Sales boost proves Aussies love their tech

David Braue
6 April, 2009
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It’s official: recession or no recession, Australians are addicted to gadgets.

So says the latest canon Consumer Digital Lifestyle Index (CDLI), a survey of Australian retail sales compiled by retail specialist firm GfK Australia on Canon’s behalf. The latest CDLI found that Australians spent $3.296b on consumer electronics products during the second half of 2008 – approximately $300m of which can be directly attributed to sales of the iPhone 3G, if online reports are correct.

Citing continuing strong sales of digital still camera, games consoles, digital media players and flat screen TVs, the survey reported unit growth had increased by 20% over 2007 to 8.47m units total, with revenues totaling $3.296b reflecting a 14% increase compared with the previous year. This is four times the 3.3% growth rate of Australia’s overall retail market.

Digital still cameras were the second largest category in the report, with unit sales increasing by 317,000 or 23% year-on-year. This put digital cameras just behind digital media players, another stronghold of Apple’s market. Yet digital SLRs were growing even faster, with sales growing 83% quarter on quarter and 52% year on year.

Interestingly, the market had some distinct losers. These included DVD players, DVD recorders, single-function inkjet printers and photo printers. Average selling prices fell in 9 of the 11 product categories covered by the CDLI, with an average decline of around 8% compared with the same period a year earlier.

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