-
- The Photography Consumer - US - January 2012
Why not try these options:
Call us on
This report covers the use of dedicated cameras, camcorders and digital frames, as well as the use of smartphones and tablets for taking photos. Coverage includes a comparison of photo and video usage in multi-function devices versus dedicated devices. The role of video features on digital still cameras is also explored in relation to camcorder sales, along with how, on a broader basis, phones, tablets, and even televisions compete for sales with dedicated imaging products.
In addition to photo and video capture, the report explores the post-capture experience, including printing digital photos, where photos are stored, and the use of photo editing software. Also explored in this report is the continued use of disposable film cameras, as well as ownership, usage, and intent to purchase digital photo frames and home printers. Gift purchasing of imaging devices and digital frames is also presented, capitalizing on intent to gift during the 2011 holiday season.
Mintel’s consumer research in this report discusses data points on the following subjects:
- What imaging hardware is owned? What hardware are consumers planning to purchase? What hardware do they typically use for taking photos and video? Which do they use most?
- Who are the most avid photo and video snappers? Who is a hobbyist, rather than a recorder of life events? How do hobbyists differ from those simply capturing memories?
- Which camera brands are owned? Which will be considered for the next purchase?
- How do consumers feel about photos and video taken on mobile hardware? Will phones make point-and-shoots obsolete?
- Are there new camera features that photographers/videographers are interested in?
- What is the role of children in the household on ownership and usage? What is the role of language spoken in the home of Hispanic households?
Scope and Themes
What you need to know
Definition
Data sources
Market data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
Executive Summary
The market
Smartphones, tablets eat into sales of cameras, camcorders
Market factors
The consumer
Photos for everyone, video for the young
DSC leading way to take photos, phone leading way to take video
Ownership income-driven
Younger adults favor phones, experimentation
Market transitions to MFDs and SLRs
Digital sharing taking over from printing
Focusing on family
Hobbyist market stands strong in dSLR, DSC, camcorders
Hispanics keen on video, blacks less engaged overall
What we think
Insights and Opportunities
Mobile OS for cameras and camcorders
Disposable digital?
Figure 1: Disposable camera purchase, by household income, October 2010-June 2011
Web frames
Video art
Inspire Insights
Click and Connect
Cult of the Celebrity
Multi-function Products vs. Dedicated Products
Key points
DSCs
Figure 2: Manufacturer sales of DSCs, at current prices, 2006-16
Figure 3: Manufacturer sales of DSCs, at inflation-adjusted prices, 2006-16
Camcorders
Figure 4: Manufacturer sales of camcorders, at current prices, 2006-16
Figure 5: Manufacturer sales of camcorders, at inflation-adjusted prices, 2006-16
Frames
Figure 6: Manufacturer sales of digital frames, at current prices, 2006-16
Figure 7: Manufacturer sales of digital frames, at inflation-adjusted prices, 2006-16
Smartphone sales
Figure 8: Manufacturer sales of smartphones, volume, 2006-12
Tablet sales
Televisions as competition for digital frames
Figure 9: Average wholesale price of HDTVs, 2006-12
Mobile screens as competition for digital frames
Figure 10: Manufacturer sales of tablets, netbooks, and laptops, volume, 2006-12
Consumer behavior
Cellphone penetration nearly universal
Figure 11: Cellphone ownership by age, October 2010-June 2011
Seven in 10 phone owners snap photos on them
Figure 12: Camera feature usage on cellphone, October 2010-June 2011
Figure 13: Ease of uploading cellphone photos, by age, October-November 2011
Cellphone camera usage age-based
Figure 14: Camera feature usage on cellphone, by age, October 2010-June 2011
Satisfaction with cell photos among DSC owners
Figure 15: Use of cellphone camera vs. other digital camera, by age, October-November 2011
Satisfaction with cellphone photos among non-DSC owners
Figure 16: Reasons for not owning a camera, by age, November 2011
Figure 17: Reasons for not owning a camera, by gender, November 2011
Intent to purchase: MFDs vs. dedicated products
Figure 18: Intent to purchase imaging hardware for self, October-November 2011
The Camera vs. the Camcorder
Key points
Photography crosses generational boundaries, video less so
Figure 19: Photo or video capture in past three months, by age, October-November 2011
Figure 20: Number of videos shot in past three months, by age, October-November 2011
Figure 21: Number of digital photos taken in past three months, by age, October 2010-June 2011
Phone tops for taking video
Figure 22: Hardware used to capture photos and video, October-November 2011
The camera vs. the camcorder for video capture
Figure 23: Taking video with DSC, by gender, October-November 2011
Figure 24: Taking video with DSC, by age, October-November 2011
Usage compared to ownership
Figure 25: Photo equipment usage and ownership, October-November 2011
Phone and DSC beat out camcorders for taking video
Figure 26: Hardware used to capture video, October-November 2011
Use and Ownership of Imaging Hardware
Key points
DSC penetration above 50%
Figure 27: Camera ownership, type of camera, by household income, October 2010-June 2011
Figure 28: Camera ownership, type of camera, by gender, October 2010-June 2011
Figure 29: Camera ownership, type of camera, by age, October 2010-June 2011
Younger ages use more devices for taking photos
Figure 30: Hardware used to capture photos, by age, October-November 2011
Choice of phone over DSC age driven
Figure 31: Primary device used for photo capture, by age, October-November 2011
Figure 32: Photo equipment ownership, by age, October-November 2011
Higher-income groups favor dedicated products
Figure 33: Primary device used for photography, by household income, October-November 2011
Figure 34: Photo equipment ownership, by household income, October-November 2011
Millennials favor phones for video
Figure 35: Primary device used for videography, by age, October-November 2011
Video camera ownership driven by age, income
Figure 36: Video camera ownership, by age, October-November 2011
Figure 37: Video camera ownership, by household income, October-November 2011
Figure 38: Pocket camcorder ownership, by age, October 2010-June 2011
Figure 39: Pocket camcorder ownership, by household income, October 2010-June 2011
Attitudes to Purchasing
Key points
Intent to purchase SLRs higher than digital point-and-shoots
Figure 40: Intent to purchase photo-related hardware for self, by age, October-November 2011
Figure 41: Intent to purchase camcorder for self, by age, October-November 2011
Frames beat cameras for gift intent
Figure 42: Intent to purchase imaging or display products as gifts, by age, October-November 2011
Gifting critical to DSC sales
Figure 43: Digital camera received as gift, by age, October-November 2011
Figure 44: Digital camera received as gift, by gender, October-November 2011
Interest in new features
Figure 45: Interest in new features, October-November 2011
Figure 46: Interest in new features, by age, October-November 2011
Spend on most recently purchased camera
Figure 47: Spend on most recently purchased camera, by gender, October 2010-June 2011
Figure 48: Spend on most recently purchased camera, by household income, October 2010-June 2011
Brand consideration
Figure 49: Brand consideration when making photography purchases, October-November 2011
Brands owned
Figure 50: Brands owned, by household income, October 2010-June 2011
How Photos are Used
Key points
Into the cloud
Figure 51: How photos are used, October-November 2011
Figure 52: Typical photo usages, by age, October-November 2011
Figure 53: Any post-capture usage, by age, October-November 2011
Digital photo printing
Figure 54: Digital photo printing, by gender, October 2010-June 2011
Figure 55: Digital photo printing, by age, October 2010-June 2011
Figure 56: Digital photo printing, by household income, October 2010-June 2011
Figure 57: How digital photos are printed, by household income, October 2010-June 2011
Digital frame use and ownership
Figure 58: Digital frame ownership and usage, by age, October-November 2011
Figure 59: Digital frame ownership and usage, by household income, October-November 2011
Households with Children
Key points
Use of video
Figure 60: Video capture in past three months, by presence of children in household, October-November 2011
Households with kids favor dedicated device for video
Figure 61: Hardware used to capture video, by presence of children in household, October-November 2011
Ownership
Figure 62: Camera ownership, by presence of children in household, October 2010-June 2011
Figure 63: Camera ownership, by marital status and presence of children in household, October-November 2011
Digital photo printing
Figure 64: Digital photo printing, by presence of children in household, October 2010-June 2011
Figure 65: Number of digital photos printed, by presence of children in household, October 2010-June 2011
Intent to purchase
Intent to gift more common among those with children in the home
Figure 66: Intent to purchase photo/video hardware as gifts, by presence of children in household, October-November 2011
Purchase for personal usage more common among those with children in the home
Figure 67: Intent to buy photo/video hardware for self, by presence of children in household, October-November 2011
Limited growth, but increasing importance
Figure 68: Population by age, 2011-16
Figure 69: Households, by presence and ages of children, 2011
Custom Consumer: The Hobbyist
Key points
Demographics of the hobbyist
Figure 70: Photography as a hobby, by age, October 2010-June 2011
Figure 71: Photography as a hobby, by household income, October 2010-June 2011
Figure 72: Photography as a hobby, by race/Hispanic origin, October 2010-June 2011
Millennials making art
Figure 73: Use of photos and videos as art, by age, October-November 2011
Figure 74: Use of photos and videos as art, by race and Hispanic origin, October-November 2011
How the hobbyist differs from non-hobbyists
Ownership of cameras and digital photo printing
Figure 75: Hardware ownership and digital printing, by photography as a hobby, October 2010-June 2011
Figure 76: Number of digital photos taken in past three months, by photography as a hobby, October 2010-June 2011
Spend and type of most recently purchased camera
Figure 77: Type of camera most recently purchased, by photography as a hobby, October 2010-June 2011
Figure 78: Spend on most recent camera purchased, by photography as a hobby, October 2010-June 2011
Race and Hispanic Origin
Key points
Ownership and usage
Figure 79: Camera ownership and photo printing, by race/Hispanic origin, October 2010-June 2011
Figure 80: Number of digital photos taken in past three months, by race/Hispanic origin, October 2010-June 2011
Figure 81: Spend on most recent camera purchased, by race/Hispanic origin, October 2010-June 2011
Figure 82: Cellphone feature usage, by race/Hispanic origin, October 2010-June 2011
Differences among Hispanics by language spoken in the home
Camera ownership
Figure 83: Camera ownership among Hispanics, by language spoken in home, October 2010-June 2011
Figure 84: Spend on most recent camera purchased by Hispanics, by language spoken in home, October 2010-June 2011
Figure 85: Number of digital photos taken in past three months by Hispanics, by language spoken in home, October 2010-June 2011
Figure 86: Digital photo printing, by language spoken in home by Hispanics, October 2010-June 2011
Appendix: Other Useful Tables
Ownership
Figure 87: Camera ownership, by age, October 2010-June 2011
Figure 88: Video camera ownership, by marital status and presence of children in household, October-November 2011
Figure 89: Printer and digital frame ownership by marital status and presence of children in household, October-November 2011
Printing
Figure 90: Digital photo printing by age, October 2010-June 2011
Figure 91: How digital photos are printed, by presence of children in household, October 2010-June 2011
Spend
Figure 92: Spend on most recently purchased camera, by presence of children in household, October 2010-June 2011
Figure 93: Spend on most recently purchased camera, by age, October 2010-June 2011
Number of digital photos shot
Figure 94: Number of digital photos taken in past three months, by presence of children in household, October 2010-June 2011
Photography as hobby
Figure 95: Photography as a hobby, by gender, October 2010-June 2011
Figure 96: Cellphone features used by photography as a hobby, October 2010-June 2011
Figure 97: How digital photo are printed by photography as a hobby, October 2010-June 2011
Appendix: Trade Associations
- Amazon North America
- Amazon.com Inc
- Canon (USA)
- Cisco Systems, Inc.
- Consumer Electronics Association
- Flickr
- Google, Inc.
- HTC
- Olympus Corporation
- Panasonic Corporation of North America
- Photo Marketing Association International
- Picasa
- Sony Corporation of America
- U.S. Bureau of Labor Statistics
- YouTube, Inc.
|
Registered office :
Mintel Group Ltd. Geolocation by www.maxmind.com |