PMA Data Watch: Photo publishing product prices vary slightly in July
PMA Marketing Research reviews a variety of online photo sites tracking the latest prices and other news related to the photo publishing product market and reports in Newsline International on a quarterly basis. Spending on photo publishing products was estimated to reach approximately $1.32 billion last year and is expected to grow slightly this year to $1.4 billion. Despite a weakened economy, photo publishing products are a creative, yet affordable gift relative to other gifting options and retailers continue to promote them.
The dog days of summer are here and many summer-themed products were emphasized across the sites surveyed. Greeting cards were greatly emphasized on the majority of the sites with a variety of designs and styles. Photo books remain prominent on the sites as they are an ideal way to commemorate a summer of memories. Kodak EasyShare Gallery was holding a summer sale and offering 25 percent off all photo books. Costco has now made photo books available on its own website rather than just through a partner.
Determining an average price for certain products has become increasingly difficult due to the wide variety of sizes and styles available. Sometimes changes in average prices reflect new and improved product offerings, or the addition or subtraction of a product. Average prices documented in July for photo books were relatively similar to what they were in april. Average prices for mugs, mousepads, and personalized photo calendars did not change. The average price of posters and photo canvases fluctuated a little bit. Finally, greeting card prices remained constant. Prices are listed for folded greeting cards and photo cards and there are many more options to choose from on each of the individual sites mentioned.
There are many photo sites on the market that were not part of the informal survey by PMA Marketing Research and new photo sites are constantly emerging, therefore, these averages do not necessarily represent the entire online custom photo gift market. Limited time sales prices were also not included in the average prices. A more detailed report of custom product prices is available on the PMA Marketing Research website.
PMA Data Watch: Uploading activity in the Flickr community
The popular photo sharing site Flickr incorporates a feature allowing users to get the scoop on the most popular camera models and camera phone models being used to upload photos in the Flickr community. Popularity is determined by tracking the number of users, as well as, the number of images uploaded on any given day with each of the models. The Apple iPhone is by far the most popular camera phone model, as it has been for quite some time now when PMA Marketing Research has surveyed the site. In fact, the Apple iPhone 3G takes first place and the Apple iPhone 3GS takes a distant second. Following in order of popularity are the Nokia N95, BlackBerry Tour 9630, and the BlackBerry Curve 9330.
On January 28, 2010, there were 24,563 items uploaded on Flickr from the popular Apple iPhone and there were 3,887 users. Numbers continued to climb with 5,477 users and 30,260 items uploaded on April 30, 2010. The number of pictures uploaded per user, however, dropped for this particular model compared to January. The Apple iPhone 3GS, coming in second in terms of popularity, contributed 17,002 items and 1,816 users on April 30. Users of this model uploaded more items than users of the iPhone 3G.
The number of items being uploaded each day from each of the iPhone models exceeds the number of items being uploaded from the most popular point-and-shoot camera, the Canon PowerShot SD1100 IS. Users of this popular compact camera, however, upload more items than users of the iconic iPhones.
The total number of items uploaded on the above mentioned day in January from the top five camera phones totaled 42,550 items. By April 30, however, that number had grown to 52,562 items and 90 percent of the items were uploaded from one of the iPhone models. Users totaled 8,258 in April, up from 8,034 in January. This data indicates that on the given day back in January each user uploaded, on average, 5.3 items, growing to 6.4 items per user on the above mentioned day in April.
For more information on the models mentioned above and more visit the Camera Finder page on the Flickr website.
PMA Data Watch: Photo-quality printer purchasing down slightly
According to the 2010 PMA U.S. Camera/Camcorder Digital Imaging Survey, 9.7 percent of U.S. households purchased photo-quality printers in 2009, down slightly from the year prior. More likely to purchase photo-quality printers are higher income households and households with children. Households owning digital cameras with more resolution were most likely to purchase photo-quality printers.
The majority of printers purchased in the past 12 months (59 percent) produce a maximum print size of 8-by-10 inches. The share of printers capable of producing an 11-by-17 inch print grew from 14 percent in 2008 to 17 percent in 2009. The share of printers producing even larger prints rose in 2009 as well. Small format printers, those capable of producing 4-by-6 inch and 5-by-7 inch prints, lost share last year.
The largest share of photo-quality printers were purchased from discount/combination stores. HP holds the largest brand share of printers purchased in the past 12 months, followed at a distance by Canon and Lexmark. More than half of the printers purchased cost $100 or less, however, the average amount spent on a printer was $142 in 2009. It appears printers are not as likely to come with a camera purchase as they were in the past. Six percent of photo-quality printers obtained in 2009 came with a camera purchase, compared to 10 percent in the previous year. More than half of printers that came with a camera purchase were small format printers with a maximum print size of 4-by-6 inches.
PMA Data Watch: Photo card creation by U.S. households
According to the PMA 2010 U.S. Camera/Camcorder Digital Imaging Survey, 11 percent of U.S. households made/ordered photo cards in 2009. This includes holiday cards, greeting cards, invitation cards, announcement cards and business cards with photos. Households that made photo cards were most likely to order them online, with 32 percent ordering online and later picking up at the local retailer and 30 percent ordering online and having them shipped to the home. Twenty-two percent of households brought the memory card to the store to make cards and 20 percent made photo cards from their home computer printer.
For the most part, making photo cards did not have an effect on the number of standard 4-by-6 inch photo prints made since 84 percent of households said their printing behavior remained the same as a result of making photo cards. Eleven percent of households said they increased the number of standard prints they made and 5 percent said they decreased printing. Making photo cards lead 30 percent of households to decrease the amount of traditional cards and stationery they buy. Sixty percent said making photo cards did not affect their purchasing of these other items and 5 percent said it caused them to buy more traditional cards and stationery. Most households appear to be satisfied with the photo card creation process (90 percent). Eight percent of households were indifferent to the process and just 2 percent expressed some dissatisfaction.
PMA Data Watch: Photo publishing product prices remain constant
Each quarter, PMA Marketing Research reviews a variety of online photo sites tracking the latest prices and other news related to photo publishing products to report in Newsline International. Spending on photo publishing products was estimated to hit about $1.32 billion in 2009, and is expected to grow this year to $1.4 billion. Despite a weakened economy, photo publishing products are affordable in relation to other gift products and retailers continue to promote them.
Spring is in full bloom and many spring-themed products were emphasized across the sites surveyed. Greeting cards were greatly emphasized on the majority of the sites with Mother’s Day, graduations and wedding season upon us. Photo books remain prominent on the sites, as usual and new designs and features are available for these and other products being displayed. Snapfish is offering discounts on photo gifts in honor of its 10th birthday this month. Kodak Gallery is gearing up for Mother’s Day with 25 percent off a $25 photo gift purchase and 40 percent off autofill photo books.
Determining an average price for certain products has become increasingly difficult due to the wide variety of sizes and styles available. Sometimes changes in average prices reflect new and improved product offerings, or the addition or subtraction of a product. Average prices documented this quarter for photo books were pretty close to what they were last quarter. Average prices for mugs and mousepads also did not change. The average price of posters and personalized photo calendars fluctuated a little bit. Finally, greeting card prices remained constant. Prices are listed for folded greeting cards and photo cards.
There are many photo sites on the market that were not part of the informal survey by PMA Marketing Research. New photo sites are constantly emerging as well, so these averages do not necessarily represent the entire online custom photo gift market. Limited time sales prices were also not included in the average prices. A more detailed report of custom product prices is available on the PMA Marketing Research website.
PMA Data Watch: Online print prices — how do they compare?
PMA Marketing Research looks at various online photo sites on a quarterly basis to keep track of the latest online digital print prices and site updates. Print prices remained steady this quarter compared to January, however, there were a few fluctuations that took place. Price increases were more likely to take place among larger prints rather than standard ones.
The average price of a basic 4-by-6 inch print based on the sites surveyed dipped slightly to 13 cents from 14 cents in January. The average price of a basic 4-by-6 inch print, when shipping is taken into consideration, increases to 24 cents. This was the result of Photobucket being removed from the mix since it no longer openly listed print prices. Ten of the listed sites continue to offer standard prints below 10 cents per print. The average prices for 5-by-7 inch, 8-by-10 inch prints and 11-by-14 inch prints increased slightly this quarter. A few minor changes were implemented in the shipping category causing the average to slip by ten cents.
Spring fever has many sites advertising print discounts and really encouraging printing springtime photos. Some sites were also offering limited time discounts on prints, especially for larger quantities, without the need to sign up for any particular plan. A more detailed report of April online print prices is available to members only on the Marketing Research website.
PMA Data Watch: Digital camera usage among U.S. households
According to the PMA 2010 U.S. Camera/Camcorder Digital Imaging Survey, the majority of digital camera owning U.S. households have purchased their most recent digital camera in the past couple of years. Two-thirds of households purchased the most recent camera in 2007 or after and only 8 percent of digital camera households have not purchased one since 2003. In addition, 35 percent of households stated their most recent digital camera purchase was their first camera. The remaining digital camera households purchased their most recent camera as a replacement for another model or as an additional unit.
The most common reason households gave for purchasing a replacement digital camera was their old camera was broken or not working properly. Nearly half of households that purchased replacements did so for this reason. Thirty-nine percent said they purchased a replacement because they wanted a camera with better resolution. Other reasons for replacing a digital camera last year included longer zoom, faster shutter speed and anti-shake/image stabilization.
Digital camera owners take pictures for a variety of reasons. According to PMA Marketing Research, the most common reason U.S. households cited for taking pictures is to preserve memories. Nearly all (91 percent) digital camera owners take pictures for this reason. Sixty-eight percent of digital camera owners take pictures for the purpose of sharing them later with others while 55 percent take pictures for pure enjoyment. Very few households stated they take pictures with their digital camera to earn income or use for business.
PMA Data Watch: Camera phone penetration continues to rise
According to the 2010 PMA U.S. Camera/Camcorder Digital Imaging Survey, nearly two-thirds (61 percent) of U.S. households own at least one camera phone. In 2008, 58 percent of households owned at least one camera phone and in 2007, 46 percent of households were camera phone owners. Twelve percent of U.S. households own three or more camera phones. Eighty-five percent of camera phone owners claim they used the camera phone to take pictures in 2009. The majority of households said they used camera phones in the 2-2.9 megapixel and 3-3.9 megapixel range. There are a variety of reasons why people choose to use the camera phone rather than another camera for picture taking, according to PMA Marketing Research.
The most common reason, cited by 59 percent of camera phone owners, for using the camera function was that they did not have a digital/film camera at the time. Camera phones are the perfect solution for those spur of the moment picture opportunities. Forty-three percent of camera phone owners take pictures with the camera phone so they can have the picture with them at all times. Thirty-eight percent of camera phone owners just wanted to try the camera function for fun. Other reasons for using the camera phone rather than another camera is the desire to send or upload the photo quickly, the occasion was not important enough to bring a regular camera, do not have a digital camera and the camera phone is the main digital camera.
The majority of camera phone users (87 percent) said the use of the camera phone did not have an effect on the number of pictures they take with their digital camera. Six percent actually said the camera phone has caused them to take more pictures with their digital cameras and 7 percent said they take fewer pictures with their digital camera as a result of using the camera phone.
PMA Data Watch: A look at digital photo frame ownership and purchasing
According to the 2010 PMA U.S. Camera/Camcorder Digital Imaging Survey, 20 percent of U.S. households owned digital photo frames in 2009. This jumps to 26 percents for digital camera households. Not surprisingly, higher income households are more likely to own them than their lower income counterparts. Just 11 percent of households earning an annual income below $30,000 owned a digital frame compared to 29 percent of those earning an annual income of $75,000 or more.
Eight percent of U.S. households purchased a digital photo frame in 2009. More digital frame purchasers in 2009 were female, 58 percent, compared to 42 percent of purchasers which were male. The most popular size (screen size) of digital frames purchased was 7 inches. Twenty-nine percent of digital frames purchased in 2009 were 7-inch frames. Next in popularity were 8-inch frames, followed by those 9 inches or larger, and finally those 6 inches or smaller. Eight percent of U.S. households received a digital photo frame as a gift in 2009.
Digital cameras are now present in the majority of U.S. households and consumers are looking for the accessories to go along with them. Once the cameras are obtained, digital frames are a great way to creatively display the pictures taken. Consumers can view and show off multiple sets of images without having a computer handy and without making a whole stack of prints.
PMA Data Watch: Distribution of camera primary users by gender
Women are overall more likely to be the primary user of cameras in U.S. households, according to the 2009 PMA U.S. Camera/Camcorder Digital Imaging Survey. Sixty-one percent of primary camera users were female compared to just 39 percent who were male in 2008. There is some variation, however, depending on the type of camera.
Females are more than twice as likely as males to be the primary user of 35mm lens-shutter cameras and digital point-and-shoot cameras. Females are also more likely to be the primary user of other film and instant print cameras, 60 percent and 61 percent, respectively. Males and females are equally likely to use digital camcorders as half of primary users are male and half are female. There is a shift in gender of primary user for DSLRs, analog camcorders and 35mm SLR cameras.
The average age of the camera primary user in U.S. households is 45 years. Again, this varies based on the type of camera. Digital camcorders are likely to be used by younger consumers as the average age of the primary user is 39 years. Forty-eight years is the average age of the primary user of 35mm point-and-shoot and 35mm SLR cameras.
