Data Watch: Majority of DSLR cameras are purchased as an additional unit
According to the 2008 PMA U.S. Camera/Camcorder Digital Imaging Survey, 24 percent of digital cameras purchased in 2007 were first camera purchases. Thirty-seven percent were replacements for other digital cameras, but the majority, 39 percent were additional purchases. With digital cameras now in nearly two-thirds of U.S. households, first camera purchases are likely to decline and the majority of camera purchases are likely to be upgrades or additional units.
Camera purchases were different among DSLR purchasers than those buying point and shoot models. Twenty-five percent of digital point and shoot cameras purchased in 2007 were first camera purchases. The majority of point and shoot models purchased, 38 percent, were replacements for other digital cameras and 37 percent were additional purchases. On the other hand, very few DSLR cameras were first camera purchases, only 10 percent. Twenty-seven percent of DSLRs were purchased as a replacement for other digital cameras and nearly two-thirds of DSLRs were purchased as an additional unit.
PMA Monthly Printing and Camera Trends Report – October
PMA Marketing Research, Jackson, Mich., has released the PMA Monthly Printing and Camera Trends Report covering highlights and overviews through October 2008. According to the report, the volume of prints made from digital-still camera images increased by 15 percent and home printing grew by 6 percent. Statistics from the NPD Group Inc. showed that overall demand for digital cameras decreased 7 percent in October. The PMA monthly printing and camera trends report, for the month of October, in PDF format, is available to members here.
Data Watch: Fourth quarter off to rough start in terms of camera sales
Typically, 30-40 percent of digital camera sales for any given year occur in the last quarter, according to PMA Marketing Research. The fourth of quarter of 2008 was off to a rocky start as digital camera unit sales were down 7 percent compared to the same month last year, reports the latest PMA Monthly Digital Camera and Printing Trends Report. In October 2007, digital camera sales were up 16 percent compared to the previous year, indicating what may be in store this holiday season.
Preferences in resolution have continued to change over the last year as well. In October 2007, sales of digital cameras in the 7-megapixel range were up 292 percent compared to the same month in the year prior, but in October 2008 sales of cameras in the 7-megapixel range plummeted 76 percent. Sales that are taking place are certainly among the high-resolution digital camera models. Sales of the 10-megapixel models were up only 72 percent in October 2007 whereas sales were up 268 percent for this past October. Despite the demand for the higher-quality models, in dollar terms, sales were down 10 percent in October 2008.
Printing is also being affected by the feeble economy, but not to the same extent as camera sales. Online ordering activity still grew at a rate of 35 percent in October, however, this was a big drop from last October when online ordering grew at a rate of 62 percent. Printing volumes on retail minilabs and instant kiosks slowed quite a bit as well this year. Growth in home printing remained comparable to that of last year. Not only do the majority of U.S. households already own digital cameras, but purchasing cameras and equipment requires a considerably larger portion of income than just making some prints. Weaker print sales could also be a result of less traffic in retail stores due to the weak economy.
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Data Watch: Photo book specials popular for the holiday season
Photo books have become increasingly popular over the past couple of years with the market value increasing from $165 million in 2006 to a projected $389 million by the end of this year, according to the 2008 PMA Photo Book Report. Sales of photo books are particularly important in the holiday season when retailers are looking to boost their revenue, since the profit on the average $30 book is equivalent to that of 250 standard prints. The holidays are a time to attract repeat customers to the market, as well as to capture new ones. The enticing promotional offers of many online photo firms and retailers make it easy to get a reasonably priced, yet thoughtful gift despite the downturn in the economy.
The special offers mentioned below are just a peek at what is available through online photo firms and retailers this holiday season. See individual sites for details and more promotional offers including shipping discounts.
Picaboo is currently offering 20 percent off all photo books through Dec. 19, including options that keep the price tag under $20. Consumers can spend as little as $9.99 for a 20-page book. Through Dec. 24, Kodak EasyShare Gallery is offering a coupon for 20 percent off when $30 is spent at the Gallery. Walgreens is offering 25 percent off on photo gift orders, including photo books, from now until Dec. 25. Photofun also offers a 25 percent discount on select photo books through Jan. 4. Shutterfly boasts a 50 percent discount when ordering additional copies of photo books. Clark Color Lab is offering 50 percent off hard cover memory books until Dec. 15. York is offering free shipping on hard cover memory book orders of $20 or more until Dec. 16. My Publisher is currently running a special where consumers can receive a free photo book with the purchase of at least one and this promotion will be effective through Jan. 7.
Full reports on online print pricing and custom products will be available in January.
Data Watch: Scrapbooking shows path toward digital
According to the recently released PMA 2008 U.S. Consumer Scrapbook Report, 22 percent of U.S. households have completed scrapbook projects and an additional 9 percent of households have started but not finished a scrapbook project. Fourteen percent of households completed a scrapbook in the 12 month period ending April 2008, up from 12 percent who completed one in 2005. The percent of U.S. households interested in the digital components of scrapbooking has increased dramatically over the past couple of years, according to PMA Marketing Research.
Scrapbooks can be impressive craft pieces but take time and practice to make the traditional way. The emerging role of digital technology in scrapbooking may be the catalyst for speeding up the process and expanding the popularity of scrapbooks beyond the dedicated niche to mainstream photo customers. Digital options may even be the tool to attract more young people to the market. Nineteen percent of active scrapbooking households used the computer for some elements of their scrapbook project in 2005. This more than tripled in the year ending April 2008, with a whopping 68 percent of scrapbookers using the computer for some elements of their scrapbook project.
Only one percent of households completed the entire project using the computer in the 12 month period ending April 2008, down from 5 percent in 2005. While 55 percent of households plan to keep their computer use the same, more than 40 percent of households cited they plan to increase computer usage in their scrapbook projects. Only 4 percent plan to decrease computer use.
The most popular reason for using computers in scrapbooking was for printing digital photos, cited by 47 percent of active
scrapbooking households. Thirty-four percent used the computer to improve the quality of photos and 30 percent use it for the designing of pages. Other reasons for using the computer that were mentioned were to print other materials and to visit forums and blogs. Twenty-two percent had other reasons for using the computer as well.
For the full PMA 2008 Consumer Scrapbooking Report please visit the Marketing Research website.
For comments and questions please visit the Marketing Research blog PMA Foresight.
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Data Watch: Copyright awareness mixed for portrait customers
According to the 2008 PMA U.S. Portrait Report, U.S. consumers spent in 2007 a total of $7.6 billion on well-known portrait products. Less than half (38 percent) of portrait customers feel that the photographer/studio/firm owns the copyright to the portraits, while 35 percent are unsure. More than one quarter (27 percent) feel that they own the copyright and can have additional copies/scans made anywhere.
Households that classify themselves as beginners in terms of photo skill level are much less likely (29 percent) than those who consider themselves advanced/proficient in terms of skill level (51 percent) to acknowledge the photographer, studio, or firm as the owner of the copyright. Consumers’ attitudes on copyright plays a role in determining where they choose to make reprints or other items from their portraits later in the year, according to PMA Marketing Research.
Of U.S. households that felt the consumer owns the copyright, 53 percent went back to the original photographer to make portrait reprints or other items from their portraits later in the year in 2007. Sixty-seven percent of those who feel the photographer, studio, or firm own the copyright went back to the original photographer. Those who felt the consumer owns the copyright were more likely to make reprints and other items at home or elsewhere compared to those who felt the photographer, studio, or firm owns the copyright.
More than half of U.S. households who made prints/additional prints of their portraits later in the year go back to the original photographer for the prints. An additional 28 percent make the prints elsewhere and 24 percent make their prints at home. Consumers are most likely to go back to the original photographer later in the year for prints/additional prints, but not when they are making other items from their portraits. When making CDs and DVDs, households are most likely to make them at home rather than go back to the original photographer or make them elsewhere. Consumers were most likely to make photo books at home and elsewhere, but they were not very likely to go back to the original photographer for this process. Greeting cards were most likely to be made elsewhere at a later time in the year than to be made at home or by the original photographer.
