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Digital Cameras Sales Continue Strong Growth: NPD

Port Washington, N.Y. — Digital camera unit sales were up 20 percent through the first half of 2007 vs. the same period in 2006 thanks in large measure to repeat buyers, according to The NPD Group.

The category grew 9.5 percent in dollars during the first half as well, NPD noted.

Over half the market (54 percent) consists of consumers on their second or more camera vs. 46 percent last year, NPD observed. Half of repeat purchasers were adding, not replacing, cameras in the household.

Average selling prices (ASP) continued to decline, dropping 13 percent to $207 during the first half of 2007. Digital SLRs also dropped, falling $125 in price to an average of $970.

The rising tide of digital camera sales has also floated accessory sales, NPD reported. Flash-memory cards saw a 46 percent unit gain during the first half of the year; camera cases were up 16 percent, while zoom lenses were up 57 percent in units.

Digital cameras have become popular gift items, NPD observed, with one in five models purchased through the first half of the year destined for gifting.