2nd October, 2006 – Sales of digital cameras in the UK have broken the 20 million barrier for the first time, reports leading market research firm GfK. Introduced in 1997, two thirds of all households now own a digital camera. The market is worth almost £1 billion annually, with 3.3 million digital cameras sold this year already.

The market is far from saturated and GfK can report rapid growth in the additional and replacement market as consumers either trade-up and replace their old Digital Camera or buy an additional piece of equipment.

However, despite more feature packed cameras with greater pixel resolution, manufacturers and retailers are finding it difficult to increase the price of a camera. In fact, since 1997, the average price of a Digital Camera has fallen from £464 to £169.