Imaging Consumers Prefer Cameras: NPD

By Greg Tarr On Feb 21 2011 - 6:01am

PORT WASHINGTON, N.Y. – A recent consumer study conducted by The NPD Group found that despite the growth of mobile phones with built-in cameras, the dedicated camera remains the image-capture device of choice by most consumers.

The finding was part of the market research company’s December 2010 Imaging Confluence Study, which said that digital still cameras account for the largest percentage of photos taken, at 51 percent.

The mobile phone followed in second place, at 42 percent.

“Demographics play a factor in which device consumers choose for image capture,” the report states. “Thirteento 17-year-olds reported taking 54 percent of their photos with a mobile phone and 36 percent with a camera, while mothers reported taking 40 percent of their photos with a mobile phone and 55 percent with a camera.”

As more devices are capable of both still and video capture, the usage pattern for video also skews towards cameras, NPD said. The amount of video recorded by mobile phones and digital cameras was nearly evenly split, at 35 percent phone/34 percent camera.

Only 27 percent of video was reported being recorded on either a traditional or pocket camcorder, NPD said.

Ease of use, long battery life and ease to carry appeared as the most important features consumers are looking for in their next photo-capture device. All three are supported by smartphones.

Other popular features in dedicated cameras include high-quality photos in low-light environments, optical zoom capability and fast response time after pushing the shutter button.

“Mobile phones have allowed more people to capture spontaneous images and videos on the go. With increasingly better quality and the immediate gratification of instant sharing, the imaging industry benefits with more widespread enjoyment of photos and videos,” said Liz Cutting, NPD senior imaging analyst and executive director. “But the future for dedicated cameras is bright, as their dual purpose of still and video capture opens the eyes of consumers to multimedia memories. Imaging marketers should capitalize on the need for better and more creative editing, sharing, archival and printing.”