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(Weymouth, MA) December 10, 2008 . . . According to InfoTrends’ latest digital camera end-user survey, the digital camera market is increasingly becoming populated by mainstream consumers and late adopters as it approaches maturity. Previously this market was made up of a higher percentage of tech-savvy, early adopting hobbyists, but the landscape has changed to include a higher proportion of those who rarely take photos. The proportion of digital camera owners who describe their photo behavior as rarely taking photos has been increasing steadily since 2006. As is to be expected over time, the percentage of late adopters in the market has also risen substantially. As the spectrum of digital camera owners has broadened beyond tech-savvy hobbyists looking for the latest and greatest gadgets on the market, vendors must adjust their marketing and product planning strategies to target these individual groups of consumers with very distinct preferences. While features such as extended zoom and optical image stabilization appeal to many consumers, product marketing that focuses on highly technical aspects may overwhelm those that are less familiar with or interested in digital photography. Vendors must develop targeted marketing strategies as well as product lines that will appeal to specific consumer segments. One consumer segment that is particularly lucrative for vendors in the digital imaging space is mothers, defined as females between the ages of 25 and 44 with children under age 12. Mothers exhibit particularly unique preferences and behaviors when it comes to digital photography, but they are also extremely active photographers. Vendors must respond with products that fulfill their requirements as well as marketing campaigns that communicate the benefits they are looking for. To deliver insight into the needs and attitudes of this important consumer segment, InfoTrends has released a report entitled Spotlight on Moms: Digital Still Cameras. This report examines how mothers interact with digital still cameras and digital photo frames. Where appropriate, moms’ behaviors are also compared to those of the total survey population. The results of the full survey are also available immediately for purchase in InfoTrends’ report, 2008 Digital Camera End-User Survey Analysis: United States. This report examines Internet users’ digital camera ownership, usage, and applications and investigates the changes that have taken place among consumer digital photographers since last year’s study. For more information on either report, 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 www.infotrends.com. 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 . |
