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PMA Reveals Camera-Buying Demographics

Jackson, Mich. — Households headed by members between the ages of 45 and 54 drove sales of digital cameras and camcorders in 2007, according to PMA.

The association’s Digital Imaging survey also noted that those households spent the most on their device.

Roughly 15 percent of U.S. households purchased a camera or camcorder in 2007, and 1 percent received one for free. Ten percent of households purchased a camera or camcorder for themselves while 5 percent used them as gifts.

According to PMA, “Households where children were present were more likely than childless households to purchase a new camera or camcorder in 2007, especially when the children were between 6 and 12 years old. While this segment was most likely to purchase a camera, they spent the least amount of money on average.”

Though retirees were less likely than working households to buy a camera, they out-spent their working peers when they did buy.