Industry analysts InfoTrends/CAP Ventures has reported that unit sales of digital cameras in North America hit a high of 22.2 million in 2004, and the number is continuing to rise. Although the pace at which the market is growing has slowed to 16% from 27%, the market is expected to reach 26 million units this year. Household penetration is also set to rise above half for the first time, at 55%. One of the biggest growth sectors is DSLRs. InfoTrends/CAP Ventures expects the consumer DSLR market to grow 81% in 2005. Research also shows that the market has matured greatly since the introduction of digital cameras nearly 10 years ago, and that by the end of this decade nine out of 10 buyers will be previous owners.