Canon Digital Lifestyle Index (CDLI)
The Canon Consumer Digital Lifestyle Index (CDLI) is independent research commissioned by Canon and delivered by GfK Marketing Services twice a year.
The Index comprises purchase and usage information on digital still cameras, digital camcorders, inkjet printers, photo printers, multi-function devices, personal computers, plasma TVs, LCD TVs, personal video recorders, DVD players and recorders, digital media players and games consoles. The Canon CDLI has been measuring uptake of digital devices in Australia since 2003.
Current CDLI Report
The First-Half 2011 (Jan-June) CDLI report was announced by Canon Australia on 24 October 2011.
Highlights:
Demand for digital lifestyle products in the first six months of 2011 remained strong, as Australians bought 6.56 million digital devices at a total value of $2.8 billion. While unit sales grew slightly on 1H 2010, a 14% drop in Australian retail Average Selling Prices reduced the total cost to consumers for the digital lifestyle products taken into their homes, delivering a total saving of around $470 million.
“The latest results show that, despite reportedly low consumer sentiment for the period, strong consumer demand for technology saw volume sales keep pace with the record numbers achieved in first-half 2009 when a raft of stimulus funds hit the market,” said Jason McLean, Director – Canon Consumer Imaging, Canon Australia. “Market competition has seen a $470 million decline in sales value, saving the Australian consumer an average of $72 per device during the first six months of the year.”
“The strong volume numbers show that for consumer technology Australian retail is alive and well and consumers are taking advantage of the competitive pricing, deals and support to be found in their local stores,” says McLean. “We expect the Australian market to continue to adjust as strong local competition and global forces play out heading into Christmas.”
In response to consumer demand, categories to grow in volume terms include Personal Video Recorders (+53%), Digital SLR cameras (+18%), Personal Computers (+15%), LCD TVs (+3%) and DVD players (+4%). Following LCD TVs at number one, digital cameras are the second-most-popular category in the index, despite being a mature category with more than 80% household penetration. Also of note is the rise of 3D TVs, which account for 8% of panel TV market units (23% of the value) and Smart TVs, which account for 20% of unit sales (40% of the value).
Lifestyle insights from the latest research show that innovations for quality, speed and new functions are driving the significant trend to upgrades, which is sustaining sales across categories. The perpetual innovation cycle, which sees the industry continually respond to consumer demand for more from their technology, saw plenty of opportunity for consumers to upgrade with a total of 1,182 new digital camera, camcorder and media player models alone released in the period.
CDLI Report Archive
GfK Marketing Services Australia (GfK) specialises in researching and reporting on the market for Consumer Technology, IT products, Telecommunications, Office Communications, Electronic Entertainment, Household Electrical Appliances and Photographic Equipment.
About GfK Marketing Services Australia (GfK) covers all the key types of retail outlets in the listed product segments. The majority of the sales data is obtained by electronic data interchange between GfK and the major retailers. This data is collated and processed to produce actionable and timely research to key players in the market. Retail panels provide highly accurate information down to the level of individual items. This data allows decision-makers to analyse their product structure, pricing and distribution policy, and their position in relation to competitors.