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Cameras Create Moving Experiences, According to a New NPD Group Report

Web Content Viewer (JSR 286)
Web Content Viewer (JSR 286)

PORT WASHINGTON, NEW YORK, March 4, 2009 – According to a new report Recent Digital Camera Buyer Imaging Behavior Study from leading market research company The NPD Group, digital cameras are doing double duty. More than half of all recent digital camera buyers reported using the video feature of their cameras, led by those under 30 with a penchant for social networking.

Seventy-one percent of 18-29 year olds, and 62 percent of men, versus 55 percent of women, reported using the video feature on their digital cameras.   But what each group does with their video is quite different.  Twenty-one percent of men reported viewing video clips on their TVs, versus just 11 percent of women, and 10 percent of those 18-29 years old. 

The younger consumer is using social networking more than other age groups to share their video.  Thirty-nine percent of consumers under 30 years old who use video on their cameras said they uploaded to a community Web Site, versus 17 percent of consumers 30-49 years old, and 9 percent of consumers 50 and older.  However, the majority of digital camera video viewing by consumers is constant across age groups and gender, at an average of 72 percent.

Among those who use their camera’s video feature, more than half of recent digital camera buyers said they are using their camera as their sole video capture device, led by younger consumers at 69 percent and women at 59 percent, but 52 percent of men said they use both a digital still camera and a camcorder.

“There is a clear gender and age group difference for digital still camera video use that points to different opportunities to sell more digital cameras,” said Liz Cutting, director and senior imaging analyst at NPD.  “Viewing their videos on HDTV screens is a hot button among male consumers, while women and younger consumers weave video into the fabric of personal communication.” 

Methodology
The Recent Digital Camera Buyer Imaging Behavior Study was conducted in November 2008 among more than 900 recent digital camera buyers from NPD’s online consumer panel.

Web Content Viewer (JSR 286)
Web Content Viewer (JSR 286)
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Sarah Bogaty
+1 516 625 2357
sarah.bogaty@npd.com

The NPD Group, Inc.
900 West Shore Road
Port Washington, NY 11050

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