Canon, Nikon, Sony Top 2010 U.S. DSC Market Share Rankings
By Greg Tarr On May 2 2011 - 3:01am
Canon and Nikon continued
to build on their first
and second ranked U.S.
market share positions for
digital still cameras in 2010
but Sony gained the most
ground of any supplier during
the year, according to
studies released by market
research firm IDC Research.
According to Chris Chute,
IDC world wide digital imaging
practice manager, Canon
topped all camera brands
with 18.9 percent share of
the U.S. digital still camera
market on shipments of
6.98 million units. Ironically,
the company’s unit volume
declined 0.8 percent from
2009, as its market share rose from 18.7 percent.
Nikon again followed in second position with 16.9
percent share of the U.S. market, up from 16.4 percent
the year earlier at 6.22 million units. At 1 percent,
the company recorded the second highest shipment
growth rate in the industry among the top six brands
in the year.
Sony, at No. 3, saw shipments grow the most of any
camera leader, with a 6.8 percent increase to 6 million
units in 2010, reaching 16.3 percent share, up from its 14.9 percent share in 2009.
The company was helped by the introduction
of key new cameras including advanced
d-SLRs and its first mirrorless interchangeable
According to IDC, total U.S. camera shipments
reached 36.9 million units in 2010, down 2.1 percent
from 37.7 million units in 2009.
At the same time, worldwide camera shipments rose
10 percent to 141 million units last year, helped by the
introduction of new models and economic growth in emerging markets including
The rest of the 2010 U.S.
digital still camera market
share leaders included No. 4
Kodak with 12.8 percent share
(down from 15 percent a year
earlier). It’s 4.72 million camera
unit shipments, declined 16.5
percent from 2009 volumes of
5.66 million, IDC said.
Samsung came in fifth with 5.7
percent share (down from 6.4
percent in 2009), on 2.1 million
units shipped, down 12.9 percent
from 2.4 million units in 2009, according
to IDC research.
Panasonic ranked No. 6 on
shipments of 2.03 million pieces.
Its 5.5 percent share of market
was virtually unchanged from a
year earlier, despite a 1.1 percent
decline in unit shipments.
All other brands accounted
for a collective 8.81 million
units, up 0.9 percent from a year before.
Chute said the top three 2010 market share leaders
managed to grow their share of the market by having a
strong presence in d-SLR models, which represented
a major growth segment during the year, and continues to be in 2011.
According to IDC’s 2010 rankings for
global DSLR market share, Canon topped
all players with 44.5 percent share, followed
by Nikon with 29.8 percent and
Sony with 11.9 percent.
In the U.S. last year, “Nikon and Canon
also both made promotional deals during
the holiday to make sure they didn’t lose
out to Kodak or others,” Chute observed.
“Sony did gain ground in the U.S. last
year, mostly due to renewed advertising
efforts on TV, and compelling CMOSbased
products that enabled users to
capture HD video and sweep panorama,”
The company, he said, had an even
stronger brand perception in emerging
countries in the year.
Sony, the world’s second-biggest camera
maker, controlled 17.9 percent of the
global camera market, improving from
16.9 percent a year earlier, researcher
IDC said. Nikon had 12.6 percent share
compared with Canon’s 19 percent,
which remained unchanged from 2009.
Samsung reached 11.1 percent of
the market last year, improving from
10.9 percent, according to IDC’s global
As for the outlook for the U.S. digital
camera market in 2011, Chute said the impact
from the recent devastating tsunami
in Japan is still difficult to read.
“2011 will be a wild-card year for the
U.S., as seven out of every 10 households
own at least one digital camera, consumer
attention turns to smartphones and
tablets, and the impact of the tsunami on
component sourcing,” said Chute.