NPD INTELECTÒ REPORTS
PC CAMERA SALES INCREASE DRAMATICALLY AS CATEGORY GOES MAINSTREAM
Discount Channel Drives the Trend in PC Camera
Sales
PORT WASHINGTON, NY, December 20, 2000 - Today more and
more people are using video conferencing in place of speaker phones.
Driving this change is the growing popularity of the PC camera, a
still-video camera that operates only while connected to a PC.
According to leading marketing information provider NPD INTELECTÒ
Market Tracking, from January to October 2000 PC cameras sold more
than 1.3 million units through retail, discount, photo specialty,
electronic specialty, computer and office superstores, and mail
order channels. This represents a 222% increase over the first 10
months of the prior year, when sales totalled just over 425,000
units.
According to NPD INTELECTÒ, discount
stores captured much of the growth. The discount channel saw a 589%
hike in unit sales and a 411% increase in dollar sales during the
January through October period. These sales gains were a result of
the category going mainstream.
NPD INTELECTÒ data show that the
leading brand in the discount channel was Intel. The company took an
enormous chunk of the pie, representing 81% of units sold and 84.6%
of dollars spent for the time period January through October 2000.
Intel’s sales of PC cameras in the discount channel were up 1,135%
for this period.
The dramatic increase in PC camera sales was stimulated by a 26%
price decrease across all channels for the category. According to
NPD INTELECTÒ Market Tracking, the
average price of a PC camera slipped from $103 for January through
October 1999 to $75 for the same time period 2000.
The top three brands across all channels in October 2000 were
Logitech, Intel, and IBM. These three companies represent 75% of the
PC camera industry in unit volume. Logitech took the top spot,
claiming 36.3% in unit share and 33.9% in dollar share. Intel placed
second in units (22.5%) and dollars (28.3%), followed by IBM, which
had 15.9% of units and 8.8% of dollars. Though 3Com sold fewer units,
its higher-priced PC camera models helped the company garner fourth
place in dollars.
Top 5 PC Camera Brands by Unit Share: All Channels*
October 2000
|
RANK |
BRAND |
UNIT SHARE (%) |
AVERAGE PRICE |
|
1 |
LOGITECH |
36.3% |
$65 |
|
2 |
INTEL |
22.5% |
$88 |
|
3 |
IBM |
15.9% |
$39 |
|
4 |
EZONICS |
6.1% |
$73 |
|
5 |
D-LINK SYSTEMS |
5.3% |
$32 |
*Channels include mass retailers/discount stores, computer/office
superstores, electronics specialty stores, photo specialty stores,
and computer mail order.
Top 5 PC Camera Brands by Dollar Share: All
Channels*
October 2000
|
RANK |
BRAND |
DOLLAR SHARE (%) |
AVERAGE PRICE |
|
1 |
LOGITECH |
33.9% |
$65 |
|
2 |
INTEL |
28.3% |
$88 |
|
3 |
IBM |
8.8% |
$39 |
|
4 |
3COM |
6.4% |
$142 |
|
5 |
EZONICS |
6.4% |
$73 |
*Channels include mass retailers/discount stores, computer/office
superstores, electronics specialty stores, photo specialty stores,
and computer mail order.
|
