Consumer & Professional Imaging

The 2012 U.S. Interchangeable Lens Camera Market

A Consumer Imaging Behavior and Industry Trends Study

A Mult i -Cl ient Study

A Questex Company

Introduction

This study is the latest in a ser ies of studies that

InfoTrends has conducted s ince 2008 on the consumer

digita l interchangeable lens camera market. S ince

their incept ion, these studies have revealed changes

in att i tudes, purchas ing decis ion-dr ivers , and imaging

behaviors of digi ta l interchangeable lens camera (DILC)

owners and potent ia l buyers in the U.S. market. These

indiv iduals invest heavi ly in cameras, accessor ies,

software, output, and re lated connected mobi le

devices. They are the most engaged segment of the

digita l imaging populat ion that is growing each year,

and their interests , des i res, and needs are changing as

fast as their numbers.

The interchangeable lens camera segment cont inues

to grow in importance. DILCs are expected to account

for over 50% of total U.S. d ig i ta l camera market

revenue by 2016. The DILC market has evolved into

two segments: the digita l SLR and the compact

interchangeable lens camera. The DSLR segment wi l l

cont inue to account for the major i ty of sa les in this

market. Compact interchangeable lens cameras (CILC)

are now gaining s ignif icant shares in some regions

around the world, but st i l l have not gained a strong

foothold in the U.S. However, consumer awareness of

the category is growing.

With Nikon’s entrance into the CILC category, the

market dynamics of this segment have changed

dramatical ly. Target ing female buyers, Nikon is

looking to expand the interchangeable lens camera

market by br inging in new buyers. Other compact

interchangeable lens camera vendors are st i l l looking

to chal lenge the dominance of DSLRs, and convince

consumers to switch over to these more compact

models , but the magic combinat ion of features,

funct ions, and pr ice st i l l e ludes them. Compact

interchangeable lens cameras st i l l pr imar i ly appeal

to Ear ly Adopt ing Hobbyists who need an addit ional

camera that can be used as a backup to their DSLR.

Many photographers are st i l l upgrading their DSLRs to

a more ful ly featured model , and st i l l see CILCs as a

luxury i tem. For the CILC market to grow, the cameras

must appeal to a wider and less-advanced audience of

photographers. To add even more choices to the mix,

f ixed- lens compact cameras with larger image sensors

have been introduced by Canon and Fuj i f i lm that

are potent ia l a l ternat ives to an interchangeable lens

camera.

Today’s d ig i ta l imaging vendors need to cont inual ly

ident i fy and prof i le consumer owners and potent ia l

buyers of a l l types of interchangeable lens cameras.

T h e 2 0 1 2 U . S . I n t e r c h a n g e a b l e L e n s C a m e r a M a r k e t

They must understand their att i tudes, needs, des i res,

purchas ing decis ion dr ivers , use of complementary

devices/software/serv ices, etc. Monitor ing year-

over-year changes and trends among the targeted

consumers is a lso cr i t ica l f rom both a product

planning and a market ing perspect ive. InfoTrends

bel ieves i t i s important for vendors not only to

examine DSLR and compact interchangeable lens

camera owners but a lso their l ike ly buyers. I f the

compact interchangeable lens camera segment in

part icular i s to grow in the U.S. , vendors need to

understand what products and market ing messages

wi l l ent ice potent ia l buyers. Understanding att i tudes

and des i res among different potent ia l user groups

such as hobbyists , advanced hobbyists , females and

young adults wi l l be important for sett ing pr ior i t ies ,

especia l ly in a t ime where market ing funds are t ight.

This study explores what dr ives photo act iv i ty among

owners of digi ta l interchangeable lens cameras,

and which serv ices and products they use and

ant ic ipate us ing in the future. In addit ion, the study

invest igates their typical imaging workf lows, use of

c loud serv ices and mobi le devices, and adopt ion of

connect iv i ty solut ions. Al l p layers in this marketplace,

inc luding digita l camera vendors, accessory vendors,

software, serv ice, and output vendors wi l l benef i t

d i rect ly f rom the f indings of this study. I t provides

a complete understanding of the consumer digita l

interchangeable lens camera owner today and what

may be in store for the future. I t segments, s izes and

forecasts the camera hardware market by specif ic

pr ice bands, and also provides recommendat ions

for both hardware vendors and software/serv ice

providers.

Project Objectives

InfoTrends has been surveying the consumer digita l

camera market for the last 10+ years, and has

leveraged exist ing information and ins ights on DILC

owners and segments that are most l ike ly to purchase

an interchangeable lens camera product.

This 2012 study expands upon the results of our 2011

study, and provides ins ights on topics of growing

importance inc luding:

• Why these consumer- level hobbyists and photo

act ive consumers are choosing one part icular

c lass of interchangeable lens camera over

another

• I f compact cameras with larger sensors have

appeal

• The impact of s ignif icant market events, l ike

Nikon’s entrance into the CILC category

• HD v ideo (addit ional use cases; s ignif icant year-

over-year changes)

Addit ional information object ives inc lude:

• Demographic prof i l ing of owners and future

owners

• Examinat ion of owner and future owner

att i tudes, behaviors, and preferences

• Analys is of the current purchas ing process

(awareness, considerat ion, purchase)

• Digita l photo act iv i t ies

• Current feature usage and future feature

requirements, l ike connect iv i ty

• Lenses and accessory purchase patterns by type

of consumer

• Use of software (creat ive, edit ing, management,

workf low)

• Use of mobi le devices for imaging

• Pr int ing and storage behaviors

• S ize, segment, and forecast the market by pr ice

band

- Units

- Revenue

• Ident i fy opportunit ies and strategies for

technology vendors and serv ice providers

Market ResearchThe research for this study offers consumer buyer

prof i les and demographic ins ights, customer

requirements, camera usage patterns, purchase plans,

detai ls on imaging behavior, and other information

that wi l l help to dr ive vendors’ product, market ing,

and sales act iv i t ies . The research for this study

inc ludes an extens ive rev iew of both new and exist ing

research (desk research) , a consumer survey, and

interv iews with vendors.

Desk Research

InfoTrends has leveraged recent reports ( inc luding

the 2008, the 2010, and the 2011 Consumer DSLR /

DILC studies) as a start ing point for this new study.

Addit ional ly, InfoTrends has incorporated ins ights

der ived from related studies on mobi le imaging,

connected imaging devices, c loud-based imaging

act iv i ty, pro photography, and photo merchandise

( just to name a few). InfoTrends has a lso thoroughly

examined exist ing market information from a var iety

of sources that inc lude but are not l imited to:

• Industry trade associat ions

• Publ ished industry reports

• Per iodicals and trade art ic les

• User groups

• Web s i tes

• Industry databases

• Vendor white papers

Structured Survey with Digital SLR

Owners:

InfoTrends has conducted a structured survey with

1,000 – 1,500 digita l SLR owners as wel l as 650 - 750

indiv iduals that plan to purchase a DSLR within the

next 12 months to better understand their behaviors,

needs, and des i res.

Structured Survey with Compact

Interchangeable Lens Camera Owners

(Mirrorless/Hybrid Cameras, Compact System

Cameras):

As part of the aforementioned survey, InfoTrends

inc ludes owners of compact interchangeable lens

cameras ( target of 200). Specif ic quest ions were

asked of these camera owners, inc luding how they

became fami l iar with the camera category, how

they went about evaluat ing the var ious offer ings,

where and when they purchased, what features and

funct ions appealed to them, how they perceived their

CILC compared to a general point and shoot camera

or a f ixed lens / larger sensor camera, and more.

In-Depth Interviews with Industry

Vendors

InfoTrends has conducted a ser ies of in-depth

interv iews with execut ives from leading technology

vendors (camera, accessory, software) and serv ice

providers. The intent of the interv iews is to

understand their market posit ions, development

direct ions, and perspect ives on how the market wi l l

evolve over the coming years.

Analysis and Project DeliverablesThere has been extensive analys is of the desk

research, structured survey, and industry interv iews

to develop a comprehensive understanding of the

opportunit ies and issues for vendors. Cl ients wi l l

receive the fol lowing:

• A written report detai l ing key f indings with

market dr ivers and barr iers , the market s ize /

forecast and trends, and overal l recommendat ions

• PowerPoint summary s l ides

• Data cross tabulat ions from the consumer survey

for addit ional analys is of key market segments

• Opt ional on-s i te presentat ion

Project ScheduleInfoTrends intends to start the project on June 15,

2012. Based on the fol lowing schedule, the project

wi l l be completed with mater ia l d istr ibuted by mid-

October 2012. Throughout the project , InfoTrends wi l l

i ssue regular updates on the project status.

June-July: Desk research

June-August: Consumer survey

June-

September:In-depth vendor interv iews

September-

October: Market analysis and forecast

Mid-October: Report and presentation delivery

Terms and Conditions Liability for Advice

Although reasonable efforts have been made by

InfoTrends to ensure the completeness and accuracy

of the information contained in written and oral

reports in connect ion with the proposed study, no

l iabi l i ty can be accepted by InfoTrends for the results

of any act ions taken by the c l ient in connect ion with

such information, opinions, or advice.

Copyrights

InfoTrends reta ins a l l copyr ights. The reproduct ion of

any mater ia ls i s prohibited without written consent

from InfoTrends.

Confidentiality

InfoTrends wi l l use i ts best efforts to ensure that any

conf ident ia l information obtained about the c l ient

and i ts bus iness dur ing the course of the proposed

study is not, unless agreed otherwise in advance,

d isc losed to any third party without the pr ior wr i t ten

permiss ion of the c l ient. InfoTrends reta ins the r ight

to re-use any non-propr ietary information as part of

i ts ongoing analys is of the industry.

Authorization FormThe 2012 U.S. Interchangeable Lens Camera Market - Consumer Imaging Behavior and

Industry Trends Study

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