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The Photography Consumer - US - January 2012

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?

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Table of contents

  1. 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

                                                                                                          Companies Covered

                                                                                                          • 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.

                                                                                                          The Photography Consumer - US - January 2012

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