% by 2011 according to Understanding & Solutions analysis.
The average retail price for an HD camcorder is still high when compared to Standard Definition (SD) models, with prices averaging more than $1300 last year. Going forward, increased competition and growing volumes will see this more than halve by 2011, making the step up to HD increasingly attractive to consumers.
Such high initial price points have meant that high volume CE retailers in the USA have not focused much attention on the HD camcorder market to date. Most shipments continue to be sold via specialist independent retailers, although this will shift as price points fall and consumer interest grows.
Tape (HDV) represents the bulk of HD demand to date: 75% in 2006, and is still the dominant format in 2007. This has been fuelled by a limited number of products launched on other formats, lower price points when compared to competing HD formats (such as Hard Disk Drive (HDD), Solid State (SS) and DVD), cheap and easily obtainable media, and a general perception that digital tape is best in terms of capture quality. However, moving forward, Understanding & Solutions expects these other formats to increasingly drive demand.
High definition optical disc formats are not expected to penetrate the HD camcorder market to the same degree as DVD has in standard definition, as other formats are rapidly gaining acceptance by mass market consumers. Over the past 12 months combined shipments of all HDD and SS devices have grown by 81% in volume terms compared to an overall camcorder market decline of 1%.
Moving forward, there is clearly an opportunity for the industry to revitalise consumer interest in the camcorder segment, and Understanding & Solutions will continue to closely monitor developments in this market.
Diary Date
High Definition in Europe: conveying the message
12-13 November 2007, Barcelona, Spain
An Understanding & Solutions conference exploring High Definition and its role within broadcast, programming, equipment and disc media sectors.
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