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U.S. Digital Camera Market Driven by Purchases of Replacement and Additional Cameras

More consumers today are purchasing replacement and additional digital cameras. Our survey participants reported owning an average of 1.6 digital cameras, up from 1.4 in 2006. While it is true that 60% of respondents reported owning only one camera, 14% are using three or more (these households would certainly qualify as photo enthusiasts or early adopters). The average number of digital cameras in use per household has been rising slowly over the past few years, and this trend is expected to continue as consumers return to purchase additional or replacement digital cameras. Many of these consumers will pass their older cameras onto family or friends, providing that they are still functioning.

Survey participants who owned digital cameras were asked if their newest photo-taking device was their first digital camera, a replacement, or an additional digital camera. As illustrated in the Figure below, 49% of survey participants were still on their first digital camera (compared to 55% during our 2006 survey). 31% were using a replacement for an old digital camera, and the other 20% had purchased an additional camera. The survey participants that were still on their first camera may soon be ready for an upgrade—specifications have dramatically improved over time, and this will prompt more and more consumers to upgrade their cameras or purchase additional ones.

When repeat digital camera owners were asked why they chose to purchase a replacement camera, the most common responses were a desire for better quality, a need for higher resolution, a desire for better zoom capabilities, a desire for faster response times, and the need for a smaller camera. While the greatest percentage of survey participants who purchased an additional digital camera cited the need for another camera for another member of the household, the need for better quality or higher resolution followed close behind. The need for another camera for another member of the household is consistent with our finding that the average number of cameras per household is on the rise. Cameras are becoming more of a personal item, and this result is likely a reflection of this trend.

The preceding is an excerpt from a report entitled 2007 Digital Camera End-User Survey Analysis: United States. To learn more about this report, visit our online store or contact Robyn Wuori at ext. 109 or via e-mail at .