CIPA data causes a stir

The recently released CIPA data has caused a bit of a stir. It would appear that some people are reading an overly optimistic tone into a potential blip.

Having worked in R&D and with some experience of data sets it is dangerous to look at just a few points. It maybe that people want  to look for some sort of recovery. What the CIPA data tells us though is shipments NOT sales. The data shows manufacturers managed to shift units into the supply chain.

It is not clear yet whether the supply chain will be able to move those units on to customers. My feeling is boxes are moving around without ending up where they need too.

Until there is some reliable measure of sales units the CIPA data maybe the best we have to go on. At the moment though I fear the wrong conclusions are being drawn from the wrong data.