Imaging Industry Roundtable
We encourage retailers to explore our online communities, among others, to learn about trending topics and how photographers, enthusiasts and general consumers interact and what they find important. This will allow retailers to get a better sense of what influences the purchasing decisions of their customers.
Liz Cutting, Digital Imaging Analyst, NPD: NPD's September 2010 Digital Imaging Study revealed that 72 percent of adults under the age of 30 who recently purchased a digital camera were uploading their still images to social networks, and 22 percent were uploading video. Compare that to the fact that just 9 percent of these young adults said they were making photo books and you have an "opportunity" to attract the next generation of photographic families.
The biggest reason for not printing at a photo specialty store for this core group was "too expensive," followed by "inconvenient location." Having a committed presence on Facebook gets you in the game among many of these younger consumers who otherwise might never grace your doorstep. Retailers who present themselves as responsive, current and full of good service stand to benefit from increased brand awareness and more customers in the store. Social networking is a vehicle with give and take—give consumers excellent advice, good in-store deals, and an environment to share images, and get information on consumer needs while gaining endorsers of your brand. "Word of mouth" accounts for over a quarter of the reasons consumers pick a particular retailer for printing their images.