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InfoTrends Report Series Offers Complete Picture of Digital Photography Habits of Moms

(Weymouth, MA) December 17, 2008. . . InfoTrends has released an innovative series of reports exploring the digital photography preferences and behaviors of a truly unique consumer segment: moms. The Spotlight on Moms series offers valuable insight into this important market segment, defined as females between the ages of 25 and 44 with children under age 12.

There is no question that children are drivers of all digital imaging activity. InfoTrends’ research shows that moms take, print, and share significantly more photos than the general population. According to Ed Lee, Group Director of InfoTrends’ Consumer Imaging Services, “To effectively target this lucrative consumer segment, imaging vendors and retailers need to understand what motivates mothers to engage in digital photography activities, as their digital imaging habits differ significantly from those of the general population.” The Spotlight on Moms series includes reports in the areas of online photo services, photo printing, digital still cameras, and videography, offering a complete picture of how to best tap into this important segment of the market.

InfoTrends’ research has uncovered telling information on the preferences of mothers. For instance, moms want cameras that are easy to use and can capture high-quality photos. They also place a very high premium on photo printing, and many will be willing to spend more on a home printer if it means they can obtain the features they want. In addition, InfoTrends’ research shows that moms are significantly more likely than other consumers to embrace photo printing options including net-to-retail and net-to-mail photo printing and that they share more photos via e-mail and other online options than the general population. This research also confirms that differences in the behavior of this market segment are not limited to digital still photos, as the average length of the videos shot by moms is two times that of the general population.

The Spotlight on Moms series is available immediately for purchase. Reports can be purchased individually or as a package. For more information, please visit our online store or contact Robyn Wuori at ext. 109 or via e-mail at .

InfoTrends, a Questex company, is the leading worldwide market research and strategic consulting firm for the digital imaging and document solutions industry. We provide research, analysis, forecasts, and advice to help clients understand market trends, identify opportunities, and develop strategies to grow their businesses. Additional information about InfoTrends is available on the Web at

Copyright © 2008 InfoTrends. All rights reserved. Reproduction or reuse of InfoTrends materials is strictly prohibited without prior written consent. If you are interested in referencing InfoTrends content, please submit your request to .


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