Consumerscope: The Changing Digital Imaging Landscape
With the advancement of smartphones and constant connectivity, point-and-shoot camera shipments are falling, while smartphone shipments continue to grow. Consumers are increasingly interested in sharing photos with friends and family, and point-and-shoot cameras are unable to share photos instantly like smartphones.
A recent study fielded by the Consumer Electronics Association (CEA), “Digital Imaging: Photo Sharing and Printing (January 2013),” finds point-and-shoot cameras remain the primary imaging device used by many consumers, particularly those over 50. But the use of smartphones as a primary camera has increased from six percent to 32 percent over the past three years, while the use of point-and-shoot cameras fell from 68 percent to 36 percent, indicating smartphones are poised to lead the market. The digital imaging market is becoming increasingly tied to both social media and photo sharing. CEA’s research finds that consumers who take at least one picture a month, share, on average, half of their photos. In addition, six in 10 (59 percent) digital imaging users prefer to post pictures on social networking sites.
Smartphone and point-and-shoot camera owners cite family and friends as the most important subjects of their photos. Smartphones are cited as the main device used to take pictures of friends and family, while point-and-shoot cameras are used more frequently for natural scenery, pets and urban settings. It is important to note that users who plan to print and edit photos prefer point-and-shoot cameras. But the trend leans toward sharing photos on social media sites, giving smartphones the competitive advantage. Point-and-shoot camera sales can be rejuvenated by a marketing approach emphasizing scenery and photo editing, while also offering social media connectivity.