In the days of film photography, photo printing was largely necessary simply to view and store photos. Digital photography has substantially reduced the need for printing because files can now be viewed, shared, and stored electronically. Despite this, photo printing is growing in Europe. In a recent survey of over 2,000 Internet-connected households in France, Germany, Italy, and the United Kingdom, digital camera owners' photo printing has increased by 11% since our 2007 and 2008 studies.
Regardless of how digital photo capture and printing behaviors change over time, photo collections will continue to grow. Consumers need solutions to keep their photo archives organized, and they must be educated about the importance of safeguarding their photos. Online storage solutions can help keep digital photos archived and easily retrievable so they can be enjoyed for years to come. Although digital technology has reduced the need for hard-copy prints, InfoTrends research confirms that consumers tend to maintain some appreciation for printed photos. Photo printing companies must continue to encourage photo printing for gift giving as well as long-term preservation. Electronic formats are always changing and may deteriorate over time, but printed photos can be enjoyed for generations.
This message should be made across all demographics but specifically to the younger age group. InfoTrends research confirms that those under the age of 40 tend to take more photos and use their digital cameras more frequently. They also organize, print, and share a greater percentage of their photos. It is important for vendors and retailers to reach this demographic with targeted and relevant marketing, bearing in mind that not all consumers are created equal. A message targeting a tech-savvy professional who uses photography as a means of communication may prove unappealing to a new parent who takes photos to preserve family memories.
InfoTrends’ Digital Imaging and Photo Printing Behaviours: 2012 European Digital Photography Survey provides an analysis of the digital imaging and photo printing data from InfoTrends' 2012 European Digital Photography End-user Survey. This survey was conducted among Internet-connected households in France, Germany, Italy, and the United Kingdom. A total of 2,087 qualified responses were received. This report also highlights historical data from InfoTrends' 2007-2012 end-user surveys.
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