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Press release

Growing interest in photography driving strong demand for mirrorless cameras in Thailand: GfK

Singapore, 30.08.2017

One in 10 bought a mirrorless camera in the past year; more indicated they are likely to purchase one in the next 12 months

Rising affluence and interest in capturing better quality images have been fuelling mirrorless camera sales in Thailand. According to GfK Point of Sales tracking, photography enthusiasts in the country spent nearly THB 8.9 billion on around 341,000 units of such devices in the last 12 months, and the market is expected to expand further in the coming years.

Thailand’s mirrorless camera market is the largest in Southeast Asia and has been exhibiting consecutive year-on-year double digit growth for the past five years.

According to insights from a GfK consumer study on mirrorless cameras, while 10 percent of the online population in Thailand had purchased a mirrorless camera in the past year, the intention to purchase one in the next 12 months is even higher, at 14 percent—an indication that the robust market condition is likely to continue.

“Mirrorless cameras are rising in popularity among photography enthusiasts who are interested to take high quality images as they are light, compact and easy to operate; as well as more affordable than the higher-end DSLR,” highlighted Gerard Tan, senior director, Technology Retail Tracking, GfK Asia. “It is also interesting to highlight that in Thailand, mirrorless cameras are increasingly desirable as they are akin to luxury goods, which consumers tend to acquire to achieve a certain social status.”

The consumer study revealed that two-thirds of mirrorless camera users are within the age range of 18 – 35 years of age, and three-fifth of those who have the intention to purchase also fall within this age bracket.

“GfK’s Connected Asian Consumers study conducted last year reported Thailand to have the second highest percentage (82 percent) of people using social apps across Asia Pacific. These days, the current trend in Thailand amongst young people, is using their mirrorless cameras to snap photos and directly share on social media,” noted Tan.

The GfK study also surveyed existing users of major mirrorless camera brands such as Sony, Canon, Fujifilm and Olympus to understand their path to purchase, usage and attitudes towards the gadget. Nearly two in five (19 percent) considered online customer reviews as the most important source of information when they researched mirrorless camera. However, nearly a quarter (23 percent) of them said that their final decision on which brand and model to purchase was largely contributed by browsing in-store.

“It is interesting to note the significant difference in attitudes and behavior exhibited by the different brands’ users and intenders, which are clearly revealed in the study,” observed Tan. “Such insights are crucial to equip brands with valuable research insights on their shoppers’ purchase journey, as well as empower them to optimize their omnichannel strategy to address consumer needs”, concluded Tan.


About the study

The Mirrorless Camera Path to Purchase Survey was conducted in Thailand from June - July 2017.


The online survey was completed by 540 respondents between 18 - 55 years of age who purchased a mirrorless camera such as Sony, Fujifilm, Canon and Olympus in the past 12 months. The survey also included those who intend to purchase one in the next 12 months. 

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