Since first hitting the consumer market in the beginning of the nineties, digital cameras have definitely made their way into urban Canadian homes. With 46% of the Valuable Active Crowd owning digital cameras, the technology is gaining widespread acceptance and is no longer reserved to just early adopters.
Media habits
TARGET results also reveal that digital cameras are cannibalizing time usually spent watching television. On average, urban and active Canadians owning a digital camera are watching 12.8 hours of television per week, compared to 14.1 hours for those not owning the device. Digital cameras do not impact significantly on the average number of hours spent listening to the radio.
Digital camera owner profile
On average, digital camera owners are 30 years old, have a personal income of $52,600 and are more likely than the average Canadians to hold a college or university degree. Technology savvy, digital camera owners are also more likely than the average Canadians to own PDAs and Wireless email devices.
Half of digital camera owners are printing their pictures
TARGET reveals that the major barrier for going digital – the lack of tactile experience with a photograph – is becoming less of a concern for consumers. The diversity of printing options combined with the increased quality of the prints both resulted in a higher comfort level towards digital cameras among consumers. In fact, half of the digital camera owners state they are printing their digital pictures. Among them, the majority (57%) are printing their pictures at home. Others are using fast booths and stores (38%) and retailer’s Web sites (5%).
18-39s and families more likely to print their digital pictures
According to TARGET, consumers aged between 18 and 39 years old are the most likely to print their digital pictures. The household structure also plays an important role when it comes to printing digital pictures. Couple with kids are more likely than any other household structure to transfer their digital family memories to paper.
TARGETTM is a research consisting of over 12,000 personal interviews conducted across Canada by NEWAD & Ipsos-Reid among the Valuable Active Crowd, comprising 3.7 million active and urban consumers. For more information contact Samuel Bussieres at NEWAD: samuelb@newad.com
