Table of Contents
- Scope and Themes
- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- Overview
- Still cameras enter commodity stage
- Videocamera market picking up steam
- One part of a digital universe
- The power of print
- Three surprisingly different supply branding positions
- All in the family
- Young pioneers
- The role of retail
- Market Size and Forecast
- Key points
- A new digital world
- A maturing sector
- An opportunity in accessories and related products
- Figure 1: Total U.S. sales and forecast of digital cameras at current
prices, 2003-10
- Figure 2: Total U.S. sales and forecast of digital cameras at inflation
adjusted prices, 2003-10
- Competitive Context: What Happens when Cell Phones offer 5-8 MP
Resolution?
- Introduction
- Are we there yet?
- The camera is the most popular convergence feature on cell phones
- Consumers may stop trading up at the 6-8 MP mark
- Figure 3: Attitudes to megapixel capacity, January 2008
- Attitudes toward and use of cell phones as cameras
- Figure 4: Attitudes and usage regarding cellphone camera use, January
2008
- Competition from multifunction convergence products
- Figure 5: Camera-equipped mobile phone ownership/feature usage, May
2006-June 2007
- Convergence within the market a potential response
- Figure 6: Interest in advanced digital camera features, by age, January
2008
- Videocamera still photo usage
- Figure 7: Camcorder usage for taking still photos, by age and gender,
January 2008
- Segment Performance
- Key points
- Concerns about complexity and value limit videocamera growth
- One camera that can do it all
- Figure 8: U.S. sales and forecast of digital cameras at current prices,
by segment, 2003-10
- Figure 9: U.S. sales of digital cameras, by segment, 2005 and 2007
- Segment Performance--Digital Still Cameras
- Key points
- Cameras grow up
- Target for success
- Figure 10: U.S. sales and forecast of digital still cameras, at current
prices, 2003-10
- Figure 11: U.S. sales and forecast of digital still cameras, at
inflation adjusted prices, 2003-10
- How low can prices go?
- Figure 12: Total U.S. unit sales and average prices of digital still
cameras, 2003-07
- Segment Performance--Videocameras
- Key points
- Slow but steady
- Importance of ease of use and quality
- Figure 13: U.S. sales and forecast of videocameras, at current prices,
2003-10
- Figure 14: U.S. sales and forecast of videocameras, at inflation
adjusted prices, 2003-10
- Finding the "sweet spot" in pricing
- Figure 15: Total U.S. unit sales and average prices of videocameras,
2003-2007
- Retail Channels
- Key points
- Available everywhere
- Wal-Mart and club stores
- Online-only vendors
- Poor economic outlook likely to disproportionately impact CE specialists
- It' s all about service
- Added value services
- Web marketing crucial
- Figure 16: Methods used for researching digital camera and videocamera
purchases, January 2008
- Market Drivers
- Film retains substantial disposable camera sales--an opportunity for
low-end DSCs
- A new digital world
- Figure 17: U.S. household penetration of leading media technologies,
2005 and 2007
- From consuming to creating content
- Figure 18: Online teen participation in selected content creation, 2004
and 2007
- The rise of HDTV
- Figure 19: Penetration of HDTV, 2004-07
- Rapid price declines continue
- Figure 20: Average PC per-unit prices, 2002-07
- The importance of prints
- Figure 21: Digital camera prints made, by method, 2002-07
- Printing services and kiosks--clearing PCs from the picture
- Focus on design
- Figure 22: Crayola Camera
- Figure 23: Spiderman CameraCustomization: flexible forms and appearance
- A souring economy
- Figure 24: Consumer sentiment index, 2001-07
- Leading Companies
- Key points
- Vendors jostle for position
- Just one part of the picture
- Figure 25: Unit sales of leading digital camera companies, 2005 and 2006
- Popularity of still camera brands
- Figure 26: Brands of still camera brands owned, May 2006-June 2007
- Figure 27: Brands of still camera brands owned, by age, May 2006-June
2007
- Figure 28: Still camera brands owned, by household income, May 2006-June
2007
- Popularity of videocamera brands
- Figure 29: Videocamera brands owned, May 2006-June 2007
- Figure 30: Videocamera brands owned, by age, May 2006-June 2007
- Brand Qualities
- Canon
- Sony
- Eastman Kodak
- Innovation and Innovators
- Leica
- Sakar International
- Sigma
- Advertising and Promotion
- Overview
- Traditional advertising
- Figure 31: Advertising spending by leading camera brands, 2005 and 2006
- In-store promotions
- Online marketing
- Sponsorships
- Contests
- Television advertising
- Canon
- Figure 32: Canon PowerShot television ad, 2007
- Kodak Picture Kiosks
- Figure 33: Kodak Picture Kiosk television ad, 2007
- Nikon
- Figure 34: Nikon DSLR D40 television ad, 2007
- Sony Cyber-shot
- Figure 35: Sony Cyber-Shot television ad, 2007
- Trends in Analog and Digital Camera Ownership
- Figure 36: Ownership of cameras, by type, 2003-07
- Average Spend on Cameras
- Figure 37: Mean spending on still and videocameras, May 2006-June 2007
- Digital Camera Ownership
- Figure 38: Ownership of cameras, by type of camera, by key demographics,
May 2006-June 2007
- Digital Device Ownership and Purchase Intent
- Figure 39: Ownership and purchase intent for digital devices, January
2008
- Frequency of Picture Taking
- Figure 40: Mean number of digital pictures taken over last three months,
May 2006-June 2007
- How Stills are Used in Digital Applications
- Figure 41: Usage of digital applications for photos, by age, January
2008
- Figure 42: Usage of digital applications for photos, by age, January
2008
- Figure 43: Usage of digital applications for photos, by household
income, January 2008
- Figure 44: Usage of digital applications for photos, by household size,
January 2008
- Printing Photographs
- Figure 45: Usage of printing applications for photos, by age, January
2008
- Figure 46: Usage of printing applications for photos, by household size,
January 2008
- Figure 47: Usage of printing applications for photos, by household
income, January 2008
- Factors Impacting Camera Purchase
- Figure 48: Factors impacting digital still and videocamera purchases,
January 2008
- Interest in Features
- Figure 49: Interest in focus-related digital camera features, by age,
January 2008
- Figure 50: Interest in focus-related digital camera features, by
household size, January 2008
- Interest in Basic and Design-oriented Features
- Figure 51: Interest in basic/design digital camera features, by age,
January 2008
- Reasons for Not Owning a Digital Still Camera
- Figure 52: Reasons not to own a digital still camera, by age, January
2008
- Figure 53: Reasons not to own a digital still camera, by gender, January
2008
- Figure 54: Reasons not to own a digital still camera, by household
income, January 2008
- Reasons for Not Owning a Camcorder
- Figure 55: Reasons not to own a videocamera, by gender, January 2008
- Figure 56: Reasons not to own a videocamera, by age, January 2008
- Figure 57: Reasons not to own a videocamera, by household income,
January 2008
- Figure 58: Reasons not to own a videocamera, by size of household,
January 2008
- Persuading Owners to Upgrade
- Figure 59: Factors encouraging digital camera owners to upgrade, by age,
january 2008
- Figure 60: Factors encouraging digital camera owners to upgrade, by
race/ethnicity, January 2008
- Figure 61: Factors encouraging digital camera owners to upgrade, by
household size, January 2008
- Gifting
- Figure 62: Attitudes and behavior regarding gifting, by gender, January
2008
- Figure 63: Giving and receiving digital cameras , by age, January 2008
- Figure 64: Attitudes and behavior regarding gifting, by household size,
January 2008
- Kids and Cameras
- Trended ownership
- Figure 65: Camera ownership by teens and children, 2004-07
- Camera ownership and digital camera ownership by age
- Figure 66: Camera ownership by teens and children, by age, May 2006-June
2007
- Number of photos taken
- Figure 67: Mean number of pictures taken by teen respondents, May
2006-June 2007
- Attitudes to Photography and Video Usage
- Figure 68: Attitudes to photography and video, by age, January 2008
- Figure 69: Attitudes to photography and video, by race/ethnicity,
January 2008
- Figure 70: Attitudes on photography and video, by household size,
January 2008
- Results by Race/Ethnicity
- Introduction
- How photos are used
- Figure 71: Usage of digital applications for photos, by race/ethnicity,
January 2008
- Figure 72: Usage of printing applications for photos, by race/ethnicity,
January 2008
- Brand ownership
- Figure 73: Brands of still camera brands owned, by race/ethnicity, May
2006-June 2007
- Figure 74: Brands of videocamera brands owned, by race/ethnicity, May
2006-June 2007
- Interest in features
- Figure 75: Interest in advanced digital camera features, by
race/ethnicity, January 2008
- Figure 76: Interest in basic/design digital camera features, by
race/ethnicity, January 2008
- Appendix: Additional Results by Gender
- How men and women differ in their use of photos
- Figure 88: Usage of digital applications for photos, by gender, January
2008
- Figure 89: Usage of printing applications for photos, by gender, January
2008
- Appendix: Trade Associations
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