Canon has been ranked the No. 1 brand in Australia for the total digital camera market in 2010, owing to the popularity of its IXUS and PowerShot compact camera and EOS digital SLR (DSLR) camera brands. Canon has claimed the No.1 camera market position for the fourth straight year, holding the lead with 19% volume (units) share and 31% value share for 2010, according to GfK retail audit data.^*1

GfK data ranks Canon at the top of the DSLR market in 2010 with 56% volume share and 59% value share, 6-point increase in units and 5-point increase in value compared to 2009.^*2 Canon also held the No. 1 position in the fixed lens market (compact cameras) with 16% volume and 21% value share.^*3

The award coincides with Canon’s achievement this month of its 50,000th member of the ground-breaking World of EOS photographic website. Designed to inspire, develop and challenge photographers of all levels around creative photography, the website has received 5.97 million unique visitors in 2010 alone.

“We’re very pleased that in a year that brought some challenging business conditions and fierce competition, Canon’s Digital SLR and compact cameras continue to remain the people’s choice in Australia,” said Jason McLean, Director -- Canon Consumer Imaging, Canon Australia. “In value terms, almost one in every three dollars spent on a camera in Australia in 2010 was spent buying a Canon, which is a significant achievement.”^*4

“Canon’s heavy global investment in developing the highest-quality products coupled with our locally driven programs to add value to the retail and consumer experience have delivered enduring growth for our camera business,” added McLean.

Canon’s General Manager of Sales and Customer Leadership Brydie York says that the potential for future growth is strong: “While the compact market is a mature one, there’s healthy growth with consumers upgrading more quickly than ever before. Expectations around high image quality, creative expression and capturing true-to-life images effortlessly continue to influence consumers to upgrade to the latest technology, and this is where Canon stands out in the buyer’s mind.”

“Our retail partners play a crucial role in Canon’s continued success and the recent ‘Jet with Canon’ in-store promotion contributed to increasing Canon’s market share of the total digital camera category by 4 percentage points in value terms during the key selling period of December.^*5

“While achieving number No.1 is a great result, we see market share as an outcome of everything else we do and not a strategic driver,” said York. “We’re focused on making meaningful contributions to the categories we participate in and take our leadership role very seriously. The challenge for us is to continue to innovate and build engaging programs that enhance the retail experience and drive consumer loyalty.”

1. GfK Retail and Technology Australia, Digital Still Cameras, retail sales units and value Jan to Dec 2010 (excludes internet and online channels)

2. GfK Retail and Technology Australia, Digital Still Cameras -- With Changeable lens - DSLR, retail sales units and value Jan to Dec 2010 (excludes internet and online channels)

3. GfK Retail and Technology Australia, Digital Still Cameras -- Fixed Lens, retail sales units and value Jan to Dec 2010 (excludes internet and online channels)

4. GfK Retail and Technology Australia, Digital Still Cameras, retail sales value Jan to Dec 2010 (excludes internet and online channels)

5. GfK Retail and Technology Australia, Digital Still Cameras, retail sales value Dec 2009 vs. Dec 2010 (excludes internet and online channels)