Consumers Embracing Digital Imaging

A recent technology-based study conducted by Ipsos Insight examined ownership of various consumer tech devices. The results showed that American consumers are eager to utilize their amateur photography skills and print their own images. More than two-thirds (70%) of U.S. Internet users reported owning a digital camera and nearly the same amount (61%) reported owning a home printer capable of printing photos.

Interestingly, strongest ownership of digital cameras occurs among young Internet users, while strongest ownership of home printers occurs for the more mature Internet users. This suggests that while the younger digital camera owners with children in their household are using their cameras to capture family pictures, the older generation have printers for the pictures they are receiving electronically.

Along with mobile phones, digital cameras and home printers are the most common technological devices in households right now. Americans are embracing their love for digital photography and sharing images within their social networks, presenting continued growth opportunity for online photo storage and sharing services.

When provided a list of features and functionalities they would be most interested in, consumers indicated an overwhelming desire for cheaper ink cartridges. Higher quality digital photos and all-in-one devices (scan, fax, print) were moderate desires. Manufacturers of printers and digital cameras should focus on improving many of these items if they are not already.

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In the ink cartridge business, brand names and large manufacturers face stiff competition from non-traditional players such as pharmacies and grocery stores. With the increased volume of printing done by the amateur digital photographer, ink cartridge costs quickly come under fire. Local ink refilling services and generic cartridge options are plentiful for consumers - a concern for the major manufacturers. While new cartridge refilling options are criticized for lower quality, consumers are likely to sacrifice some quality in response to the perceived higher priced brand names.

Methodology

Data for this study were collected through an Internet-based sampling and data collection methodology using the Ipsos U.S. Internet panel, and accurately reflects the online population (18 years and older).

A total of N=1,183 respondents completed the online questionnaire between April 3 and April 8, 2007. With a total sample size of n=1,183 respondents, one can say with 95% certainty that the results are accurate to within +/- 2.85 percentage points.

For more information, please contact:

Leslie Rich, PhD Vice President Media, Entertainment, & Technology Practice Ipsos Insight (814) 835-1785 [email protected]