PMA February 2010 : Page 12Connections WIRELESS PHOTO SHARING: THE CASE FOR CAMERAS THAT MAKE CALLS When it comes to picture taking, very few people use just one device. In fact, according to the 2009 Cam- era/Camcorder and Digital Imaging Survey, conducted by PMA, 77 percent of U.S. consumers use two or more devices for taking pictures. Camera phones are the second most-used picture taking device, used by 37 percent of consumers. On average, those consum- ers do 28 percent of their picture taking with camera phones. From a technical point of view, both cameras and camera phones allow users to take, preview, and save pictures. Cameras generally have an edge in picture quality, due to their higher resolution, larger sensor size, and optical zoom – features not found on most camera phones. On the other hand, a feature all cam- era phones have – and most cameras don’t – is wire- less connectivity, allowing instant sharing of pictures via messaging, email services, and internet uploads. If so many consumers resort to camera phones so often for taking pictures, and wireless connectivity is what sets camera phones apart from cameras, one might conclude wireless connectivity (such as Wi-Fi) would be a very desirable feature on cameras; but research shows wireless connectivity might not be as important as it seems. When asked why they used their camera phone to take pictures instead of their digital cameras, only 20 percent of consumers said they wanted to send those pictures to someone else or upload them online. Wire- less connectivity was also only the twelfth feature de- sired in cameras by photo enthusiasts – after better high ISO performance, higher definition video, geo- tagging, and other features – as reported in another PMA report, the Rise of the Amateur. So what do people really like about camera phones? Being there any time consumers need to take a picture turns out to be the best feature of camera phones. This is what camera phone users say they like most about them, as well as why the majority of people have taken pictures with them instead of their digital camer- as. Had they had their digital camera with them, they would have almost certainly taken the picture with that instead of their camera phones. Being there at all times is a feature cameras could use. So instead of Wi-Fi, think of features that turn cameras into everyday accessories, such as a calen- dars and calculators. Since all these features already exist or could be built into camera phones, just give consumers a camera that makes calls. Yes, it would be bulkier than most slick camera phones, but not as bulky as having to carry both a camera and a phone. – BY DIMITRIOS DELIS Number of Devices –Cameras, Camcorders, One-Time-Use Cameras, Camera Phones– People Use to Take Photos 1 device 23% 3 devices or more 53% 2 devices 24% Source: PMA Marketing Research Cameras vs. Camera Phones At First Glance Cameras Takes photos Photo preview Saves photos Sends photos Source: PMA Marketing Research Camera Phones What Are the Main Reasons You Used Your Camera Phone to Take Pictures Rather than Another Camera? Percent of households Did not have digital/fi m camera with at the time Wanted to have the picture on camera phone so I can have it wherever I go Just wanted to try/for fun Wanted to send the picture to someone/ upload it on website/blog quickly Occasion not important enough to bring a regular camera No other digital camera/camera phone is main digital camera Other Base: Households that own camera phones Source: 2009 PMA Camera/Camcorder, Digital Imaging Surveys 5% 10% 20% 18% 29% Multiple responses allowed 36% 57% 12 PMA — February 2010 — www.pmai.org Publication List |
