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Digital Cameras - UK - May 2012

“As newer technology continues to improve the specifications of top-end equipment, these measurements will become meaningless to consumers best served by less expensive, middle-of-the-field devices. Camera manufacturers must choose to either invest in a web service that complements captured photos or video, or to focus on including new, innovative hardware capabilities and modifications, to retain consumer interest.”

– Samuel Gee, technology analyst

  • How long can cameras rely on technical specifications to sell?
  • Do mirrorless cameras represent the future of interchangeable-lens devices?
  • Is it possible to reverse the replacement culture?
  • How much of a value add can web services be?

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Table of contents

  1. Introduction

      • Definitions
        • Figure 1: Camera definitions
      • Abbreviations
      • Executive Summary

          • The market
            • Figure 2: forecast value of digital camera market, 2006 – 16
            • Figure 3: Forecast value of the digital camcorder market 2006-2016
          • Market factors
            • Divergent device categories offer more choice
              • Online storage lockers are popular
                • Smartphones may overrun the market through numbers alone
                  • The consumer
                    • How do consumers take pictures and video?
                      • Figure 4: How consumers capture photo or video, February 2012
                    • Device ownership
                      • Figure 5: Types of cameras owned by consumers, and when they were purchased, February 2012
                    • Camera purchasing motivations
                      • Figure 6: Reasons behind the purchase of consumers’ digital cameras, February 2012
                    • Camcorder purchasing motivations
                      • Figure 7: Reasons behind the purchase of consumers’ digital camcorders, February 2012
                    • Attitudes towards photo and video taking
                      • Figure 8: Attitudes towards smartphones, digital cameras and digital camcorders, February 2012
                    • What do consumers do with photos and videos?
                      • Figure 9: What consumers do with photos and video once taken, February 2012
                    • Digital camera and camcorder targeting opportunities
                      • Figure 10: Target groups, February 2012
                    • What we think
                    • Issues in the Market

                        • How long can cameras rely on technical specifications to sell?
                          • Do mirrorless cameras represent the future of interchangeable-lens devices?
                            • Is it possible to reverse the replacement culture?
                              • How much of a value add can web services be?
                              • Future Opportunities

                                • Trend: Life Hacking
                                  • Trend: Re-Teching the Past
                                  • Internal Market Environment

                                    • Key Points
                                      • Over half of consumers owned a digital camera in 2011
                                        • Figure 11: Number of consumers who own a digital camera or camcorder, 2009-11
                                        • Figure 12: Number of consumers who purchased a digital camera or camcorder, 2009-11
                                      • Purchase of middle-range devices falls
                                        • Figure 13: Change in cost of consumers’ most recently purchased digital camera, 2009-11
                                      • New camera device categories predicted to show growth
                                        • Figure 14: Share of interchangeable-lens volume sales taken by mirrorless cameras across global territories, Q3 (July-September) and Q4 (October-December) 2011
                                      • Bridge cameras grow in 2011, though compacts most popular
                                        • Figure 15: Type of cameras owned, 2009-11
                                      • Financial difficulties across the board for camera manufacturers
                                        • Eastman Kodak
                                          • Olympus Corporation
                                            • Cisco Systems Inc
                                              • Smartphone penetration up
                                                • Figure 16: Smartphone ownership, November 2009-February 2012
                                                • Figure 17: Camera and camcorder functionality of the Apple iPhone range of smartphones, 2008-11
                                              • Online photo storage lockers remain popular
                                                • Figure 18: The top ten photo-related websites, by unique monthly visitors, April 2009-March 2012
                                                • Figure 19: Purpose of top ten most visited photo-related websites, March 2012
                                              • Hybrid devices on the way
                                              • Broader Market Environment

                                                • Key Points
                                                  • Consumer confidence remains low
                                                    • Figure 20: GfK NOP Consumer Confidence Index, January 2008-March 2012
                                                  • Online penetration grows
                                                    • Figure 21: Broadband penetration, by gender and age, 2004-11
                                                  • Families forecast to grow
                                                    • Figure 22: Forecast adult population trends, by lifestage, 2006-16
                                                • Competitive Context

                                                  • Key Points
                                                    • Smartphones continue to sell well
                                                      • Figure 23: iPhone shipments worldwide, Q3 2007-Q1 2012
                                                      • Figure 24: Daily activations of Android devices, December 2010-December 2011
                                                    • Smartphone cameras are often below a point-and-shoot device specifications
                                                      • Figure 25: Camera quality of the ten most popular smartphone models and the ten most popular P&S camera models, according to amazon.co.uk, March 2012
                                                    • Smartphones cannot match dedicated device innovation quality
                                                      • Editing software and connectivity also boost smartphone popularity
                                                        • Figure 26: Fastest-growing app categories, October 2011-March 2012
                                                        • Figure 27: Estimated* number of Instagram users and submitted photos, October 2011-April 2012
                                                        • Figure 28: Devices used to take photos uploaded to Flickr, May 2011-April 2012
                                                    • Who’s Innovating?

                                                      • Key Points
                                                        • Nokia releases 41MP smartphone camera
                                                          • Lytro allows users to refocus images after taking
                                                            • Figure 29: The same photo with the area focus changed by Lytro, post-capture
                                                          • Samsung camera allows uploading straight to the cloud
                                                            • Sony releases Bloggie camera for instant sharing
                                                            • Market Size and Forecast

                                                              • Key Points
                                                                • Camera and camcorder sales in persistent decline
                                                                  • Figure 30: Digital camera value and volume sales, 2006-2016
                                                                  • Figure 31: Digital camcorder value and volume sales, 2006 – 2016
                                                                • Forecasts
                                                                  • Figure 32: forecast value of digital camera market, 2006 – 16
                                                                  • Figure 33: forecast volume sales of digital cameras, 2006-2016
                                                                  • Figure 34: Forecast value of the digital camcorder market 2006-2016
                                                                  • Figure 35: forecast value of digital camcorder volume sales, 2006-2016
                                                                • Forecast methodology
                                                                • Market Segmentation and Share

                                                                  • Key Points
                                                                    • Camcorder market mostly static
                                                                      • Figure 36: Camcorder manufacturer market share, 2008-2011
                                                                      • Figure 37: Digital camera manufacturer market share, 2008 – 2011
                                                                    • Consumers prefer higher quality photo/video capture
                                                                      • Figure 38: Digital camcorder volume sales, by high definition vs standard definition devices (outer ring) and digital cameras volume sales, by DSLR vs compact devices (Inner ring – mirrorless and bridged categories not shown), 2010
                                                                  • Channels to Market

                                                                    • Key Points
                                                                      • High street chains suffer
                                                                        • Figure 39: Locations consumers have purchased digital cameras or camcorders from, 2009-11
                                                                      • Fight to maintain consumer interest may result in increased sales
                                                                        • High street stores shift camcorder focus online
                                                                        • Companies and Products

                                                                            • Major companies
                                                                              • Nikon Corporation
                                                                                • Panasonic
                                                                                  • Canon
                                                                                    • Smaller companies
                                                                                      • Casio Computer Company
                                                                                        • Samsung Group
                                                                                          • Fujifilm Holdings Corporation
                                                                                            • Victor Company of Japan (JVC)
                                                                                              • Olympus Corporation
                                                                                                • Pentax Ricoh Imaging Company
                                                                                                  • Sony Corporation
                                                                                                  • Brand Communication and Promotion

                                                                                                    • Key Points
                                                                                                      • Mirrorless spend increases dramatically
                                                                                                        • Figure 40: Adspend on cameras and camcorders, by device category, 2007-11
                                                                                                      • Disproportionate adspend against top product lines
                                                                                                        • Figure 41: Adspend for camera/camcorder devices/ranges that totalled more than £1 million, 2007-11
                                                                                                      • Nikon spend increases dramatically
                                                                                                        • Figure 42: Top five advertisers, by total camera and camcorder adspend, 2007-11
                                                                                                      • TV spend increases dramatically
                                                                                                        • Figure 43: Adspend for cameras and camcorders, by media type, 2007-11
                                                                                                    • How Do Consumers Capture Photo And Video?

                                                                                                      • Key Points
                                                                                                        • Only one in ten exclusively use smartphones
                                                                                                          • Figure 44: How consumers capture photo or video, February 2012
                                                                                                        • Lack of interest in pocket camcorders does not bode well
                                                                                                          • Video capture altered by presence of younger children
                                                                                                          • Device Ownership

                                                                                                            • Key Points
                                                                                                              • Six in ten compact cameras purchased over a year ago
                                                                                                                • Figure 45: Types of cameras owned by consumers, and when they were purchased, February 2012
                                                                                                              • 25-34-year-olds most likely to own all models except compact
                                                                                                                • Figure 46: Types of camera owned, by age, February 2012
                                                                                                              • SLR ownership raises with income
                                                                                                                • Figure 47: Types of camera owned, by gross average household income, February 2012
                                                                                                              • Children prompt digital camcorder purchase
                                                                                                                • Figure 48: Types of camera owned, by presence of children in household, February 2012
                                                                                                              • A third of those who only use smartphones own a digital camera
                                                                                                                • HD camcorder owners less likely to exclusively use dedicated devices
                                                                                                                • Camera Purchasing Motivations

                                                                                                                  • Key Points
                                                                                                                    • A third of all device purchases are gifts
                                                                                                                      • Figure 49: Reasons behind the purchase of consumers’ digital cameras, February 2012
                                                                                                                    • Younger consumers could be targeted with hands-on gift days
                                                                                                                      • Younger, urban consumers the best bet for mirrorless sales
                                                                                                                      • Camcorder Purchasing Motivations

                                                                                                                        • Key Points
                                                                                                                          • Camcorder sales holiday-driven
                                                                                                                            • Figure 50: Reasons behind the purchase of consumers’ digital camcorders, February 2012
                                                                                                                          • Men more likely to replace camcorders when broken
                                                                                                                            • Younger consumers have an interest in video capture
                                                                                                                              • Pocket camcorders appeal to ‘amateur professionals’
                                                                                                                              • Attitudes towards Photo and Video Taking

                                                                                                                                • Key Points
                                                                                                                                  • Memory card connectivity improvements may spur sales
                                                                                                                                    • Figure 51: Attitudes towards smartphones, digital cameras and digital camcorders, February 2012
                                                                                                                                    • Figure 52: Attitudes towards using smartphones, digital cameras and digital camcorders, February 2012
                                                                                                                                  • Four in ten find smartphones easier to use
                                                                                                                                    • Half of consumers think sharing is easier from a smartphone
                                                                                                                                      • More younger consumers than older concerned about security/privacy
                                                                                                                                        • Preference for screen-based photos not related to social media use
                                                                                                                                          • HD camcorder owners disillusioned with device longevity?
                                                                                                                                            • Figure 53: Ownership of a digital HD camcorder, by consumer attitudes towards cameras, camcorders and smartphones, January 2012
                                                                                                                                        • What do Consumers do with Photos and Videos?

                                                                                                                                          • Key Points
                                                                                                                                            • Photos considerably easier to move than video
                                                                                                                                              • Figure 54: What consumers do with photos and video once taken, February 2012
                                                                                                                                            • Blog owners most likely to edit photos
                                                                                                                                              • Uploading straight from devices needs to be seamless
                                                                                                                                                • Video uploaders more likely than photo uploaders to focus on quality
                                                                                                                                                  • Half of those who visit specialists also visit supermarket printers
                                                                                                                                                  • Digital Camera and Camcorder Targeting Opportunities

                                                                                                                                                    • Key Points
                                                                                                                                                      • Figure 55: Target groups, February 2012
                                                                                                                                                    • Photo Fans
                                                                                                                                                      • Key characteristics
                                                                                                                                                        • Who are they?
                                                                                                                                                          • Marketing message
                                                                                                                                                            • Sweet for Smartphones
                                                                                                                                                              • Key characteristics
                                                                                                                                                                • Who are they?
                                                                                                                                                                  • Marketing message
                                                                                                                                                                    • Crazy for Cameras
                                                                                                                                                                      • Key characteristics
                                                                                                                                                                        • Who are they?
                                                                                                                                                                          • Marketing message
                                                                                                                                                                          • Appendix – Photo and Video Capture

                                                                                                                                                                              • Figure 56: Devices consumers use to capture photo or video, February 2012
                                                                                                                                                                              • Figure 57: Devices consumers use to capture photo or video, by most popular devices consumers use to capture photo or video, March 2012
                                                                                                                                                                              • Figure 58: Devices consumers use to capture photo or video, by next most popular devices consumers use to capture photo or video, March 2012
                                                                                                                                                                              • Figure 59: Most popular devices consumers use to capture photo or video, by demographics, February 2012
                                                                                                                                                                              • Figure 60: Next most popular devices consumers use to capture photo or video, by demographics, February 2012
                                                                                                                                                                          • Appendix – Device Ownership

                                                                                                                                                                              • Figure 61: Types of camera owned by consumers, February 2012
                                                                                                                                                                              • Figure 62: Types of camera owned by consumers, by most popular devices consumers use to capture photo or video, February 2012
                                                                                                                                                                              • Figure 63: Types of camera owned by consumers, by next most popular devices consumers use to capture photo or video, February 2012
                                                                                                                                                                              • Figure 64: Devices consumers use to capture photo or video, by types of camera owned by consumer, February 2012
                                                                                                                                                                              • Figure 65: Types of camera owned by consumers, by demographics, February 2012
                                                                                                                                                                          • Appendix – Camera Purchasing Motivations

                                                                                                                                                                              • Figure 66: Reasons behind the purchase of consumers’ digital cameras, February 2012
                                                                                                                                                                              • Figure 67: Devices consumers use to capture photo or video, by most popular reasons behind the purchase of consumers’ digital cameras, March 2012
                                                                                                                                                                              • Figure 68: Devices consumers use to capture photo or video, by next most popular reasons behind the purchase of consumers’ digital cameras, March 2012
                                                                                                                                                                              • Figure 69: Types of camera owned by consumers, by most popular reasons behind the purchase of consumers’ digital cameras, March 2012
                                                                                                                                                                              • Figure 70: Types of camera owned by consumers, by next most popular reasons behind the purchase of consumers’ digital cameras, March 2012
                                                                                                                                                                              • Figure 71: Most popular reasons behind the purchase of consumers’ digital cameras, by demographics, February 2012
                                                                                                                                                                              • Figure 72: Next most popular reasons behind the purchase of consumers’ digital cameras, by demographics, February 2012
                                                                                                                                                                          • Appendix – Camcorder Purchasing Motivations

                                                                                                                                                                              • Figure 73: Reasons behind the purchase of consumers’ digital camcorders, February 2012
                                                                                                                                                                              • Figure 74: Devices consumers use to capture photo or video, by reasons behind the purchase of consumers’ digital camcorders, February 2012
                                                                                                                                                                              • Figure 75: Types of camera owned by consumers, by reasons behind the purchase of consumers’ digital camcorders, March 2012
                                                                                                                                                                              • Figure 76: Reasons behind the purchase of consumers’ digital camcorders, by demographics, February 2012
                                                                                                                                                                          • Appendix – Attitudes Towards Smartphones, Cameras And Camcorders

                                                                                                                                                                              • Figure 77: Consumer attitudes towards smartphones, digital cameras and digital camcorders, February 2012
                                                                                                                                                                              • Figure 78: Devices consumers use to capture photo or video, by agreement with the statements ‘Expandable memory for digital cameras/camcorders/smartphones makes it easier to store and manage photos/video’ and ‘Digital cameras/camcorders have higher-quality photo and video than smartphones’, March 2012
                                                                                                                                                                              • Figure 79: Devices consumers use to capture photo or video, by agreement with the statements ‘Photos or video stored on smartphones are not as secure as those stored on a digital camera/camcorder’ and ‘Flash accessories improve the quality of photos’, March 2012
                                                                                                                                                                              • Figure 80: Devices consumers use to capture photo or video, by agreement with the statements ‘Smartphones are more portable than digital cameras or camcorders’ and ‘Looking at photos on a PC screen is preferable to printing them out’, March 2012
                                                                                                                                                                              • Figure 81: Devices consumers use to capture photo or video, by agreement with the statement ‘Smartphones are a better long-term investment than cameras/camcorders’, March 2012
                                                                                                                                                                              • Figure 82: Devices consumers use to capture photo or video, by agreement with the statements ‘It is easier to use a smartphone to take photos/record video than a digital camera/camcorder’ and ‘It is easier to share pictures or videos taken with a smartphone than with a digital camera/camcorder’, March 2012
                                                                                                                                                                              • Figure 83: Devices consumers use to capture photo or video, by agreement with the statement ‘In terms of taking, storing and viewing pictures and videos, smartphones are easier to use than digital cameras/camcorders’, March 2012
                                                                                                                                                                              • Figure 84: Types of camera owned by consumers, by agreement with the statements ‘Expandable memory for digital cameras/camcorders/smartphones makes it easier to store and manage photos/video’ and ‘Digital cameras/camcorders have higher-quality photo and video than smartphones’, March 2012
                                                                                                                                                                              • Figure 85: Types of camera owned by consumers, by agreement with the statements ‘Photos or video stored on smartphones are not as secure as those stored on a digital camera/camcorder’ and ‘Flash accessories improve the quality of photos’, March 2012
                                                                                                                                                                              • Figure 86: Types of camera owned by consumers, by agreement with the statements ‘Smartphones are more portable than digital cameras or camcorders’ and ‘Looking at photos on a PC screen is preferable to printing them out’, March 2012
                                                                                                                                                                              • Figure 87: Types of camera owned by consumers, by agreement with the statement ‘Smartphones are a better long-term investment than cameras/camcorders’, March 2012
                                                                                                                                                                              • Figure 88: Types of camera owned by consumers, by agreement with the statements ‘It is easier to use a smartphone to take photos/record video than a digital camera/camcorder’ and ‘It is easier to share pictures or videos taken with a smartphone than with a digital camera/camcorder’, March 2012
                                                                                                                                                                              • Figure 89: Types of camera owned by consumers, by agreement with the statement ‘In terms of taking, storing and viewing pictures and videos, smartphones are easier to use than digital cameras/camcorders’, March 2012
                                                                                                                                                                              • Figure 90: Reasons behind the purchase of consumers’ digital cameras, by agreement with the statements ‘Expandable memory for digital cameras/camcorders/smartphones makes it easier to store and manage photos/video’ and ‘Digital cameras/camcorders have higher-quality photo and video than smartphones’, February 2012
                                                                                                                                                                              • Figure 91: Reasons behind the purchase of consumers’ digital cameras, by agreement with the statements ‘Photos or video stored on smartphones are not as secure as those stored on a digital camera/camcorder’ and ‘Flash accessories improve the quality of photos’, February 2012
                                                                                                                                                                              • Figure 92: Reasons behind the purchase of consumers’ digital cameras, by agreement with the statements ‘Smartphones are more portable than digital cameras or camcorders’ and ‘Looking at photos on a PC screen is preferable to printing them out’, February 2012
                                                                                                                                                                              • Figure 93: Reasons behind the purchase of consumers’ digital cameras, by agreement with the statement ‘Smartphones are a better long-term investment than cameras/camcorders’, February 2012
                                                                                                                                                                              • Figure 94: Reasons behind the purchase of consumers’ digital cameras, by agreement with the statements ‘It is easier to use a smartphone to take photos/record video than a digital camera/camcorder’ and ‘It is easier to share pictures or videos taken with a smartphone than with a digital camera/camcorder’, February 2012
                                                                                                                                                                              • Figure 95: Reasons behind the purchase of consumers’ digital cameras, by agreement with the statement ‘In terms of taking, storing and viewing pictures and videos, smartphones are easier to use than digital cameras/camcorders’, February 2012
                                                                                                                                                                              • Figure 96: Reasons behind the purchase of consumers’ digital camcorders, by agreement with the statements ‘Expandable memory for digital cameras/camcorders/smartphones makes it easier to store and manage photos/video’ and ‘Digital cameras/camcorders have higher-quality photo and video than smartphones’, February 2012
                                                                                                                                                                              • Figure 97: Reasons behind the purchase of consumers’ digital camcorders, by agreement with the statements ‘Photos or video stored on smartphones are not as secure as those stored on a digital camera/camcorder’ and ‘Flash accessories improve the quality of photos’, February 2012
                                                                                                                                                                              • Figure 98: Reasons behind the purchase of consumers’ digital camcorders, by agreement with the statements ‘Smartphones are more portable than digital cameras or camcorders’ and ‘Looking at photos on a PC screen is preferable to printing them out’, February 2012
                                                                                                                                                                              • Figure 99: Reasons behind the purchase of consumers’ digital camcorders, by agreement with the statement ‘Smartphones are a better long-term investment than cameras/camcorders’, February 2012
                                                                                                                                                                              • Figure 100: Reasons behind the purchase of consumers’ digital camcorders, by agreement with the statements ‘It is easier to use a smartphone to take photos/record video than a digital camera/camcorder’ and ‘It is easier to share pictures or videos taken with a smartphone than with a digital camera/camcorder’, February 2012
                                                                                                                                                                              • Figure 101: Reasons behind the purchase of consumers’ digital camcorders, by agreement with the statement ‘In terms of taking, storing and viewing pictures and videos, smartphones are easier to use than digital cameras/camcorders’, February 2012
                                                                                                                                                                              • Figure 102: Consumer attitudes towards smartphones, digital cameras and digital camcorders, by agreement with the statements ‘Expandable memory for digital cameras/camcorders/smartphones makes it easier to store and manage photos/video’ and ‘Digital cameras/camcorders have higher-quality photo and video than smartphones’, February 2012
                                                                                                                                                                              • Figure 103: Consumer attitudes towards smartphones, digital cameras and digital camcorders, by agreement with the statements ‘Photos or video stored on smartphones are not as secure as those stored on a digital camera/camcorder’ and ‘Flash accessories improve the quality of photos’, February 2012
                                                                                                                                                                              • Figure 104: Consumer attitudes towards smartphones, digital cameras and digital camcorders, by agreement with the statements ‘Smartphones are more portable than digital cameras or camcorders’ and ‘Looking at photos on a PC screen is preferable to printing them out’, February 2012
                                                                                                                                                                              • Figure 105: Consumer attitudes towards smartphones, digital cameras and digital camcorders, by agreement with the statements ‘It is easier to use a smartphone to take photos/record video than a digital camera/camcorder’ and ‘Smartphones are a better long-term investment than cameras/camcorders’, February 2012
                                                                                                                                                                              • Figure 106: Consumer attitudes towards smartphones, digital cameras and digital camcorders, by agreement with the statements ‘It is easier to share pictures or videos taken with a smartphone than with a digital camera/camcorder’ and ‘In terms of taking, storing and viewing pictures and videos, smartphones are easier to use than digital cameras/camcorders’, February 2012
                                                                                                                                                                              • Figure 107: Consumer attitudes towards smartphones, digital cameras and digital camcorders, by agreement with the statements ‘Expandable memory for digital cameras/camcorders/smartphones makes it easier to store and manage photos/video’ and ‘Digital cameras/camcorders have higher-quality photo and video than smartphones’, February 2012
                                                                                                                                                                              • Figure 108: Consumer attitudes towards smartphones, digital cameras and digital camcorders, by agreement with the statements ‘Photos or video stored on smartphones are not as secure as those stored on a digital camera/camcorder’ and ‘Flash accessories improve the quality of photos’, February 2012
                                                                                                                                                                              • Figure 109: Consumer attitudes towards smartphones, digital cameras and digital camcorders, by agreement with the statements ‘Smartphones are more portable than digital cameras or camcorders’ and ‘Looking at photos on a PC screen is preferable to printing them out’, February 2012
                                                                                                                                                                              • Figure 110: Consumer attitudes towards smartphones, digital cameras and digital camcorders, by agreement with the statements ‘It is easier to use a smartphone to take photos/record video than a digital camera/camcorder’ and ‘Smartphones are a better long-term investment than cameras/camcorders’, February 2012
                                                                                                                                                                              • Figure 111: Consumer attitudes towards smartphones, digital cameras and digital camcorders, by agreement with the statements ‘It is easier to share pictures or videos taken with a smartphone than with a digital camera/camcorder’ and ‘In terms of taking, storing and viewing pictures and videos, smartphones are easier to use than digital cameras/camcorders’, February 2012
                                                                                                                                                                              • Figure 112: Agreement with the statements ‘Expandable memory for digital cameras/camcorders/smartphones makes it easier to store and manage photos/video’ and ‘Digital cameras/camcorders have higher-quality photo and video than smartphones’, by demographics, February 2012
                                                                                                                                                                              • Figure 113: Agreement with the statements ‘Photos or video stored on smartphones are not as secure as those stored on a digital camera/camcorder’ and ‘Flash accessories improve the quality of photos’, by demographics, February 2012
                                                                                                                                                                              • Figure 114: Agreement with the statements ‘Smartphones are more portable than digital cameras or camcorders’ and ‘Looking at photos on a PC screen is preferable to printing them out’, by demographics, February 2012
                                                                                                                                                                              • Figure 115: Agreement with the statement ‘Smartphones are a better long-term investment than cameras/camcorders’, by demographics, February 2012
                                                                                                                                                                              • Figure 116: Agreement with the statements ‘It is easier to use a smartphone to take photos/record video than a digital camera/camcorder’ and ‘It is easier to share pictures or videos taken with a smartphone than with a digital camera/camcorder’, by demographics, February 2012
                                                                                                                                                                              • Figure 117: Agreement with the statement ‘In terms of taking, storing and viewing pictures and videos, smartphones are easier to use than digital cameras/camcorders’, by demographics, February 2012
                                                                                                                                                                          • Appendix – What Do Consumers Do With Photos And Videos?

                                                                                                                                                                              • Figure 118: Activities performed with photos and videos once taken, February 2012
                                                                                                                                                                              • Figure 119: Consumer attitudes towards smartphones, digital cameras and digital camcorders, by most popular activities performed with photos once taken, February 2012
                                                                                                                                                                              • Figure 120: Consumer attitudes towards smartphones, digital cameras and digital camcorders, by next most popular activities performed with photos once taken, February 2012
                                                                                                                                                                              • Figure 121: Consumer attitudes towards smartphones, digital cameras and digital camcorders, by other activities performed with photos once taken, February 2012
                                                                                                                                                                              • Figure 122: Consumer attitudes towards smartphones, digital cameras and digital camcorders, by most popular activities performed with videos once taken, February 2012
                                                                                                                                                                              • Figure 123: Consumer attitudes towards smartphones, digital cameras and digital camcorders, by next most popular activities performed with videos once taken, February 2012
                                                                                                                                                                              • Figure 124: Consumer attitudes towards smartphones, digital cameras and digital camcorders, by other activities performed with videos once taken, February 2012
                                                                                                                                                                              • Figure 125: Consumer attitudes towards smartphones, digital cameras and digital camcorders, by most popular activities performed with photos once taken, February 2012
                                                                                                                                                                              • Figure 126: Consumer attitudes towards smartphones, digital cameras and digital camcorders, by next most popular activities performed with photos once taken, February 2012
                                                                                                                                                                              • Figure 127: Consumer attitudes towards smartphones, digital cameras and digital camcorders, by other activities performed with photos once taken, February 2012
                                                                                                                                                                              • Figure 128: Consumer attitudes towards smartphones, digital cameras and digital camcorders, by most popular activities performed with videos once taken, February 2012
                                                                                                                                                                              • Figure 129: Consumer attitudes towards smartphones, digital cameras and digital camcorders, by next most popular activities performed with videos once taken, February 2012
                                                                                                                                                                              • Figure 130: Reasons behind the purchase of consumers’ digital cameras, by most popular activities performed with photos once taken, February 2012
                                                                                                                                                                              • Figure 131: Reasons behind the purchase of consumers’ digital cameras, by next most popular activities performed with photos once taken, February 2012
                                                                                                                                                                              • Figure 132: Reasons behind the purchase of consumers’ digital cameras, by other activities performed with photos once taken, February 2012
                                                                                                                                                                              • Figure 133: Reasons behind the purchase of consumers’ digital cameras, by most popular activities performed with videos once taken, February 2012
                                                                                                                                                                              • Figure 134: Reasons behind the purchase of consumers’ digital cameras, by next most popular activities performed with videos once taken, February 2012
                                                                                                                                                                              • Figure 135: Reasons behind the purchase of consumers’ digital cameras, by other activities performed with videos once taken, February 2012
                                                                                                                                                                              • Figure 136: Types of camera owned by consumers, by most popular activities performed with photos once taken, February 2012
                                                                                                                                                                              • Figure 137: Types of camera owned by consumers, by next most popular activities performed with photos once taken, February 2012
                                                                                                                                                                              • Figure 138: Types of camera owned by consumers, by other activities performed with photos once taken, February 2012
                                                                                                                                                                              • Figure 139: Types of camera owned by consumers, by most popular activities performed with videos once taken, February 2012
                                                                                                                                                                              • Figure 140: Types of camera owned by consumers, by next most popular activities performed with videos once taken, February 2012
                                                                                                                                                                              • Figure 141: Types of camera owned by consumers, by other activities performed with videos once taken, February 2012
                                                                                                                                                                              • Figure 142: Activities performed with photos and videos once taken, by most popular activities performed with photos once taken, February 2012
                                                                                                                                                                              • Figure 143: Activities performed with photos and videos once taken, by next most popular activities performed with photos once taken, February 2012
                                                                                                                                                                              • Figure 144: Activities performed with photos and videos once taken, by other activities performed with photos once taken, February 2012
                                                                                                                                                                              • Figure 145: Activities performed with photos and videos once taken, by most popular activities performed with videos once taken, February 2012
                                                                                                                                                                              • Figure 146: Activities performed with photos and videos once taken, by next most popular activities performed with videos once taken, February 2012
                                                                                                                                                                              • Figure 147: Activities performed with photos and videos once taken, by other activities performed with videos once taken, February 2012
                                                                                                                                                                              • Figure 148: Most popular activities performed with photos once taken, by demographics, February 2012
                                                                                                                                                                              • Figure 149: Next most popular activities performed with photos once taken, by demographics, February 2012
                                                                                                                                                                              • Figure 150: Other activities performed with photos once taken, by demographics, February 2012
                                                                                                                                                                              • Figure 151: Most popular activities performed with videos once taken, by demographics, February 2012
                                                                                                                                                                              • Figure 152: Next most popular activities performed with videos once taken, by demographics, February 2012
                                                                                                                                                                          • Appendix – Target Groups

                                                                                                                                                                              • Figure 153: Devices consumers use to capture photo or video, by target groups, February 2012
                                                                                                                                                                              • Figure 154: Types of camera owned by consumers, by target groups, February 2012
                                                                                                                                                                              • Figure 155: Activities performed with photos and videos once taken, by target groups, February 2012
                                                                                                                                                                              • Figure 156: Target groups, by demographics, February 2012

                                                                                                                                                                          Companies Covered

                                                                                                                                                                          • Canon Inc.
                                                                                                                                                                          • Casio Computer Co Ltd
                                                                                                                                                                          • Fuji Photo Film Co., Ltd
                                                                                                                                                                          • Google UK
                                                                                                                                                                          • JVC Americas Corp.
                                                                                                                                                                          • Kodak UK
                                                                                                                                                                          • Microsoft Ltd (UK)
                                                                                                                                                                          • Nikon Corporation
                                                                                                                                                                          • Nikon UK Ltd
                                                                                                                                                                          • Olympus UK Ltd
                                                                                                                                                                          • Panasonic
                                                                                                                                                                          • Pentax UK
                                                                                                                                                                          • Ricoh Company, Ltd
                                                                                                                                                                          • Samsung Electronics (UK) Ltd
                                                                                                                                                                          • Sony (UK) Ltd
                                                                                                                                                                          • Sony Computer Entertainment Europe
                                                                                                                                                                          • YouTube, Inc.

                                                                                                                                                                          Digital Cameras - UK - May 2012

                                                                                                                                                                          £1,995.00 (Excl.Tax)