PMA Data Watch: Retail printing among U.S. households

According to the PMA 2010 U.S. Camera/Camcorder Digital Imaging Survey, 61 percent of digital camera owners made paper prints in 2009. U.S. households that made prints were most likely to print less than 10 percent of the pictures they saved, stored or kept. Fifty-four percent of printing households made prints away from home, either by ordering from a retail counter or by using the instant kiosk.

Drugstores held the largest share of retail prints last year. More than one-third (36 percent) of all prints made at retail in 2009 were made at drugstores, up from 31 percent in the year prior. Discount stores were next in line capturing 29 percent of retail print share. Internet firms made up 15 percent of print share followed by warehouse clubs which made up another 13 percent. Camera stores/one-hour labs, mail order, supermarkets and other locations made up the remainder of retail prints.

The most common reason for making prints in 2009 was for the purpose of giving them to family or friends. Eighty-nine percent of printing households made prints for this reason, up from 83 percent in the previous year. Seventy-two percent of households put them in albums at home. Other reasons for printing include to put them in frames at home or in the office and to keep in boxes or envelopes around the home.