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The Consumer Digital SLR Marketplace: Identifying & Profiling Emerging Segments

Publication Date: October 2008
Service: Digital Photography Trends

Introduction

The digital camera market is reaching the mature stage in its product life cycle. Point and shoot (P&S) cameras are headed toward commodity status and are under constant price pressure, while digital SLRs (DSLRs) are emerging as an area of growth within the industry. Once relegated to professional photographers or serious hobbyists, DSLRs have come down in price over the last several years, making them affordable to a greater number of people and attractive to those who never would have purchased a film DSLR.

Although DSLRs are more expensive than P&S cameras, InfoTrends expects that DSLR owners will replace their camera body after a shorter length of time than film SLR owners did. New technology and lower prices will contribute to a buoyant DSLR market in the coming years. Because DSLR owners buy into a system of lenses, vendors that can win the support of first-time DSLR buyers will secure future revenue streams from body upgrades and purchases of additional lens and accessories.

As the market continues to grow, players in the market must obtain a better understanding of the attitudes, desires, and purchasing decision drivers of DSLRs users and potential buyers. Digital SLR owners exhibit many unique attributes, such as the fact that they are more active photographers than other digital camera owners. This study will explore the drivers of photo activity among DSLR owners as well as the services and products they use and anticipate using in the future. Companies vying for a leadership position in the consumer digital SLR marketplace will benefit directly from the findings of this study. Players in the space include:

• Digital SLR camera companies
• Lens manufacturers
• Photo accessory companies
• Imaging software vendors
• Online photo sharing services and print providers
• Photographic equipment retailers

The coming 18 months will be critical for companies in the DSLR market that want to hook consumers into their system and reap the benefits from future upgrades. This study coincides with a DSLR market that is at the cusp of moving from the early adopter stage to the early majority stage and will provide vendors with timely and actionable information. It will provide a complete understanding of today’s consumer digital SLR owner and what may be in store for the future.

Project Objectives

InfoTrends has been surveying the consumer digital camera market for the last 10 years and will leverage existing information and insights on DSLR owners as well as on segments that are most likely to purchase a DSLR. The study will provide camera, lens, accessory, and photographic equipment retailers with critical information to support their marketing efforts and product planning and distribution initiatives. Key information objectives include:

• Demographic profiling of DSLR owners
• Examination of digital photo activities
• Obtain insight into feature requirements
• Determine purchase decision criteria
• Identify accessories owned
• Size, segment, and forecast the market by price band
• Gain a better understanding of how DSLR owners add value to the digital imaging market through their use of related services and technologies
• Determine the impact of the entry of new brands and whether earlier brand ownership impacts future purchase decisions
• Identify opportunities and strategies for technology vendors and service providers

Analysis and Project Deliverables

Extensive analysis of the desk research and structured survey work will be used to develop a comprehensive understanding of the opportunities and issues for equipment, software, and service providers. Clients will receive a combination of reports, presentation material, and research data for senior management, product managers and planners, and sales and marketing executives. The material will include:

• Executive summary report that addresses key issues, findings, forecast assumptions and trends, and overall recommendations.
• DSLR forecast by price segment.
• Presentation-style power point slides with comments on research findings, market trends, and strategy recommendations.
• Data book of the survey tabulations for additional analysis of key questions and market segments.

Getting Started

For more information on the study or to sign up as a participant, contact Matt O’Keefe at +1 ext. 115 or via e-mail at . Early subscriber discounts are available until June 30, 2008.