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Who Buys Source

Profiling adults 18+ who purchased a digital camera or any type of camcorder in the last 12 months:
 

GfK MRI, 2010

Of those adults 18+ who bought a digital camera in the last year, 52.3% were women and 47.7% were men.
 

GfK MRI, 2010

Of those adults 18+ who bought a camcorder in the past year, 46.8% were women and 53.2% were men.

GfK MRI, 2010

Adults 18+ who bought a digital camera in the past year, by age group: 18-24, 12.0%; 25-34, 23.4%; 35-44, 24.0%; 45-54, 20.7%; 55-64, 12.7%; 65+, 7.2%.

GfK MRI, 2010

Adults 18+ who bought a camcorder in the past year, by age level: 18-24, 13.1%; 25-34, 24.1%; 35-44, 32.9%; 45-54, 19.0%; 55-64, 6.3%; 65+, 4.6%.

GfK MRI, 2010

Adults 18+ who purchased a digital camera in the previous year, by income bracket: $100,000+, 35.4%; $75-99,999, 18.6%; $60-74,999, 12.4%; $50-59,999, 7.8%; $40-49,999, 8.3%; $30-39,999, 7.2%; $20-29,999, 5.5%; under $20,000, 4.8%.

GfK MRI, 2010

Adults 18+ who bought a camcorder in the past year, by income level: $100,000+, 31.7%; $75-99,999, 21.0%; $60-74,999, 9.0%; $50-59,999, 8.0%; $40-49,999, 9.3%; $30-39,999, 7.1%; $20-29,999, 6.2%; under $20,000, 7.6%.

GfK MRI, 2010

Adults 18+ who bought a digital camera in the past year, by region: Northeast, 17.6%; Midwest, 24.8%; South, 33.5%; West, 24.1%.

GfK MRI, 2010

Adults 18+ who bought a camcorder in the past year, by region: Northeast, 19.1%; Midwest, 20.5%; South, 33.2%; West, 27.2%.

GfK MRI, 2010

Adults 18+ who purchased a digital camera in the last year, by race: White, 81.9%; Black, 5.9%; Other, 12.2%; Hispanic origin, 11.0%.

GfK MRI, 2010

Adults 18+ who bought a camcorder in the past year, by race: White, 70.8%; Black, 10.2%; Other, 19.0%; Hispanic origin, 19.0%.

GfK MRI, 2010

Adults 18+ who purchased a digital camera in the past year, by marital status: Single, 23.3%; married, 64.8%; separated/widowed/divorced, 11.9%.

GfK MRI, 2010

Adults 18+ who bought a camcorder in the past year, by marital status: Single, 19.8%; married, 72.4%; separated/widowed/divorced, 7.8%.

GfK MRI, 2010

Research by the Photo Marketing Association concluded that women accounted for 58% of digital still camera purchases in 2007 (up from just over 40% in 2004), and 65% of digital camera primary users are female. For buyers of digital single-lens reflex cameras, the ratio of male/female buyers in 2007 was 50/50.

Photo Marketing Association International, 2008

According to research by the Photo Marketing Association, households where the head was between 45 and 54 years old were the most likely age segment to purchase cameras or camcorders in 2007, and they were the most likely to spend the most. Younger households where the head was under 35 were next in terms of likelihood of purchasing, but they spent less on average than any other age group.

Photo Marketing Association International, 2008

Based on 2008 research by The NPD Group, 17% of households with incomes over $100,000 own a digital single-lens reflex camera, as do 8% of households with incomes under $100,000.

The NPD Group, 2008

According to the Photo Marketing Association, households where children were present were more likely than childless households to buy new cameras or camcorders in 2007, especially when the children were between 6 and 12 years old. While this segment was most likely to purchase a camera, they spent less money on average.

Photo Marketing Association International, 2008

Based on a study by the Photo Marketing Association, households earning between $50,000-$74,999 or above $75,000 were more than twice as likely as households earning below $25,000 to purchase new cameras or camcorders in 2007. On average, lower income households also spent 50% less on the items they bought.

Photo Marketing Association International, 2008

Sixty percent of U.S. households that own digital cameras made prints of their images in 2007, including 62% of females and only 50% of males. By age, 64% of individuals ages 25-34 and 62% of those ages 35-44 made prints, compared to just 52% of those under 25.

Photo Marketing Association International, 2008

A 2008 survey by Vertis Communications showed that 21% of Hispanic adults were planning to buy a digital camera within the next year, compared with 18% of non-Hispanics.

Marketing Daily, 2008

When They Buy Source

According to research by the Photo Marketing Association, the replacement period for digital cameras is 3.8 years. Less than 20% of households who purchased their most recent digital camera as a replacement had their previous camera for more than five years.

Photo Marketing Association International, 2008

Why They Buy Source

According to a 2008 survey by J.D. Power and Associates, the four factors that most determine satisfaction among digital camera owners are picture quality, performance, ease of operation, and appearance/styling.

J.D. Power and Associates, 2008

Based on a 2008 study by J.D. Power and Associates, digital single-lens reflex camera owners take the most photos in a typical month, averaging 454 images, followed by premium point-and-shoot owners (159 images), ultra-slim digital owners (96), and standard point-and-shoot digital camera owners (83).

J.D. Power and Associates, 2008

What digital camera owners do with their digital images (multiple answers): Give/send them to family or friends, 79%; put them in albums at home, 60%; put them in frames at home or office, 56%; keep them in envelopes/boxes or elsewhere in the home, 35%; other, 9%.

Photo Marketing Association International, 2008

According to a 2008 survey by InfoTrends, a majority of the respondents who own both a digital still camera and a camera phone reported that their DSC usage (pictures taken, saved and printed) has stayed the same or increased since they acquired a camera phone. In addition, more than 60% of consumers who own a camera phone but not a digital camera said that camera phone ownership would have no impact on their future still-camera-buying decisions.

TWICE Magazine, 2008

Research by the Photo Marketing Association determined that 19% of U.S. households uploaded pictures in a social network in 2007, with 66 being the average number of pictures uploaded. Fifty-nine percent of households with heads under the age of 30 uploaded to a social network in 2007, compared to only 5% of those 60 years and over.

Photo Marketing Association International, 2008

How They Buy Source

The average price of a digital single-lens reflex camera in the first half of 2008 was $942, compared to an average price of $181 for a point-and-shoot camera.

The NPD Group, 2008

Sales of digital single-lens reflex cameras priced below $600 accounted for 23% of all DSLR sales in 2007, up from 9% in 2006.

The NPD Group, 2008

How digital cameras were purchased in 2007: First camera (not a replacement), 23.9%; replacement for other digital camera, 37.0%; additional purchase (not a replacement), 39.1%.

Photo Marketing Association International, 2008

Accoding to a 2008 survey by J.D. Power and Associates, Internet product and review sites serve as the most frequently used research resource by digital camera customers, followed by information/recommendations from family and friends, print reviews, and in-store salespeople.

J.D. Power and Associates, 2008

As of July 2008, the average online print prices for various formats: 4x6, 15 cents; 5x7, 89 cents; 8x10, $2.86; 11x14, $6.96.

Photo Marketing Association International, 2008

Average prices paid for memory cards in 2007, by size (with change from 2006 in parentheses): 128mb, $30 (+7%); 256mb, $33 (+6%); 512mb, $32 (-6%); 1GB+, $32 (-33%).

Photo Marketing Association International, 2008

What They Buy Source

Unit share of digital camera sales for 2007, by resolution category: Below 6 megapixels, 11%; 6-6.9 megapixels, 17%; 7-7.9 megapixels, 47%; 8-8.9 megapixels, 19%; 9-9.9 megapixels, 0%; 10 or more megapixels, 7%.

The NPD Group, 2008

Share of analog camera unit sales for 2007, by system: 35mm SLR, 23%; 35mm lens shutter, 50%; Instant, 23%; APS lens shutter, 1%; other, 2%.

The NPD Group, 2008

Share of single-use camera unit sales for 2007, by type: 35mm, 88%; APS, 12%.
 

The NPD Group, 2008

According to a 2008 study by Market Insight Corp., percentage of male shoppers who expressed a preference for the following brands of digital cameras: Canon, 23.4%; Nikon, 15.3%; Sony, 10.6%; Olympus, 7.9%; Panasonic, 5.8%; Fujifilm, 4.2%; Kodak, 3.5%; Samsung, 1.5%.

TWICE Magazine, 2008

Based on a 2008 survey by Market Insight Corp., percentage of female shoppers who expressed a preference for the following brands of digital cameras: Canon, 21.9%; Nikon, 12.6%; Sony, 9.9%; Olympus, 8.1%; Kodak, 5.3%; Panasonic, 4.7%; Fujifilm, 4.1%; Samsung, 1.3%.

TWICE Magazine, 2008

According to research firm IDC, overall market share of the top-selling brands of digital cameras in 2007: Canon, 23%; Sony, 18%; Kodak, 16%; Nikon, 8%; Olympus, 6%.

TWICE Magazine, 2008

For the third straight year, Canon owned a 23% market share of digital camera sales in 2007 (up from 19% in 2006). Sony claimed the second biggest market share in 2007 at 18%, followed by Kodak (16%), Nikon (9%) and Olympus (6%).

TWICE Magazine, 2008

Sales of flash-based camcorders jumped 150% in the first half of 2008, accounting for 42% of the overall camcorder market (up from 13% in the first half of 2007).

The NPD Group, 2008

According to a 2008 survey conducted by Circuit City, 99% of American moms say they preserve family memories in some way. Forty-eight percent prefer to use a camera, 2% prefer and camcorder, and 49% indicate that they use both devices.

PR Newswire, 2008

A 2008 J.D. Power and Associates survey found that weatherproofing/waterproofing and additional internal memory capacity are the features that digital camera owners would most like in their next camera.

J.D. Power and Associates, 2008

Of those photo-quality printers purchased in 2007, large-format printers (those with a maximum print size of 8x10 and 11x17 or larger) accounted for 79% of sales.

Photo Marketing Association International, 2008

Eleven percent of all U.S. households owned a digital photo frame in 2007, almost double the the number from the previous year.

Photo Marketing Association International, 2008

Of those consumers who regularly have prints made at a retail store, the average number of times they visit the location is seven per year, with an average order of 13 prints per trip.

Photo Marketing Association International, 2008

In 2008, 23% of digital single-lens reflex camera buyers, 17% of premium point-and-shoot digital camera owners, 16% of ultra-slim digital camera buyers and 13% of point-and-shoot digital camera owners purchased an extended warranty when buying their cameras.

J.D. Power and Associates, 2008

According to research by the Photo Marketing Association, based on number of users and number of pictures uploaded on a given day, the most popular camera phones are the Apple iPhone, Nokia N95, Nokia N73, Sony Ericsson K800i and the Nokia N82.

Photo Marketing Association International, 2008

Where They Buy Source

Ritz Camera Centers ranks as the largest photo-specialty chain in the U.S., with more than 1,200 stores nationwide. Ritz outlets provide one-hour photofinishing, cameras, film, and related photographic and optical products and services. In addition to the Ritz brand, the company's stores also operate under the Wolf Camera, Kits Camera, Inkley's and The Camera Shop names.

Hoover's, 2008

MOTO Franchise Corp. franchises approximately 90 photo development outlets in 20 states and the District of Columbia, offering 1-hour photofinishing and other services such as enlargements and digital reproductions. Its stores also sell supplies, frames, albums and other photo-related gifts, while some even feature portrait studios.

Hoover's, 2008

Based on research by The NPD Group, digital camera sales through photo specialty stores increased 7% in dollars and 9% in units from January-May 2008. During the same time frame, the overall digital camera market was down 0.4% in dollar sales while increasing 6.5% in units sold.

The NPD Group, 2008

For the 12-month period ending July 2008, where prints of digital photos were made: Home (on a computer or special printer), 32.2%; order sent to minilab, 23.7%; ordered online and received via mail, 16.7%; printed instantly on a kiosk, 14.7%; ordered online and picked up at retail location, 11.7%; other (at workplace, etc.), 1.0%.

Photo Marketing Association International, 2008

An estimated 19% of digital cameras purchased from specialty camera stores were obtained through the stores' websites in 2007, up from 15% in 2006. The percentage of cameras purchased through electronics/video stores' websites was approximately 10% in both 2007 and 2006.

Photo Marketing Association International, 2008

A 2008 survey by The NPD Group showed that 50% of both point-and-shoot digital camera buyers and digital single-lens reflex owners made a camera accessory purchase in the months following their intial camera purchase. However, only 17% of point-and-shoot customers and 27% of DSLR owners bought these accessories from the same retailer where they obtained their camera.

The NPD Group, 2008

Business Trends Source

Unit sales of digital single-lens reflex cameras increased 38% in 2007, while revenue was up 25%. Point-and-shoot digital camera unit sales climbed 12% in 2007, although revenues were off 1%. However, point-and-shoot digital models accounted for 94% of the units sold,and 76% of dollar sales during the year.

The NPD Group, 2008

Through the first seven months of 2008, unit sales percentage increases/decreases for the following categories of digital cameras (when compared to 2007), by category: Below 6 megapixels, -73%; 6-6.9 megapixels, -72%; 7-7.9 megapixels, -29%; 8-8.9 megapixels, +309%; 9-9.9 megapixels, +1,062%; 10 or more megapixels, +175%.

Photo Marketing Association International, 2008

Sales of flash memory cards were up 27% in units in 2007, although the dollar value was down by 9%, due primarily to a 28% drop in average selling price.

The NPD Group, 2008

According to The NPD Group, total digital camera sales increased 6% in units while declining 1% in revenue through the first six months of 2008. Point-and-shoot camera sales rose 5% in units but dropped 8% in revenue, while DSLR unit sales climbed 23% and dollars increased 20%. DSLR models accounted for 30% of total digital camera dollar sales in the first half of 2008, but just 8% of units sold.

The NPD Group, 2008

Sales of camera accessories (including items such as lenses, batteries, camera cases, kits, filters, flash units and tripods) grew 37% in 2007. Meanwhile, sales of digital picture frames jumped 361% in unit sales and 314% in revenue. 

The NPD Group, 2008

According to the Photo Marketing Association, 16% of U.S. households obtained a new camera or camcorder in 2007. Of this group, 10% purchased the item for themselves, while 5% bought it as a gift. The remaining 1% received the camera or camcorder for free. Of digital cameras that were obtained, almost two-thirds were purchased for self-use.

Photo Marketing Association International, 2008

The number of prints made from digital cameras is predicted to rise to 16.3 billion in 2008, up from 11.5 billion in 2006 and 5.5 billion in 2004. Meanwhile, the number of traditional prints is expected to drop to 5.8 billion in 2008, down from 13.4 billion in 2006 and 22.3 billion in 2004.

Photo Marketing Association International, 2008

A 2008 study by The NPD Group determined that household penetration of digital cameras had reached 76%.

The NPD Group, 2008

Misc Source

According to the 2008 Digital Camera Usage and Satisfaction Study by J.D. Power and Associates, brands earning the highest scores for the four different body-style segments: Standard Point-and-Shoot segment -- 1. Fujifilm Finepix S Series; 2. Kodak V Series. Premium Point-and-Shoot segment -- 1. Canon PowerShot G Series; 2. Lumix (Panasonic) DMC-TZ Series. Ultra-Slim segment -- 1. Sony Cyber-Shot T Series; 2. Casio Exilim Zoom Series. Digital Single Lens Reflex segment -- 1. Canon EOS Digital SLR; 2. Nikon D Series.

J.D. Power and Associates, 2008

A total of 8.8% of U.S. households made photo books in 2007, up from 7.3% in 2006.

Photo Marketing Association International, 2008