PMA reports flat February consumer printing
JACKSON, Mich. – PMA – The Worldwide Community of Imaging Association, reports the amount of digital printing remained essentially level for the month of February. According to PMA Marketing Research, the volume of prints made from digital-still camera images decreased by 1 percent compared to the same month the previous year. Printing volumes at retail minilabs and instant kiosks grew 8 percent and grew 11 percent, respectively. Online ordering fell 16 percent and home printing grew by 2 percent in February. “The opening of over 800 new drugstores in 2009 seems to be the main driver behind the continuous growth in the retail channel share and decline in the online channel share” said Dimitrios Delis, PMA Director of Marketing Research. With the absence of significant price changes at retail – see April 2010 Online Print Price Report – the home channel is maintaining its share. Statistics from the NPD Group Inc. showed overall camera sales dropped 14 percent in February 2010. Overall demand for digital cameras decreased 14.3 percent in February.
The PMA Monthly Printing and Camera Trends Report, available exclusively to PMA members, provides timely insight into the printing and camera purchasing behaviors of consumers. PMA also translates the camera sales data from NPD Group into year-over-year trends on both a monthly and year-to-date basis. Available from the marketing research area of the PMA website (www.pmai.org), the report is available for member download.
About PMA – The Worldwide Community of Imaging Associations
As a professional trade association, PMA® helps the worldwide photo imaging community achieve business success and adapt to new technologies. Its commitment to its members in 100-plus countries is part of an 85-year legacy that connects business owners to a network of knowledge and support. PMA furthers this purpose through the development of educational programs and business services, marketing research, publications, and trade shows. As a nonprofit organization, any success enjoyed by PMA in its endeavors directly benefits the industry, allowing PMA to provide continual services and activities for members.
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.
