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Cameras, Camcorders and Digital Frames - US - August 2010

This report explores the digital camera and camcorder market in the U.S. It provides insight into the external and internal factors affecting sales. Also covered are sales figures, penetration, consumer trends and what they mean for future sales, promotional campaigns and industry innovations. Specific questions that are answered in this report include, but are not limited to, the following:

  • Why are segments in decline given the popularity of digital technology and widespread interest in capturing photos and videos?
  • Which demographics are the best bet for gift purchases in the 2010 holiday season?
  • What are the best opportunities for growth when the overall market may decline further?
  • Who are the key players in the market and how are their brands perceived?
  • How are these products marketed to consumers? How could they be marketed more effectively?
  • What is the effect of smartphones on the camera market?
  • How do hobbyists and advanced amateurs affect the market and how can they be courted directly?
  • What are technological innovations in the digital still and video camera market and which are driving sales?
  • What are the most important factors to consumers choosing a camera? Where do shoppers go for advice?
  • How do race and Hispanic origin affect consumer activity in this market?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and Terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • All three segments in decline
                        • No movement in still camera penetration
                          • Camcorders see volume growth as PPU drops
                            • Frame sales peaked in ’09, but clear opportunities remain on horizon
                              • Gifting, hobbyists drive market
                                • Clear differentiation among leaders Canon, Kodak, Nikon, Sony, Flip
                                  • Striking innovation aims to support upgrades
                                    • Extensive shopping process usually ends with brand loyal purchase
                                      • More than half of teens own digital cameras
                                        • Asians deserve large targeted effort
                                        • Insights and Opportunities

                                          • Loyalty via UI
                                            • Helping hobbyists via pop-up learning centers
                                              • Figure 1: Use of virtual and in-person supplier branded photography classes, by age, April 2010
                                            • Multi-function frames
                                              • Password protected settings and photos
                                                • Social shopping for cameras
                                                  • Family bundles
                                                    • Disposable digital
                                                      • Figure 2: Recent purchase of disposable film camera, by household income, November 2008-December 2009
                                                  • Inspire Insights

                                                    • Connectivity
                                                      • Recording via cellular to the cloud
                                                        • The New Real
                                                          • Some examples
                                                            • Distributing the visual arts via AR
                                                            • Market Size and Forecast

                                                              • Market in decline since 2006
                                                                  • Figure 3: U.S. supplier sales and forecast of DSCs, camcorders and digital frames, at current prices, 2006-14
                                                                  • Figure 4: U.S. supplier sales and forecast of digital cameras, camcorders and digital frames, at inflation adjusted prices, 2006-14
                                                              • Competitive Context

                                                                • Cellphone photos and videos increasingly competitive
                                                                  • Camera and camcorder usage a mainstream activity
                                                                    • Figure 5: Phone as camera/camcorder, by age, April 2010
                                                                  • Majority still dissatisfied with camera phone quality, ease of use
                                                                    • Figure 6: Satisfaction with cell phone pictures and videos, by age, April 2010
                                                                • Segment Performance

                                                                  • Key points
                                                                    • Video shot by still cameras often “good enough”
                                                                      • Figure 7: Use of DSC for video, by age, April 2010
                                                                    • Sharp declines seen in all sectors
                                                                      • Figure 8: U.S. supplier sales and forecast of DSCs, camcorders, and photo frames, by segment, 2006-14
                                                                      • Figure 9: U.S. supplier sales and forecast of DSCs, camcorders, and photo frames, by segment, 2008 vs. 2010
                                                                  • Segment Performance—Digital Still Cameras

                                                                    • Key points
                                                                      • 2006 high water market for DSCs
                                                                        • Figure 10: U.S. sales and forecast of digital cameras, 2006-14
                                                                        • Figure 11: U.S. unit shipments and average wholesale prices for DSCs, 2005-10
                                                                    • Segment Performance—Camcorders

                                                                      • Key points
                                                                        • Volume sales aided by decreasing prices
                                                                          • Figure 12: U.S. sales and forecast of camcorders/video cameras, 2006-14
                                                                          • Figure 13: U.S. unit shipments and average wholesale prices for camcorders, 2005-10
                                                                      • Segment Performance—Digital Photo Frames

                                                                        • Key points
                                                                          • Growth ends in 2009
                                                                            • Market could rise if new functions are added
                                                                              • Figure 14: Total U.S. sales and forecast of digital photo frames, 2006-14
                                                                              • Figure 15: U.S. unit shipments and average wholesale prices for digital photo frames, 2006-10
                                                                          • Market Drivers

                                                                            • Gifting
                                                                              • Figure 16: Digital camera gifting, by age, April 2010
                                                                              • Figure 17: Digital camera gifting, by gender, April 2010
                                                                            • Hobbyists
                                                                              • Figure 18: Hobbyist activities, by age, April 2010
                                                                            • Household co-ownership limits growth
                                                                              • Figure 19: Sharing cameras with household members, by age, April 2010
                                                                            • Technology lifecycle
                                                                            • Leading Companies

                                                                              • Key points
                                                                                • Canon leads
                                                                                  • Figure 20: Brand of still cameras owned, by age, November 2008-December 2009
                                                                                • High-income respondents buy Japanese
                                                                                  • Figure 21: Brand of still cameras owned, by household income, November 2008-December 2009
                                                                                • Canon, Nikon lead DSLR sales
                                                                                  • Figure 22: Brand of digital point-and-shoot and DSLR owned, by household income, April 2010
                                                                                • Sony the camcorder leader
                                                                                  • Figure 23: Brand of camcorder owned, by age, November 2008-December 2009
                                                                                • Canon camcorders appeal to 25-44 year olds, over-$25K households
                                                                                  • Figure 24: Brand of camcorder owned, by household income, November 2008-December 2009
                                                                              • Brand Qualities

                                                                                • Ad spend
                                                                                  • Figure 25: Ad spend for leading camera and camcorder manufacturers, 2008 and 2009
                                                                                • Canon
                                                                                  • Figure 26: Canon EOS television ad, 2010
                                                                                • Digital Marketing: Room for market leader to grow social media engagement
                                                                                  • Eastman Kodak
                                                                                    • Figure 27: Kodak television ad, 2010
                                                                                  • Digital Marketing: Kodak on the ball with teens, social networking
                                                                                    • Sony
                                                                                      • Figure 28: Sony CyberShot iSweep Panerama television ad, 2010
                                                                                    • Digital Marketing: Sony not making an effort
                                                                                      • Nikon
                                                                                        • Figure 29: Nikon D500 television ad, 2009
                                                                                      • Digital Marketing: All about Ashton
                                                                                        • Flip
                                                                                          • Figure 30: Flip television ad, 2009
                                                                                        • Digital Marketing: Offering best of consumer videos on youtube
                                                                                          • Fujifilm
                                                                                            • HP Photosmart
                                                                                              • Samsung
                                                                                                • Panasonic
                                                                                                • Innovation and Innovators

                                                                                                  • Key points
                                                                                                    • Innovation in accessories
                                                                                                        • Figure 31: Spend on camera accessories, by age, April 2010
                                                                                                      • Nikon’s projector camera
                                                                                                        • Small camera, big sensor
                                                                                                          • Samsung adds an extra screen
                                                                                                            • Superzoom!
                                                                                                              • WiFi frames
                                                                                                                • Canon Hack Development Kit
                                                                                                                  • The “share” button
                                                                                                                    • Sony TransferJet promotes connectivity, brand loyalty
                                                                                                                    • Still Camera Ownership

                                                                                                                      • Key points
                                                                                                                        • Substantial opportunity in lower-income households
                                                                                                                          • Figure 32: Type of still cameras owned, by household income, November 2008-December 2009
                                                                                                                        • 25-44s lead in digital point-and-shoot penetration
                                                                                                                          • Figure 33: Type of still cameras owned, by age, November 2008-December 2009
                                                                                                                        • Women more likely to own a camera
                                                                                                                          • Figure 34: Still cameras owned, by gender, November 2008-December 2009
                                                                                                                          • Figure 35: Type of still cameras owned, by presence of children in household, November 2008-December 2009
                                                                                                                        • Multiple still camera ownership increases with age
                                                                                                                          • Figure 36: Number of still cameras owned and used, by age, November 2008-December 2009
                                                                                                                        • High-end households more likely to own and use multiple cameras
                                                                                                                          • Figure 37: Number of still cameras owned and used, by household income, November 2008-December 2009
                                                                                                                        • Digital media likely to offer better returns
                                                                                                                          • Figure 38: Ownership and awareness of DSC, camcorders, April 2010
                                                                                                                        • Ownership of M4/3 highest among 25-34s
                                                                                                                          • Figure 39: Ownership of M4/3 digital camera, by age, April 2010
                                                                                                                          • Figure 40: Ownership of M4/3 digital camera, by household income, April 2010
                                                                                                                      • Digital Frame Ownership

                                                                                                                        • Ownership highest among 25-54s
                                                                                                                          • Figure 41: Ownership of digital photo frame, by age, April 2010
                                                                                                                        • Digital frame ownership increases with income
                                                                                                                          • Figure 42: Ownership of digital photo frame, by household income, April 2010
                                                                                                                      • Camcorder Ownership

                                                                                                                        • Key points
                                                                                                                          • Two in five own a camcorder…
                                                                                                                            • Figure 43: Camcorder ownership, by age, November 2008-December 2009
                                                                                                                            • Figure 44: Camcorder ownership, by household income, November 2008-December 2009
                                                                                                                          • … but two in five camcorders use dead technology
                                                                                                                            • Figure 45: When most recent camcorder was purchased, by household income, November 2008-December 2009
                                                                                                                            • Figure 46: Type of camcorder owned, by age, November 2008-December 2009
                                                                                                                            • Figure 47: Camcorders collecting dust, by age, April 2010
                                                                                                                          • HD camcorders: Building on young parent ownership
                                                                                                                            • Figure 48: Ownership of high-definition camcorder, by age, April 2010
                                                                                                                            • Figure 49: Ownership of high-definition camcorder, by presence and number of children in household, April 2010
                                                                                                                        • Recent Purchase and Intent to Purchase

                                                                                                                          • Point-and-shoots rank lowest in intent to purchase
                                                                                                                            • Capitalizing on the impulse purchase
                                                                                                                              • Figure 50: Recent purchase and intent to purchase DSCs, camcorders, and digital frames, April 2010
                                                                                                                            • Differences by demographics in intent to purchase and recent purchase
                                                                                                                              • Men: Talking the talk, but not walking the walk
                                                                                                                                • Figure 51: Intent to purchase DSCs, camcorders, and digital frames, by gender, April 2010
                                                                                                                                • Figure 52: Recent purchase of DSCs, camcorders, and digital frames, by gender, April 2010
                                                                                                                              • Keep hiring young ad models: 18-44s more likely to plan to buy and buy
                                                                                                                                • Figure 53: Intent to purchase DSCs, camcorders, and digital frames, by age, April 2010
                                                                                                                                • Figure 54: Recent purchase of DSCs, camcorders, and frames, by age, April 2010
                                                                                                                              • Discretionary purchases enabled by discretionary income
                                                                                                                                • Figure 55: Intent to purchase DSCs, camcorders, and frames, by household income, April 2010
                                                                                                                                • Figure 56: Recent purchase of DSCs, camcorders, and frames, by household income, April 2010
                                                                                                                            • Spend

                                                                                                                              • DSC spend
                                                                                                                                • Figure 57: Cost of most recently acquired still camera, by age, November 2008-December 2009
                                                                                                                              • Camcorder spend
                                                                                                                                • Figure 58: Cost of most recent camcorder, by household income, November 2008-December 2009
                                                                                                                            • The Shopping Process

                                                                                                                              • Key points
                                                                                                                                • Capitalizing on give and take via social shopping
                                                                                                                                  • Figure 59: Attitudes towards purchasing electronics, by age, November 2008-December 2009
                                                                                                                                • Product reviews most popular research method
                                                                                                                                  • Figure 60: Factors influencing camera purchase, by age, April 2010
                                                                                                                                • Previously owned brands carry enormous advantage
                                                                                                                                  • Black box lends to belief in brand
                                                                                                                                    • DSLR lenses, filters, accessories create substantial disincentive to switch
                                                                                                                                      • Recognized brands carry more weight still with younger buyers
                                                                                                                                        • Figure 61: Brand as factor in camera purchase decision, by age, April 2010
                                                                                                                                      • DSLRs more likely to be upgrades, camcorders more likely first purchase
                                                                                                                                        • Figure 62: Brand as factor in camera purchase decision, by age, April 2010
                                                                                                                                    • Shooting and Printing

                                                                                                                                      • Digital camera owners take 50 pictures per month
                                                                                                                                        • Figure 63: Digital pictures taken in last three months, by age, November 2008-December 2009
                                                                                                                                      • Affluent snap more shots
                                                                                                                                        • Figure 64: Digital pictures taken in last three months, by household income, November 2008-December 2009
                                                                                                                                      • Retail printing competes effectively with home printing
                                                                                                                                        • Figure 65: Digital pictures printed in last 30 days, by age, November 2008-December 2009
                                                                                                                                        • Figure 66: How digital photos are printed, by presence of children in household, November 2008-December 2009
                                                                                                                                    • Kids and Teens

                                                                                                                                      • Key points
                                                                                                                                        • Teen girls as lifelong buyers
                                                                                                                                          • Figure 67: Still cameras ownership among teens, by age and gender, November 2008-December 2009
                                                                                                                                        • Two fifths of kids own cameras
                                                                                                                                          • Figure 68: Still camera ownership among children, by age and gender, November 2008-December 2009
                                                                                                                                        • Kid-friendly offerings in the digital realm
                                                                                                                                          • Figure 69: Type of still cameras owned among children, by age and gender, November 2008-December 2009
                                                                                                                                      • Impact of Race and Hispanic Origin

                                                                                                                                        • Key points
                                                                                                                                          • Asians most likely to own cameras
                                                                                                                                            • Figure 70: Still cameras owned and used, by race/Hispanic origin, November 2008-December 2009
                                                                                                                                          • Opportunities in point-and-shoot gifting in Hispanic, black communities
                                                                                                                                            • Figure 71: Type of still cameras owned, by race/Hispanic origin, November 2008-December 2009
                                                                                                                                          • Camcorder penetration highest among Asians
                                                                                                                                            • Figure 72: Camcorder ownership and when purchased, by race/Hispanic origin, November 2008-December 2009
                                                                                                                                          • Japanese brands popular with Asians, Kodak skews black
                                                                                                                                            • Figure 73: Brand of still cameras owned, by race/Hispanic origin, November 2008-December 2009
                                                                                                                                          • JVC, Panasonic popular with Hispanic camcorder owners
                                                                                                                                            • Figure 74: Brand of camcorder owned, by race/Hispanic origin, November 2008-December 2009
                                                                                                                                          • Asians spend more on still cameras
                                                                                                                                            • Figure 75: Cost of most recently acquired still camera, by race/Hispanic origin, November 2008-December 2009
                                                                                                                                          • Blacks, Asians lead in plans to purchase
                                                                                                                                            • Figure 76: Plans to purchase camera/camcorder in next six months, by race/Hispanic origin, April 2010
                                                                                                                                        • Custom Consumer: The Advanced Amateur

                                                                                                                                          • Your current customer is also your future customer
                                                                                                                                              • Figure 77: Ownership of digital camera, camcorder and digital photo frame, by ownership of each type of device, April 2010
                                                                                                                                              • Figure 78: Plans to purchase digital camera, camcorder, and digital photo frame in the next six months, by ownership of each type of device, April 2010
                                                                                                                                            • Shopping process for DSLR/M4/3 owners and buyers
                                                                                                                                              • Figure 79: Factors influencing camera purchase, by ownership and plan to purchase DSLR and M4/3, April 2010
                                                                                                                                          • Cluster Analysis

                                                                                                                                              • Point-and-Shooters
                                                                                                                                                • Characteristics:
                                                                                                                                                  • Demographics:
                                                                                                                                                    • Opportunity:
                                                                                                                                                      • Multimedia Mavens
                                                                                                                                                        • Characteristics:
                                                                                                                                                          • Demographics:
                                                                                                                                                            • Opportunity:
                                                                                                                                                              • Characteristic tables:
                                                                                                                                                                • Figure 80: Digital camera clusters, April 2010
                                                                                                                                                                • Figure 81: Camera ownership and intent to purchase, by clusters, April 2010
                                                                                                                                                                • Figure 82: Hobbyist/enthusiast activity, by clusters, April 2010
                                                                                                                                                                • Figure 83: Factors influencing camera purchase, by clusters, April 2010
                                                                                                                                                              • Cluster Demographic tables
                                                                                                                                                                • Figure 84: Digital camera clusters, by gender, April 2010
                                                                                                                                                                • Figure 85: Digital camera clusters, by age, April 2010
                                                                                                                                                                • Figure 86: Digital camera clusters, by household income, April 2010
                                                                                                                                                                • Figure 87: Digital camera clusters, by race, April 2010
                                                                                                                                                                • Figure 88: Digital camera clusters, by Hispanic origin, April 2010
                                                                                                                                                              • Cluster methodology:
                                                                                                                                                              • Appendix: Other Useful Consumer Tables

                                                                                                                                                                  • Figure 89: Cost of most recently acquired still camera, by gender, November 2008-December 2009
                                                                                                                                                                  • Figure 90: When most recent camcorder was purchased, by age, November 2008-December 2009
                                                                                                                                                              • Appendix: Forecast Methodology

                                                                                                                                                                • Appendix: Trade Associations

                                                                                                                                                                  Companies Covered

                                                                                                                                                                  • Amazon North America
                                                                                                                                                                  • American Electronics Association
                                                                                                                                                                  • Canon (USA)
                                                                                                                                                                  • Casio, Inc.
                                                                                                                                                                  • Cisco Systems, Inc.
                                                                                                                                                                  • Consumer Electronics Association
                                                                                                                                                                  • Dell Inc.
                                                                                                                                                                  • Digital Media Association (DiMA)
                                                                                                                                                                  • Eastman Kodak Company (USA)
                                                                                                                                                                  • Facebook, Inc.
                                                                                                                                                                  • Flickr
                                                                                                                                                                  • Fujifilm (USA)
                                                                                                                                                                  • Harley Davidson, Inc
                                                                                                                                                                  • Hewlett-Packard Company
                                                                                                                                                                  • Hitachi (USA)
                                                                                                                                                                  • JVC Americas Corp.
                                                                                                                                                                  • Konica Minolta Holdings, Inc
                                                                                                                                                                  • Kyocera International Inc.
                                                                                                                                                                  • Leica Camera AG
                                                                                                                                                                  • Mattel Inc.
                                                                                                                                                                  • Motorola Mobility Holdings
                                                                                                                                                                  • MySpace.com
                                                                                                                                                                  • Nestlé USA
                                                                                                                                                                  • Nikon Corp. (USA)
                                                                                                                                                                  • Olympus (USA)
                                                                                                                                                                  • Panasonic Corporation of North America
                                                                                                                                                                  • Pentax (USA)
                                                                                                                                                                  • Photo Marketing Association International
                                                                                                                                                                  • Polaroid Corporation
                                                                                                                                                                  • Research In Motion (USA)
                                                                                                                                                                  • Ricoh Company, Ltd
                                                                                                                                                                  • Royal Philips Electronics
                                                                                                                                                                  • Samsung Electronics (USA)
                                                                                                                                                                  • Sanyo North America Corporation
                                                                                                                                                                  • Sharp Electronics Corporation (USA)
                                                                                                                                                                  • Snapfish
                                                                                                                                                                  • Sony Corporation of America
                                                                                                                                                                  • Toshiba Corporation (USA)
                                                                                                                                                                  • Twitter, Inc.
                                                                                                                                                                  • U.S. Bureau of Labor Statistics
                                                                                                                                                                  • Vivitar Corporation
                                                                                                                                                                  • Walgreen Co
                                                                                                                                                                  • Walt Disney Company, The
                                                                                                                                                                  • YouTube, Inc.

                                                                                                                                                                  Cameras, Camcorders and Digital Frames - US - August 2010

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