Digital Photo Frames – the Christmas Gift of the Year?
In the August edition of PCRetail, GFK, a highly-respected market
research consultancy, have recently published a thought-provoking piece
about the digital photo/picture frame market. The article tries to
establish if digital photo frames really are going to be the Christmas
gift of 2007.
By examining the market trends of the last few years, GFK see if they
can foresee the future of the digital photo frame. Interestingly, the
article draws attention to the fact that:
“Six million cameras were sold in 2006, 82 percent of all mobile
phone and smartphone devices purchased so far in 2007 contain at least
one camera, while new phones entering the market are continuingly come
with improved picture quality.”
With the above facts and figures in mind, the path for digital photo
frames to enter the market were clearly firmly laid.
Christmas ‘boom products’ of late include the small photo printer, which
the article argues could of been knocked of the top sales spot by the
introduction of the digital photo frame at the end of 2005. The article
“Either way the great sales performance of digital photo frames last
Christmas came at a time unexpected to most, sales reported around 3,000
units up to September 2006. However, what then followed was a volume
explosion each month up to December when 90,000 units were sold, which
is a value of almost £1 million.”
Digital Photo Frames - Suitable in many
GFK confirm that during last year the most successful channel of
distribution for the digital photo frame was the mass merchandiser,
reaching a 46 percent volume and 52 per cent value share. However,
post-Christmas the computer shop and consumer electric store channels
started to increase their presence in the market and by May accounted
for 45 per cent and 29 per cent of total sales respectively, with the
mass merchandiser channel losing the top spot.
As the article concluded, and the author presumed, expectations remain
high for the digital photo frame in the run up to this Christmas and
with the love of photos having no boundaries Digital Frames Direct
Managing Director, Rob Austen, explains why he thinks the digital photo
frame is the next big thing:
“A lot of the digital photo frame’s popularity is because it gets
people’s photos off their PCs and out where they can enjoy them as
everyone seems to have lost the knack of having things developed. They
also allow people to a make presents very special because they can
pre-load favourite photos and personalise it to a level that most
presents can’t achieve. For many they are just a way of innovatively
showcasing their most fond memories but for those who realising its full
potential are using it for so much more, such as branded corporate
gifts, visual aids , promotional tools and even as educational devices.
In the 21st century we are continually fascinated by gadgets and gizmos
and the digital photo frame is definitely the gadget of 2007.”
Related Article: Christmas
Top Ten of PCRetail
This article was written by Hina Alvi in October 2007. She works as Media & Press Officer for
Digital Frames Direct, an
UK digital photo retailer and wholesaler.
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A Digital Photo Frame