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Repeat vs. New Digital Camera Customers


In 2008, 86% of digital cameras were sold to consumers who already owned a digital camera. There will continue to be a small number of first-time buyers in the market, due to natural changes in the population. Personal ownership of digital cameras will mean that households owning multiple cameras will grow throughout the forecast period. InfoTrends expects that increasingly repeat digital camera purchases will be for additional, rather than replacement, cameras. This is driven by individual ownership of digital cameras and by lower digital camera prices. Additionally, special purpose cameras, like waterproof and shockproof cameras, will contribute to additional camera sales, as potential buyers look for features that their daily cameras do not have.

Success in the digital camera market is dependent on appealing to repeat digital camera buyers. A repeat digital camera buyer is someone who purchases an additional or replacement camera. Since 86% of digital cameras sold in 2008 were to households already owning a camera, it is important to understand what drives consumers to purchase another camera. Vendors can encourage consumers to purchase another camera by developing new technology and features, or by making it even easier to take and share great photos.

The preceding is an excerpt from InfoTrends’ North American Consumer Digital Camera Forecast: 2009-2014. For more information or to purchase this report, visit our online store or contact Robyn Wuori at + ext. 103 or e-mail .

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