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Still and Video Cameras - US - March 2009

Affordable and easy-to-use digital cameras have transformed how U.S. consumers use photography, changing it from something used to document important occasions like weddings and trips to an integral part of everyday life. A large mass audience of consumers now own digital cameras, with product penetration for digital still cameras at least 48%.

Consumers are using digital photos to document their everyday lives and instantly share experiences by posting them online or e-mailing them to friends. However, even as consumers make good use of digital cameras, revenue growth has become increasingly challenging, due to high market penetration, sharp declines in consumer spending due to a lingering recession, and the wide availability of cameras in alternate devices such as cell phones.

Specifically, this report discusses:

  • Based on the analysis within this report, Mintel provides recommendations for how industry players can seize upcoming opportunities for future success
  • Mintel describes individual brand and product strategies amongst the leading players and determines who is best positioned to retain and gain market share going forward
  • Standout new products and features are described along with likely impact on the market
  • An understanding of consumer purchase and usage behavior as well as preferences and attitudes is essential to creating products and strategies that they will respond to

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Table of contents

  1. Scope and Themes

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

                    • Overview
                      • Cameras confront an economy in deep recession
                        • Video cameras, DSLRs provide some opportunity
                          • Retailer choices narrow
                            • Industry players struggle
                              • Product penetration
                                • One in five camera owners still using a film camera
                                  • One in three camcorder owners still using tape
                                    • SLRs a potential growth category
                                      • Average spend up in first half of 2008
                                        • Asians in the lead
                                        • Inspire Insights

                                            • Instant Gratification (IG)
                                              • Digital cameras to become ever more instant and even more gratifying
                                                • Cool consumer
                                                  • Everyone is an artist
                                                    • Figure 1: Attitudes towards photography as an art or hobby, by age, December 2008
                                                  • Video culture
                                                  • Insights and Opportunities

                                                    • Cutting out PCs
                                                      • Providing real HD
                                                        • 3D
                                                          • Today’s hot features
                                                            • Getting the must-have ball rolling with PR
                                                              • Taking on the retail initiative
                                                                • Insights from consumer research
                                                                • Market Size and Forecast

                                                                  • Key points
                                                                    • A maturing category hits recession
                                                                      • Increased need to demonstrate value
                                                                        • Accessories remain an opportunity
                                                                          • Figure 2: Total U.S. supplier sales and forecast of digital cameras, at current prices, 2003-13
                                                                          • Figure 3: Total U.S. suppliers sales and forecast of digital cameras, at inflation-adjusted prices, 2003-13
                                                                          • Figure 4: Total U.S. unit sales and average prices, 2003-08
                                                                      • Competitive Context

                                                                        • Camera phones
                                                                          • Figure 5: Cell phone still camera ownership and purchase intent, by gender, age, household income and race/Hispanic origin, December 2008
                                                                          • Figure 6: Cell phone video camera ownership and purchase intent, by gender, age, Household income and race/Hispanic origin, December 2008
                                                                          • Figure 7: Cell phone camera vs. dedicated camera, by age, Household income, and race/Hispanic origin, December 2008
                                                                          • Figure 8: Attitudes on cell phone camera usage, by age, December 2008
                                                                        • Film fades away
                                                                          • Figure 9: Film camera ownership, 2002-08
                                                                          • Figure 10: Use of disposable cameras, by gender, age, Household income, and race/Hispanic origin, April 2007-June 2008
                                                                      • Segment Performance

                                                                        • Key points
                                                                          • Video cameras likely to drive future growth
                                                                            • Two for one
                                                                              • Figure 11: U.S. sales and forecast of digital cameras, at current prices, by segment, 2003-13
                                                                              • Figure 12: U.S. sales of digital cameras, by segment, 2006 and 2008
                                                                          • Segment Performance—Digital Still Cameras

                                                                            • Key points
                                                                              • Revenues decline with the economy
                                                                                • Strong potential for digital SLRs
                                                                                  • Figure 13: U.S. supplier sales and forecast of digital still cameras, at current prices, 2003-13
                                                                                  • Figure 14: Total U.S. supplier sales and forecast of digital still cameras, at inflation-adjusted prices, 2003-13
                                                                                  • Figure 15: Total U.S. supplier unit sales and average prices of digital still cameras, 2003-08
                                                                              • Segment Performance—Video Cameras

                                                                                • Key points
                                                                                  • Positioned for growth
                                                                                    • Pocket-sized performance
                                                                                      • HD goes wide
                                                                                        • Figure 16: U.S. supplier sales and forecast of digital video cameras, at current prices, 2003-13
                                                                                        • Figure 17: Total U.S. supplier sales and forecast of digital video cameras, at inflation-adjusted prices, 2003-13
                                                                                        • Figure 18: Total U.S. supplier unit sales and average prices of digital video cameras, 2003-08
                                                                                    • Retail Channels

                                                                                      • Key points
                                                                                        • Consolidation and closures limit opportunities
                                                                                          • Go where the customers are
                                                                                          • Market Drivers

                                                                                            • Slashed spending in a bleak economy
                                                                                              • Figure 19: U.S. unemployment rate, September 2008-January 2009
                                                                                              • Figure 20: U.S. personal income and consumption, August 2008-December 2008
                                                                                            • The rise of online video
                                                                                              • Figure 21: Online video posting behavior, by gender, age, HH inocme and race/Hispanic origin, July 2008
                                                                                            • Currency and inflation fluctuations
                                                                                              • Printing growth slows
                                                                                                • Figure 22: Change in number of digital camera prints made, by method, 2007-08
                                                                                                • Figure 23: Methods used for printing digital photography, 2007 and 2008
                                                                                            • Leading Companies

                                                                                              • Key points
                                                                                                • Leading players continue to dominate
                                                                                                  • Figure 24: Global digital camera unit sales of leading digital camera companies, 2005 and 2007
                                                                                                  • Figure 25: Revenues and net income for leading digital camera manufacturers, Q4 2007 and Q4 2008
                                                                                                • Canon, Kodak dominate brand ownership
                                                                                                  • Figure 26: Still camera brands owned, by age, April 2007-June 2008
                                                                                                  • Figure 27: Still camera brands owned, by household income, April 2007-June 2008
                                                                                                  • Figure 28: Still camera brands owned, by race/Hispanic origin, April 2007-June 2008
                                                                                                  • Figure 29: Still camera brands owned—teens, by age and gender, April 2007-June 2008
                                                                                                  • Figure 30: Video camera brands owned, by age, April 2007-June 2008
                                                                                                  • Figure 31: Video camera brands owned, by race/Hispanic origin, April 2007-June 2008
                                                                                              • Brand Qualities

                                                                                                  • Canon Inc.
                                                                                                    • Eastman Kodak
                                                                                                      • Sony
                                                                                                        • Nikon
                                                                                                        • Innovation and Innovators

                                                                                                            • Pure Digital Technologies
                                                                                                              • Zink
                                                                                                                • Sigma
                                                                                                                • Advertising and Promotion

                                                                                                                  • Overview
                                                                                                                    • Figure 32: Advertising spending by leading camera brands, 2007 and 2008
                                                                                                                  • Television advertising
                                                                                                                    • Canon
                                                                                                                      • Figure 33: Canon Eos Rebel XSi television ad, 2008
                                                                                                                    • JVC
                                                                                                                      • Figure 34: JVC Everio television ad, 2008
                                                                                                                    • Kodak
                                                                                                                      • Figure 35: Kodak EasyShare M1903 television ad, 2008
                                                                                                                    • Olympus
                                                                                                                      • Figure 36: Olympus Stylus SW television ad, 2008
                                                                                                                    • Sony
                                                                                                                      • Figure 37: Sony Handycam television ad, 2008
                                                                                                                    • Online marketing
                                                                                                                      • Banner advertising
                                                                                                                        • Websites
                                                                                                                          • Viral marketing
                                                                                                                          • Product Penetration

                                                                                                                            • Still camera ownership
                                                                                                                              • Figure 38: Ownership of and spend on still cameras, by gender, age, and household income, April 2007-June 2008
                                                                                                                              • Figure 39: Use of disposable cameras, by gender, April 2007-June 2008
                                                                                                                              • Figure 40: Type of still camera owned, by age, April 2007-June 2008
                                                                                                                              • Figure 41: Type of still camera owned, by household income, April 2007-June 2008
                                                                                                                            • Camcorder ownership
                                                                                                                              • Figure 42: Ownership of and spend on camcorders, by age, gender, and household income, April 2007–June 2008
                                                                                                                            • Room for upgrading to digital recording
                                                                                                                              • Figure 43: Type of camcorder owned, by age, April 2007-June 2008
                                                                                                                              • Figure 44: Preferred storage medium among camcorder owners, by age, December 2008
                                                                                                                          • Intent to Purchase

                                                                                                                              • Figure 45: Ownership, plan to purchase, or recent purchase of cameras and peripherals, December 2008
                                                                                                                              • Figure 46: Intent to purchase digital cameras and camcorders, by age, December 2008
                                                                                                                              • Figure 47: Plans to purchase digital photo accessories, by age, December 2008
                                                                                                                          • Printing

                                                                                                                              • Figure 48: Photo printing, by gender, age, and household income, April 2007-June 2008
                                                                                                                              • Figure 49: Method of printing photos, by gender, April 2007-June 2008
                                                                                                                              • Figure 50: Method of printing photos, by age, April 2007-June 2008
                                                                                                                          • The Purchase Process

                                                                                                                              • Figure 51: Reason for camera or camcorder purchase, December 2008
                                                                                                                            • Digital camera purchase
                                                                                                                              • Figure 52: Involvement in purchase of digital cameras, by gender, December 2008
                                                                                                                              • Figure 53: Involvement in purchase of digital cameras, by age, December 2008
                                                                                                                              • Figure 54: Involvement in purchase of digital cameras, by household income, December 2008
                                                                                                                            • Research
                                                                                                                              • Figure 55: Influences on digital camera purchase decision, by age, December 2008
                                                                                                                            • Features
                                                                                                                              • Figure 56: Features affecting digital camera purchase decision, by age, December 2008
                                                                                                                              • Figure 57: Features affecting digital camera purchase decision, by household income, December 2008
                                                                                                                              • Figure 58: Features affecting camcorder purchase decision, by Household income, December 2008
                                                                                                                            • Megapixels still equal quality in consumers’ eyes
                                                                                                                              • Figure 59: Attitudes towards megapixels, by gender, December 2008
                                                                                                                            • Camcorder features
                                                                                                                              • Figure 60: Features affecting camcorder purchase decision, by age, December 2008
                                                                                                                          • Attitudes and Motivations

                                                                                                                            • The Artist/Hobbyist
                                                                                                                              • Figure 61: Attitudes towards photography as an art or hobby, by age, December 2008
                                                                                                                            • Valued features
                                                                                                                              • Figure 62: Features used by camera owners, by age, December 2008
                                                                                                                            • Gadgets for men, mementos for women
                                                                                                                              • Figure 63: Attitudes towards SLRs, by gender, December 2008
                                                                                                                              • Figure 64: Features used by camera owners, by gender, December 2008
                                                                                                                            • Under-35s talk up cameras and take classes
                                                                                                                              • Figure 65: Information gathering and photography education, by age, December 2008
                                                                                                                          • Race and Hispanic Origin

                                                                                                                            • Still camera ownership
                                                                                                                              • Figure 66: Ownership of and spend on still cameras, by race/Hispanic origin, April 2007-June 2008
                                                                                                                              • Figure 67: Type of still camera owned, by race/Hispanic origin, April 2007-June 2008
                                                                                                                            • Disposable cameras
                                                                                                                              • Figure 68: Use of disposable cameras, by race/Hispanic origin, April 2007-June 2008
                                                                                                                            • Camcorder ownership
                                                                                                                              • Figure 69: Ownership of and spend on camcorders, by race/Hispanic origin, April 2007-June 2008
                                                                                                                            • Asians still lacking digital medium camcorders
                                                                                                                              • Figure 70: Type of camcorder owned, by race/Hispanic origin, April 2007-June 2008
                                                                                                                            • Printing
                                                                                                                              • Figure 71: Printing of digital photos, by race/Hispanic origin, April 2007-June 2008
                                                                                                                            • Online blacks and Hispanics keen on digital photography
                                                                                                                              • Figure 72: Intent to purchase digital cameras and camcorders, by race/Hispanic Origin, December 2008
                                                                                                                              • Figure 73: Attitudes towards photography as an art or hobby, by race/Hispanic origin, December 2008
                                                                                                                          • Custom Consumer Groups

                                                                                                                            • Still camera ownership
                                                                                                                              • Figure 74: Ownership of still cameras and use of disposable cameras, by marital status and presence of children in the household, April 2007-June 2008
                                                                                                                              • Figure 75: Type of still camera owned, by marital status and presence of children in the household, April 2007-June 2008
                                                                                                                            • Camcorder ownership
                                                                                                                              • Figure 76: Ownership of camcorders, by marital status and presence of children in the household, April 2007-June 2008
                                                                                                                            • Plans to purchase cameras and camcorders
                                                                                                                              • Figure 77: Plans to purchase digital cameras and camcorders, by age of child in household, December 2008
                                                                                                                            • Plans to purchase digital photo accessories
                                                                                                                              • Figure 78: Plans to purchase digital photo accessories, by age of child in household, December 2008
                                                                                                                            • Child ownership
                                                                                                                                • Figure 79: Ownership and use of cameras among children, by gender and age, April 2007-June 2008
                                                                                                                                • Figure 80: Type of camera owned among children, by gender and age, April 2007-June 2008
                                                                                                                                • Figure 81: How camera was acquired among children, by gender and age, April 2007-June 2008
                                                                                                                            • Cluster Analysis

                                                                                                                                • Hobbyists and Expressionists
                                                                                                                                  • Who they are
                                                                                                                                    • Opportunity
                                                                                                                                      • Point-and-clicks
                                                                                                                                        • Who they are
                                                                                                                                          • Opportunity
                                                                                                                                            • Photographers
                                                                                                                                              • Who they are
                                                                                                                                                • Opportunity
                                                                                                                                                  • Cluster characteristics
                                                                                                                                                    • Figure 82: Camera clusters, December 2008
                                                                                                                                                    • Figure 83: Camera and camcorder ownership, by camera clusters, December 2008
                                                                                                                                                    • Figure 84: Attitudes toward cameras and camcorders, by camera clusters, December 2008
                                                                                                                                                    • Figure 85: Interest in features, by camera clusters, December 2008
                                                                                                                                                    • Figure 86: Lack of interest in features, by camera clusters, December 2008
                                                                                                                                                    • Figure 87: Lack of awareness of features, by camera clusters, December 2008
                                                                                                                                                    • Figure 88: Level of engagement, by camera clusters, December 2008
                                                                                                                                                  • Cluster demographics
                                                                                                                                                    • Figure 89: Camera clusters, by gender, December 2008
                                                                                                                                                    • Figure 90: Camera clusters, by age, December 2008
                                                                                                                                                    • Figure 91: Camera clusters, by household income, December 2008
                                                                                                                                                    • Figure 92: Camera clusters, by race, December 2008
                                                                                                                                                    • Figure 93: Camera clusters, by Hispanic origin, December 2008
                                                                                                                                                  • Cluster methodology
                                                                                                                                                  • Appendix: Trade Associations

                                                                                                                                                    Companies Covered

                                                                                                                                                    • American Electronics Association
                                                                                                                                                    • Bear Stearns
                                                                                                                                                    • Bureau of Economic Analysis
                                                                                                                                                    • Canon (USA)
                                                                                                                                                    • CompUSA Inc
                                                                                                                                                    • Consumer Electronics Association
                                                                                                                                                    • Facebook, Inc.
                                                                                                                                                    • Flickr
                                                                                                                                                    • Fujifilm (USA)
                                                                                                                                                    • Greenfield Online
                                                                                                                                                    • Hitachi (USA)
                                                                                                                                                    • IKEA USA
                                                                                                                                                    • JVC Americas Corp.
                                                                                                                                                    • MasterCard Incorporated
                                                                                                                                                    • Motorola Mobility Holdings
                                                                                                                                                    • Nikon Corp. (USA)
                                                                                                                                                    • Olympus (USA)
                                                                                                                                                    • Panasonic Corporation of North America
                                                                                                                                                    • Pentax (USA)
                                                                                                                                                    • Photo Marketing Association International
                                                                                                                                                    • Polaroid Corporation
                                                                                                                                                    • Samsung Electronics (USA)
                                                                                                                                                    • Shutterfly, Inc.
                                                                                                                                                    • Snapfish
                                                                                                                                                    • Sony Corporation of America
                                                                                                                                                    • Toshiba Corporation (USA)
                                                                                                                                                    • U.S. Bureau of Labor Statistics
                                                                                                                                                    • US Department of Labor
                                                                                                                                                    • Vivitar Corporation
                                                                                                                                                    • Walgreen Co
                                                                                                                                                    • Walmart Stores (USA)
                                                                                                                                                    • YouTube, Inc.

                                                                                                                                                    Still and Video Cameras - US - March 2009

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