Digital Still Cameras and Videocameras - US - March 2008

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