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Strategy for Digital Camera

In: Business and Management

Submitted By robertlevin
Words 1532
Pages 7
Digital Camera Market Overview
Kevin Tillmann Senior Research Analyst Chris Ely Manager, Industry Analysis

Overall U.S. CE Industry Growth Total U.S. CE Shipments
Factory to U.S. Dealer Shipment Revenues (millions)

Revenue in $ Billions

$169.1

$181.5

$169.8

$181.0

$195.2

$202.4

Growth:

7.3%

-6.4%

6.6%

7.9%

3.7%

2007

2008

2009

2010

2011e

2012p
2

Source: CEA, U.S. CE Sales and Forecasts, January 2012
Copyright © 2012 Consumer Electronics Association

Personal Spending on Consumer Electronics
Average Annual Consumer Spend

All Adults Male Female

$552
$693 $410 $513 $722 $765 $613 $351

18-24 25-34 35-44 45-54 55+
Early Adopters Mid Adopters Late Adopters

$914
$784 $402 Source: CEA, CE Ownership and Market Potential study (2012) Base: U.S. adults

Annual Household Spending on CE

Nothing/Don't know $1,000 or less $1,001-$2,000 $2,001-$5,000 $5,000 + 4%
5%

20% 20%

53%
46%

13%
15%

10%
15%
Average Annual Household Spend: 2011: $1,179 2012: $961

Source: CEA, CE Ownership and Market Potential study (2012) Base: U.S. adults

4

Top CE Purchases Planned for 2012
Rank
1 2

Overall Households
Smartphone HDTV 22% 17%

Small Spenders ($2,000/year)
Smartphone Tablet computer Notebook or laptop computer Speakers for MP3 player or iPod© Hands free car kit HDTV Digital camera iPod© car connect kit TV with a screen 40+ in External hard drive 38% 34%

3
4 5 6 7 8 9

Digital camera
Notebook or laptop computer Tablet computer Basic cell phone Bluetooth headset TV with a screen 40+ in iPod© car connect kit

15%
14% 14% 14% 14% 14% 14%

Digital camera
Basic cell phone Bluetooth headset Notebook or laptop computer TV with a screen 40+ in TV with a screen < 40 in Network router or hub

HDTV iPod© car connect 13% kit Network router or 13% hub Notebook or laptop 12% computer 11% 11% 11% 10% 10% Bluetooth headset TV with a screen 40+ in Multi-function printer Blu-ray Disc player

24%
24% 21% 20% 20% 20% 20% 19%

26%
26% 26% 25% 25% 25% 23% 20%

Network router 10 13% Source: CEA 14th Annual CE Ownership and Market Flat panel LCD TV Potential study (2012) or hub Base: National Random Sample

Portable MP3/digital media player

Source: CEA, CE Ownership and Market Potential study (2012) Base: U.S. adults

U.S. Digital Camera Revenue
(Wholesale revenues in billions) $6.8 $6.3 $6.8 $7.0

$5.8

2008

2009

2010

2011

2012p

84% of U.S. Households Own a Digital Camera Today p=projection Source: CEA Sales and Forecasts, January 2012

Digital Imaging Market Revenue Trend
Wholesale Revenues in Billions

$6.8
$2.1

$6.3 $1.5

$6.8 $1.6

$6.9 $1.9

$5.8
$1.8

$4.7

$4.8

$5.2

$5.0

$4.0
2012p

2008

2009 2010 Digital Still Cameras

2011 Digital SLRs

Source: CEA Sales and Forecasts, January 2012

Digital Point-and-Shoot Most Popular For Photos, Followed by Smartphones

Source: CEA, The Changing Landscape of Digital Photography (2012) Base: Online adults us use said device S7. Of the devices you said you use, which are capable of capturing digital photographs? S7A. Of the devices that are capable of capturing digital photos, which have you used to take a digital photo?

Digital Point-and-Shoot Cameras Used Most Frequently As Primary Photo Device
Change from 2009 (%)

-14 +12 +3 -4 +1 N/A

Total Single Use Devices that are Primary: 66% (-11%)

N/A
Source: CEA, The Changing Landscape of Digital Photography (2012) Base: Digital photographers, n=1,001 S8. Of the following devices you have used to take digital photos, which ONE do you consider to be your primary device for taking digital photos?

Reasons for Dissatisfaction Vary, Although Poor Photo Quality Cited Most Frequently for Majority of Devices

Source: CEA, The Changing Landscape of Digital Photography (2012) Q9. Why are you not more satisfied with your [insert device name] for taking digital photos? * Asked only of those who rated said digital imaging device between 1-3 on a 5-point scale, where 1 represents “very dissatisfied” and 5 represents “very satisfied”.

Four in Ten Photographers Plan to Purchase Next Device in 6 months

Source: CEA, The Changing Landscape of Digital Photography (2012) Q10. Approximately when do you plan to buy your next device to take digital photos? This includes any device with which you intend to take pictures, even if it can be used for other purposes, n=1,001

Q11. In the next 12 months, which device(s) do you plan to buy to take digital photos? Select all that apply, n=531 Q12. What will most likely prompt you to buy your next device to take digital photos?, n=1,001

Designing the Ideal Single Use Digital Imaging Device

New Devices Should Offer High Quality Images, Zoom Features and Be Easy to Control

Source: CEA, The Changing Landscape of Digital Photography (2012) Base: Digital Photographers, n=1,001 Q14. Suppose you wanted to build a single device primarily to take digital photos. Please indicate how much you would like each of the features listed below to be included on this single device.

Other Features Perceived As Being Less Important

Source: CEA, The Changing Landscape of Digital Photography (2012) Base: Digital Photographers, n=1,001 Q14. Suppose you wanted to build a single device primarily to take digital photos. Please indicate how much you would like each of the features listed below to be included on this single device.

Digital Photography Behaviors

Significant Movement Towards Multi-Use Devices
Primary Digital Imaging Device Type: 2011 vs. 2009

2011

66%

34%

2009

77%

23%

Single-Use Devices Multi-Use Devices
Source: CEA, The Changing Landscape of Digital Photography (2012) S8. Of the following devices you have used to take digital photos, which ONE do you consider to be your primary device for taking digital photos?

Regardless Device, Photographers Plan to Take More Pictures
Digital Photographers’ Plans for Picture Taking with Each Device in the Next two Years
Take More Take Less Momentum Pictures Pictures (More - Less) Multi-Use Devices Smartphone Tablet Digital Camcorder Cell Phone Portable MP3 Player Single-Use Devices Digital SLR Point & Shoot Digital Camera 50% 39% 33% 27% 31% 9% 19% 17% 20% 29% +41% +20% +16% +7% +2%

53% 38%

10% 10%

+43% +28%

Source: CEA, The Changing Landscape of Digital Photography (2012) Q16. In the next two years, how will the number of pictures you take with each device change?

Dedicated and Multi-Use Devices appeal to Different Users and Meet Different Needs
Demographics Single Use Device is Primary Older More Affluent Married More Educated More White Multi-Use Device is Primary Younger Less Affluent Single More Children in HH More Students More Diverse Spur of the Moment More Early Adopters

Behaviors

More Planned

Source: CEA, The Changing Landscape of Digital Photography (2012)

Wide Range in Number of Photographs Taken by Device
Mean 61.8 34.8 32.5 25.1 22.6 20.3 14.0
Source: CEA, The Changing Landscape of Digital Photography (2012 Q15. How many pictures do you take in a typical month with each of the following devices?

Most Photos Taken Are Spur of the Moment
Proportion of Pictures Taken Spur of the Moment vs. Planned Photography Opportunities

Mean

Spur of the 1% 16% 23% moment Planned 5%
0% of the time

26%

34%

60.8

40%
26%-50%

30%

12% 13%
75%-100%

39.2

1%-25%

51%-75%

Source: CEA, The Changing Landscape of Digital Photography (2012) Base: Digital Photographers, n=1,001 Q2. Some pictures are taken on the spur of the moment, while others are planned photo opportunities, such as on a vacation or at a birthday party. Approximately, what percentage of your photos are [taken SPUR OF THE MOMENT/PLANNED]?

Six in Ten Photographers Have an Average Knowledge Level

Source: CEA, The Changing Landscape of Digital Photography (2012) Base: Digital Photographers, n=1,001 Q17. When it comes to digital photos, do you consider yourself to be a...?

Extensive Sharing of Photos, but Consumers Are Replacing Paper Images with Digital Alternatives
Use of Digital Photos
Email pictures directly to others Post them to a social networking site Print pictures at home Text pictures directly to others Copy them to a CD or DVD Send from mobile phone to mobile phone Upload them to an external hard drive Print pictures in a store or at a store kiosk Post them to another website Create a digital scrapbook/album of your pictures

Change from 2009 (%)

58% +1 48% 46% 45% 41% 38% 33%
0 +2 N/A +4 N/A N/A +4 +8 +2

29%
22% 22%

Source: CEA, The Changing Landscape of Digital Photography (2012) Base: Digital photographers, n=1,001 Q5. Which of the following, if any, do you typically do with your photos?

Thank You and Enjoy the Reception!
We Look Forward to Serving You as a CEA Member!
Kevin Tillmann Senior Research Analyst ktillmann@ce.org 703-907-7451 Chris Ely Manager, Industry Analysis cely@ce.org 703-907-5241

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