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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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