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Consumer Digital SLRs and Other Interchangeable Lens Cameras

Publication Date: June 2010

Introduction

This study serves as a follow up to InfoTrends’ 2008 Consumer DSLR study, which examined the unique attitudes, behaviors, and purchasing decision-drivers of digital single-lens reflex camera (DSLR) owners and potential buyers in the U.S.
market.

There is no question that the DSLR segment of the digital camera market has been growing at a rapid clip. Recent U.S. InfoTrends’ forecasts show a steady increase in unit shipments over the course of the next five years, with competitively priced models prompting former point & shoot owners to consider an upgrade. At the same time, however, new sub-categories of cameras are emerging as competitors look to differentiate themselves and focus on specific types of users. Extended zoom cameras and Micro Four-Thirds products made their mark in 2009 and will continue to capture share in 2010. Micro system cameras are appealing to novices from a form factor perspective, while the technology itself still speaks to early adopters and hobbyists. In 2010, InfoTrends expects to see an even greater focus on HD video as well, adding yet another component to an increasingly sophisticated assortment of consumer products.

For today’s camera OEMs and digital imaging vendors, the need to continually identify and profile these consumers remains high. They must understand their attitudes, desires, and purchasing decision drivers. Monitoring year-over-year changes in the target markets is also critical from both a product planning and a marketing perspective. InfoTrends believes it is important for vendors not only to examine DSLR owners and likely buyers, but also to look at complementary user groups such as hobbyists, advanced hobbyists, females and young adults that may not necessarily own a DSLR but are investing in the category. While they may not be in the market for a DSLR today, they are contributing to a buoyant camera market and may become tomorrow’s customer.

This study will once again explore what drives photo activity among owners of DSLRs and related products, and which services and products they use and anticipate using in the future. All players in this marketplace, including digital camera vendors, accessory vendors, software and services vendors will benefit directly from the findings of this study. It will provide a complete understanding of the consumer digital SLR owner today and what may be in store for the future. It will segment, size and forecast the camera hardware market by specific pricebands, and also provide recommendations for technology vendors and software/service providers.

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 or another interchangeable lens camera (i.e. Micro Four-Thirds or other mirrorless camera) product. The study will provide camera, lens, accessory, online photo services and photographic equipment retailers with critical information to support their marketing efforts, product planning and distribution initiatives. Key information objectives include:

• Demographic profiling of owners
• Demographic profiling of future owners
• Digital photo activities
• Feature requirements
• Relative importance of product attributes
• Purchase decision criteria
• Accessories owned
  o Lens, speedlights, etc.
• Ownership and use of software
• Printing and storage behavior
• Size, segment, and forecast the market by price band
  o Units
  o Revenue
• Gain a better understanding of how owners of DSLRs and similar products add value to the digital imaging market
  through their use of related services and technologies
• Understand the impact of the entry of new brands, and how earlier brand ownership might impact 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:

• Summary report that addresses key issues, findings, market drivers and barriers, the forecast and trends, and
  overall recommendations.
• An Excel-style DSLR forecast by price segment.
• Presentation-style power point slides with data on research findings
• 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 February 1, 2010.