Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Overview
- Cameras confront an economy in deep recession
- Video cameras, DSLRs provide some opportunity
- Retailer choices narrow
- Industry players struggle
- Product penetration
- One in five camera owners still using a film camera
- One in three camcorder owners still using tape
- SLRs a potential growth category
- Average spend up in first half of 2008
- Asians in the lead
Inspire Insights
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- Instant Gratification (IG)
- Digital cameras to become ever more instant and even more gratifying
- Cool consumer
- Everyone is an artist
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- Figure 1: Attitudes towards photography as an art or hobby, by age, December 2008
- Video culture
Insights and Opportunities
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- Cutting out PCs
- Providing real HD
- 3D
- Today’s hot features
- Getting the must-have ball rolling with PR
- Taking on the retail initiative
- Insights from consumer research
Market Size and Forecast
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- Key points
- A maturing category hits recession
- Increased need to demonstrate value
- Accessories remain an opportunity
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- Figure 2: Total U.S. supplier sales and forecast of digital cameras, at current prices, 2003-13
- Figure 3: Total U.S. suppliers sales and forecast of digital cameras, at inflation-adjusted prices, 2003-13
- Figure 4: Total U.S. unit sales and average prices, 2003-08
Competitive Context
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- Camera phones
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- Figure 5: Cell phone still camera ownership and purchase intent, by gender, age, household income and race/Hispanic origin, December 2008
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- Figure 6: Cell phone video camera ownership and purchase intent, by gender, age, Household income and race/Hispanic origin, December 2008
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- Figure 7: Cell phone camera vs. dedicated camera, by age, Household income, and race/Hispanic origin, December 2008
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- Figure 8: Attitudes on cell phone camera usage, by age, December 2008
- Film fades away
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- Figure 9: Film camera ownership, 2002-08
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- Figure 10: Use of disposable cameras, by gender, age, Household income, and race/Hispanic origin, April 2007-June 2008
Segment Performance
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- Key points
- Video cameras likely to drive future growth
- Two for one
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- Figure 11: U.S. sales and forecast of digital cameras, at current prices, by segment, 2003-13
- Figure 12: U.S. sales of digital cameras, by segment, 2006 and 2008
Segment Performance—Digital Still Cameras
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- Key points
- Revenues decline with the economy
- Strong potential for digital SLRs
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- Figure 13: U.S. supplier sales and forecast of digital still cameras, at current prices, 2003-13
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- Figure 14: Total U.S. supplier sales and forecast of digital still cameras, at inflation-adjusted prices, 2003-13
- Figure 15: Total U.S. supplier unit sales and average prices of digital still cameras, 2003-08
Segment Performance—Video Cameras
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- Key points
- Positioned for growth
- Pocket-sized performance
- HD goes wide
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- Figure 16: U.S. supplier sales and forecast of digital video cameras, at current prices, 2003-13
- Figure 17: Total U.S. supplier sales and forecast of digital video cameras, at inflation-adjusted prices, 2003-13
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- Figure 18: Total U.S. supplier unit sales and average prices of digital video cameras, 2003-08
Retail Channels
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- Key points
- Consolidation and closures limit opportunities
- Go where the customers are
Market Drivers
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- Slashed spending in a bleak economy
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- Figure 19: U.S. unemployment rate, September 2008-January 2009
- Figure 20: U.S. personal income and consumption, August 2008-December 2008
- The rise of online video
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- Figure 21: Online video posting behavior, by gender, age, HH inocme and race/Hispanic origin, July 2008
- Currency and inflation fluctuations
- Printing growth slows
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- Figure 22: Change in number of digital camera prints made, by method, 2007-08
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- Figure 23: Methods used for printing digital photography, 2007 and 2008
Leading Companies
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- Key points
- Leading players continue to dominate
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- Figure 24: Global digital camera unit sales of leading digital camera companies, 2005 and 2007
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- Figure 25: Revenues and net income for leading digital camera manufacturers, Q4 2007 and Q4 2008
- Canon, Kodak dominate brand ownership
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- Figure 26: Still camera brands owned, by age, April 2007-June 2008
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- Figure 27: Still camera brands owned, by household income, April 2007-June 2008
- Figure 28: Still camera brands owned, by race/Hispanic origin, April 2007-June 2008
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- Figure 29: Still camera brands owned—teens, by age and gender, April 2007-June 2008
- Figure 30: Video camera brands owned, by age, April 2007-June 2008
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- Figure 31: Video camera brands owned, by race/Hispanic origin, April 2007-June 2008
Brand Qualities
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- Canon Inc.
- Eastman Kodak
- Sony
- Nikon
Innovation and Innovators
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- Pure Digital Technologies
- Zink
- Sigma
Advertising and Promotion
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- Overview
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- Figure 32: Advertising spending by leading camera brands, 2007 and 2008
- Television advertising
- Canon
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- Figure 33: Canon Eos Rebel XSi television ad, 2008
- JVC
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- Figure 34: JVC Everio television ad, 2008
- Kodak
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- Figure 35: Kodak EasyShare M1903 television ad, 2008
- Olympus
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- Figure 36: Olympus Stylus SW television ad, 2008
- Sony
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- Figure 37: Sony Handycam television ad, 2008
- Online marketing
- Banner advertising
- Websites
- Viral marketing
Product Penetration
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- Still camera ownership
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- Figure 38: Ownership of and spend on still cameras, by gender, age, and household income, April 2007-June 2008
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- Figure 39: Use of disposable cameras, by gender, April 2007-June 2008
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- Figure 40: Type of still camera owned, by age, April 2007-June 2008
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- Figure 41: Type of still camera owned, by household income, April 2007-June 2008
- Camcorder ownership
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- Figure 42: Ownership of and spend on camcorders, by age, gender, and household income, April 2007–June 2008
- Room for upgrading to digital recording
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- Figure 43: Type of camcorder owned, by age, April 2007-June 2008
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- Figure 44: Preferred storage medium among camcorder owners, by age, December 2008
Intent to Purchase
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- Figure 45: Ownership, plan to purchase, or recent purchase of cameras and peripherals, December 2008
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- Figure 46: Intent to purchase digital cameras and camcorders, by age, December 2008
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- Figure 47: Plans to purchase digital photo accessories, by age, December 2008
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Printing
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- Figure 48: Photo printing, by gender, age, and household income, April 2007-June 2008
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- Figure 49: Method of printing photos, by gender, April 2007-June 2008
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- Figure 50: Method of printing photos, by age, April 2007-June 2008
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The Purchase Process
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- Figure 51: Reason for camera or camcorder purchase, December 2008
- Digital camera purchase
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- Figure 52: Involvement in purchase of digital cameras, by gender, December 2008
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- Figure 53: Involvement in purchase of digital cameras, by age, December 2008
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- Figure 54: Involvement in purchase of digital cameras, by household income, December 2008
- Research
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- Figure 55: Influences on digital camera purchase decision, by age, December 2008
- Features
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- Figure 56: Features affecting digital camera purchase decision, by age, December 2008
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- Figure 57: Features affecting digital camera purchase decision, by household income, December 2008
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- Figure 58: Features affecting camcorder purchase decision, by Household income, December 2008
- Megapixels still equal quality in consumers’ eyes
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- Figure 59: Attitudes towards megapixels, by gender, December 2008
- Camcorder features
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- Figure 60: Features affecting camcorder purchase decision, by age, December 2008
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Attitudes and Motivations
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- The Artist/Hobbyist
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- Figure 61: Attitudes towards photography as an art or hobby, by age, December 2008
- Valued features
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- Figure 62: Features used by camera owners, by age, December 2008
- Gadgets for men, mementos for women
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- Figure 63: Attitudes towards SLRs, by gender, December 2008
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- Figure 64: Features used by camera owners, by gender, December 2008
- Under-35s talk up cameras and take classes
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- Figure 65: Information gathering and photography education, by age, December 2008
Race and Hispanic Origin
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- Still camera ownership
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- Figure 66: Ownership of and spend on still cameras, by race/Hispanic origin, April 2007-June 2008
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- Figure 67: Type of still camera owned, by race/Hispanic origin, April 2007-June 2008
- Disposable cameras
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- Figure 68: Use of disposable cameras, by race/Hispanic origin, April 2007-June 2008
- Camcorder ownership
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- Figure 69: Ownership of and spend on camcorders, by race/Hispanic origin, April 2007-June 2008
- Asians still lacking digital medium camcorders
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- Figure 70: Type of camcorder owned, by race/Hispanic origin, April 2007-June 2008
- Printing
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- Figure 71: Printing of digital photos, by race/Hispanic origin, April 2007-June 2008
- Online blacks and Hispanics keen on digital photography
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- Figure 72: Intent to purchase digital cameras and camcorders, by race/Hispanic Origin, December 2008
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- Figure 73: Attitudes towards photography as an art or hobby, by race/Hispanic origin, December 2008
Custom Consumer Groups
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- Still camera ownership
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- Figure 74: Ownership of still cameras and use of disposable cameras, by marital status and presence of children in the household, April 2007-June 2008
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- Figure 75: Type of still camera owned, by marital status and presence of children in the household, April 2007-June 2008
- Camcorder ownership
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- Figure 76: Ownership of camcorders, by marital status and presence of children in the household, April 2007-June 2008
- Plans to purchase cameras and camcorders
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- Figure 77: Plans to purchase digital cameras and camcorders, by age of child in household, December 2008
- Plans to purchase digital photo accessories
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- Figure 78: Plans to purchase digital photo accessories, by age of child in household, December 2008
- Child ownership
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- Figure 79: Ownership and use of cameras among children, by gender and age, April 2007-June 2008
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- Figure 80: Type of camera owned among children, by gender and age, April 2007-June 2008
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- Figure 81: How camera was acquired among children, by gender and age, April 2007-June 2008
Cluster Analysis
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- Hobbyists and Expressionists
- Who they are
- Opportunity
- Point-and-clicks
- Who they are
- Opportunity
- Photographers
- Who they are
- Opportunity
- Cluster characteristics
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- Figure 82: Camera clusters, December 2008
- Figure 83: Camera and camcorder ownership, by camera clusters, December 2008
- Figure 84: Attitudes toward cameras and camcorders, by camera clusters, December 2008
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- Figure 85: Interest in features, by camera clusters, December 2008
- Figure 86: Lack of interest in features, by camera clusters, December 2008
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- Figure 87: Lack of awareness of features, by camera clusters, December 2008
- Figure 88: Level of engagement, by camera clusters, December 2008
- Cluster demographics
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- Figure 89: Camera clusters, by gender, December 2008
- Figure 90: Camera clusters, by age, December 2008
- Figure 91: Camera clusters, by household income, December 2008
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- Figure 92: Camera clusters, by race, December 2008
- Figure 93: Camera clusters, by Hispanic origin, December 2008
- Cluster methodology
Appendix: Trade Associations
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