NPD Group Blog » Promoting Pictures – A Priceless Opportunity

Promoting Pictures – A Priceless Opportunity

Friday, December 12th, 2008
By Liz Cutting, Senior Imaging Analyst

Black Friday results for imaging were less than we had expected, and really a disappointment in a sector which has, for so many years, been an exciting holiday electronics driver.

Not only were point-and-shoot camera unit volumes down, but DSLRs declined in units for the first time ever in our weekly data, although just by one percent, despite a lower average price of $618. NPD’s Consumer Technology Holiday Snapshot report revealed that a quarter of those who were intending to buy a DSLR this holiday season were going to put off their purchases. Digital picture frames, 5 inches and greater, were still up 10 percent in units, and were one of the few categories of unit growth over Black Friday, but down seven percent in dollars.

It’s clear that on top of the recession, saturation is playing a large part in the lackluster performance specifically for the point-and-shoot digital camera segment. Three quarters of U.S. households have at least one digital point-and-shoot camera. Retailers and manufacturers need to find ways to reignite a passion among those who may be waiting to trade up. They have to be more aggressive and creative in messaging to consumers, not just about buying cameras, but about all the connections consumers can make with their personal images.

In NPD’s latest recent camera buyer study, we found that the multimedia side of recent camera buyers is coming out – sharing pictures and videos through social networking sites is on the rise. But soft viewing and image sharing have been elusive when it comes to making money. On the printing side, we find that while consumers respond predominately to low prices, word of mouth and in-store displays are key influencers when making decisions about how and where to print. Ordering printing services online is on the rise, and the greatest increase has been among those who order online and pick up in-store. These multiple touch points allow marketers both to personalize online messages and expose consumers to new ideas through physical display, both photo capture and output-related, once they reach the store.

Cameras are facilitators to making connections with each other in ways many consumers aren’t even imagining. Even in tough times, while some consumers are holding off on their next camera purchase, there is a pivotal opportunity to promote less expensive, more personal printed items like photo books which can help keep imaging top of mind and moving forward. Consumers motivated to do more with their images should in turn be inspired to see the value of upgrading to fuller featured cameras.

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