Considered cutting-edge and expensive CE luxuries not so long ago, digital cameras and camcorders have evolved from being unique to commonplace. In fact, household penetration rates for these products have increased to the point where 77 percent of U.S. adults own a digital camera/digital SLR, and 51 percent own a camcorder.
Replacement models and gifts are now driving the majority of growth in this category. CEA’s recent U.S. Sales and Forecasts (January 2009) projects shipments and revenue for digital cameras to decrease nine percent in 2009. And yet, the widespread adoption of these affordably priced devices has generated an explosion of digital images and video footage. Consumers have made the adjustment from scarcely being able to afford and decipher these cameras to having to figure out where and how to store the content they are creating.
If the economic climate remains frozen, and the market for digital cameras and camcorders has indeed reached a saturation point, it will be imperative for manufacturers to ascertain where fresh opportunities exist. CEA’s new study, “Digital Imaging: A Focus on Sharing,” addresses key facets of consumer-generated digital images (still and video):
• Existing behaviors regarding sharing captured images
• Determining current satisfaction levels
• Uncovering obstacles to sharing captured images
• Developing profiles of key consumer segments
Digital cameras are currently experiencing what might ultimately be their peak household penetration rate. Consumers take an average of 588 photographs annually, and the most popular means for sharing these images include e-mail (55 percent), showing them on personal computers (48 percent) and posting images online (40 percent). Consumers 18-24 years old report taking an average of 85 digital photos per month while consumers ages 24-34 report taking a mean of 61 per month.
Sharing videos is less common than sharing photographs. Approximately two in 10 consumers share their videos as opposed to over half who share photographs via e-mail—among other sharing options. Consumers are generally satisfied with the available options for sharing, storing and editing photos online, with social networking sites such as MySpace, Facebook and Kodak Gallery being the more popular destinations. Consumers take into account ease-of-use, speed of upload, and cost of service (with cheap or free service being the optimal preference) when choosing sites.
To be certain, traditional print photographs remain a popular means for sharing images, with 83 percent of adults printing their photographs in some capacity. As mentioned earlier, social networking sites have become increasingly utilized, more so than dedicated photo sharing sites. Social networking sites have also become primary destinations for consumers seeking to post videos online as well.
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