HD Camcorder Prices In Free Fall: IFR

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Miami Beach, Fla. - The average advertised retail prices of Samsung's HD camcorders have risen in retailers' newspaper ads and circulars even though major competitors' prices went into "free fall," IFR Monitoring reported.

During the past four quarters, ended in June, Samsung was alone among the five-most advertised HD camcorder brands improve the average advertise price of its HD camcorders, IFR said. Samsung's performance came at a time when the advertised prices of other major HD camcorder suppliers fell at double-digit percentage rates, in part due to an influx of new brands, IFR said.

For the top three advertised brands of HD camcorders - Sony, Canon and JVC - average advertised prices "dipped significantly over the past year, driving average prices for the category down to new lows," IFR said. Pricing on those three brands fell in each of the quarters to new lows, the company said.

Sony, the most-advertised HD camcorder brand with a 52 percent share during the four quarters, suffered the largest decline in average pricing since the third quarter of 2008, falling 46 percent to $480 in the second quarter of 2009, from $896 in the third quarter of 2008.

Canon, the second most-advertised brand, suffered a 21 percent decline in average advertised price to $692 from $879. Another top-five brand, JVC, found its average pricing falling in ads by 35 percent to $561 from $868.

Since the third quarter of 2008, eight additional HD camcorder brands have been advertised by retailers, IFR noted. The brands include Aiptek, Best Buy's Insignia house brand and DXG, with prices that "are approaching or have already approached the sub-$99 level at retail," IFR noted.

IFR tracks advertised pricing by U.S. retailers in ROP newspaper ads and newspaper inserts placed in the country's top 100 newspapers.


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