PMA Data Watch: DSLR purchasers most likely to be purchasing additional units

According to the PMA 2010 U.S. Camera/Camcorder Digital Imaging Survey, 20 percent of households that purchased digital cameras in 2009 were purchasing the first digital camera, not a replacement. Forty-three percent of households were replacing an older digital camera and the remaining 37 percent were making an additional purchase. This varied, however, depending on whether or not the camera purchased was a DSLR.

Three percent of households that purchased a DSLR purchased the unit as a first digital camera and 30 percent of households purchased the DSLR to replace another digital camera. Two-thirds of households that purchased a DSLR in 2009 purchased it as an additional unit. The average replacement period for digital cameras has also increased as features are becoming more advanced. In 2009, U.S. households claimed to replace digital cameras after about 4 years, an increase from 3.7 years stated in 2008. In 2009, just 2 percent of households said they replaced a digital camera after less than one year.

The most common reason households gave for replacing their digital camera was it was broken or not working properly. More than half of households replaced digital cameras for this reason while 43 percent desired a camera with better resolution. Other reasons for replacing digital cameras included the need for longer zoom, anti-shake or image stabilization,  and faster shutter speed.