The 2013 DSLR vs. CILC Study – Consumer & Professional Imaging

A Questex Company
The 2013 DSLR vs. CILC Study –
How to Influence the Next Wave of Buyers
Part of InfoTrends’ DILC multi-client research study series
Consumer & Professional Imaging
A Multi-Client Study
The 2013 DSLR vs. CILC Study –
How to Influence the Next Wave of Buyers
Int ro d u c t i o n
Sinc e 2 0 0 8 , I n f o Tre n d s h a s b e e n o ff e r i n g t h e vendor
In 2011, Nikon’s entrance into CILCs changed the
com m u n i t y d e t a i l e d s e g m e n t a t i o n a n d p ro f i l ing
dynamics of the market. Nikon targeted female
stud i e s o f b o t h c u r re n t a n d f u t u re o w n e r s o f digital
buyers to expand the pool of interchangeable lens
inte rc h a n g e a b l e le n s c a m e r a s i n t h e U . S . T h ese
camera market buyers. In 2012, the intro duction of
indiv i d u a l s c o n t i n u e t o i n v e s t h e a v i l y i n c a m eras,
the Canon EOS M was a welcomed signal to loyal
acce s s o r i e s , s o f t w a re , o u t p u t , a n d re l a t e d c onnected
Canon owners that Canon was finally ste pping into
mob i l e d e v i c e s . T h e y a re s e r i o u s a b o u t p h o t ography
the CILC market with a product they might want to
and a re t h e m o s t e n g a g e d s e g m e n t o f t h e d i gital
consider purchasing. Life has gotten tougher for other
imag i n g p o p u l a t i o n . I t ’s a d y n a m i c s e g m e n t that
compact interchangeable lens camera vendors now
requ i re s c o n s t a n t m o n i t o r i n g , a n d I n f o Tre n d s remains
that the two market leaders in DSLRs have entered the
well p o s i t i o n e d t o t a k e t h e l e a d a s i t ’s a b l e to access a
CILC market. Regardless of vendors, the market still
grow i n g b a s e o f b u y e r s a n d l i k e l y b u y e r s t o do research
struggles with convincing consumers to switch over to
wor k w i t h ( p ro v i d i n g u n p a r a l l e l e d i n s i g h t s ) .
these more compact models. Compact interchangeable
Acco rd i n g t o I n f o Tre n d s ’ l a t e s t f o re c a s t s , D I LCs are
expe c t e d t o a c c o u n t f o r a p p ro x i m a t e l y 6 0 % of total
U.S. d i g i t a l c a m e r a m a r k e t re v e n u e b y 2 0 1 6 . Those
that f o l l o w t h e m a r k e t k n o w t h a t I n f o Tre n d s breaks the
segm e n t i n t o t w o s u b - c a t e g o r i e s : t h e d i g i t a l SLR and
the c o m p a c t i n t e rc h a n g e a b l e l e n s c a m e r a . T he DSLR
segm e n t w i l l c o n t i n u e t o a c c o u n t f o r t h e m a jority of
sale s i n t h i s m a r k e t . C o m p a c t i n t e rc h a n g e a b le lens
cam e r a s ( C I L C ) a re n o w g a i n i n g s i g n i f i c a n t s hares in
som e re g i o n s a ro u n d t h e w o r l d , a n d w i l l c o ntinue to
expe r i e n c e g ro w t h t h ro u g h m o s t o f t h e f o re cast period
as c o n s u m e r a w a re n e s s o f t h e c a t e g o r y g ro ws.
lens cameras still primarily appeal to early adopting
hobbyists who need an additional camera that can be
used as a backup to their DSLR. Many ph otographers
are still upgrading their DSLRs to a more fullyfeatured model, and don’t place a priorit y on camera
size and weight. 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, DSLRs are getting smaller and lighter.
For example, the Canon EOS SL1 DSLR and fixed-lens
compact cameras with larger image sensors have been
introduced that provide high image quality in a small
and lightweight camera. What was once a simple
market has gotten a lot more complicated!
Today’s d i g i t a l i m a g i n g v e n d o r s m u s t u n d e r s t a n d the
This 2013 study builds upon the results of our 2012
attitude s , n e e d s , d e s i re s , a n d p u rc h a s i n g d e c i s i on
study, and provides insights on topics of growing
drivers o f c u r re n t a n d f u t u re c u s t o m e r s . M o n i t o ring
importance including:
year-ov e r - y e a r c h a n g e s a n d t re n d s a m o n g t h e t argeted
• Why these consumer-level hobbyists and photo
consum e r s a l s o re m a i n s c r i t i c a l f ro m a p ro d u c t
active consumers are choosing one particular class
plannin g , m a r k e t i n g a n d m a r k e t i n g c o m m u n i c a t ions
of interchangeable lens camera over another
perspec t i v e .
This stu d y e x p l o re s w h a t d r i v e s s p e c i f i c u s e r g roups
to buy ( i . e . h o b b y i s t s , a d v a n c e d h o b b y i s t s , f e m ales,
young a d u l t s , e t c . ) . It a l s o c o n s i d e r s w h a t p ro d ucts
and ser v i c e s t h e y u s e a n d a n t i c i p a t e u s i n g i n t h e
future. I t re - e x a m i n es b r a n d p e rc e p t i o n s / a t t r i b utes
• What will motivate current owners and non-owners
to enter the buying cycle or upgrade
• The impact of significant market even ts, like Canon’s
entrance into the CILC category
• HD video (significant year-over-year changes)
• How the photo workflow is changing
evaluate t h e i r i m a g e w o r k f l o w s , a n d l o o k s a t t heir
Additional information objectives include:
use of s o f t w a re / s e r v i c e s / a p p s . A l l p l a y e r s i n this
• T ime series analysis of CILC owners
marketp l a c e , i n c l u d i n g d i g i t a l c a m e r a v e n d o r s ,
• Demographic profiling of owners and future owners
accesso r y v e n d o r s , s o f t w a re , s e r v i c e , a n d o u t p u t
• Examination of owner and future owner attitudes,
vendors w i l l b e n e f i t d i re c t l y f ro m t h e f i n d i n g s of this
study. It p ro v i d e s a c o m p l e t e u n d e r s t a n d i n g o f the
consum e r d i g i t a l i n t e rc h a n g e a b l e l e n s c a m e r a o wner
today a n d w h a t m a y b e i n s t o re f o r t h e f u t u re . It
segmen t s , s i z e s a n d f o re c a s t s t h e c a m e r a h a rd ware
market b y s p e c i f i c p r i c e b a n d s , a n d p ro v i d e s n e w
recomm e n d a t i o n s f o r b o t h v e n d o r s a n d s e r v i c e
provide r s .
Proje c t O b j e c t i v e s
behaviors, and preferences
• An analysis of the DSC buying process (awareness,
consideration, purchase)
• Current feature usage and future feature
requirements, like connectivity
• Lenses and accessory purchase patter ns by type of
consumer
• Use of software and apps (creative, editing,
management, workflow)
• Printing and storage behaviors
InfoTren d s h a s b e e n s u r v e y i n g t h e c o n s u m e r d i gital
• Size, segment, and forecast the market by price band
camera m a r k e t f o r o v e r a d e c a d e , a n d h a s l e v e r aged
- Units
existing i n f o r m a t i o n a n d i n s i g h t s o n D I L C o w n e rs
- Revenue
and seg m e n t s t h a t a re m o s t l i k e l y t o p u rc h a s e an
• Identify opportunities and strategies for technology
intercha n g e a b l e l e n s c a m e r a p ro d u c t .
vendors and service providers
Ma r k e t R e s e a rc h
Structured Survey with Compact
The re s e a rc h f o r t h i s s t u d y o n c e a g a i n i n c l u d es an
Interchangeable Lens Camera Owners
exten s i v e re v i e w o f b o t h n e w a n d e x i s t i n g re search
(Mirrorless Cameras, Compact System
(desk re s e a rc h ) , a c o n s u m e r s u r v e y, a n d i n t e r views
Cameras):
with v e n d o r s .
As part of the aforementioned survey, InfoTrends included
450 owners of compact interchangeable lens cameras.
Desk Research
InfoTre n d s l e v e r a g e d re c e n t re p o r t s ( i n c l u d i n g the
2008 , t h e 2 0 1 0 , t h e 2 0 1 1 , a n d t h e 2 0 1 2 C o nsumer
DSLR / D I L C s t u d i e s ) a s a s t a r t i n g p o i n t f o r t his new
study. A d d i t i o n a l l y, I n f o Tre n d s i n c o r p o r a t e d i nsights
deriv e d f ro m re l a t e d s t u d i e s o n m o b i l e i m a g i ng,
conne c t e d i m a g i n g d e v i c e s , c l o u d - b a s e d i m a ging
Specific questions were asked of these camera owners,
including how they became familiar with the camera
category, how they went about evaluating the various
offerings, where and when they purchased, what features
and functions appealed to them, and how they perceived
their CILC compared to a general point and shoot camera
or a fixed lens / larger sensor camera, and more.
activi t y, s o c i a l n e t w o r k s a n d p h o t o s h a r i n g , d igital
video , p ro p h o t o g r a p h y, a n d p h o t o m e rc h a n d ise (just
In-Depth Interviews with Vendors
to na m e a f e w ) . I n f o Tre n d s a l s o t h o ro u g h l y e xamined
InfoTrends conducted a series of in-depth interviews
existi n g m a r k e t i n f o r m a t i o n f ro m a v a r i e t y o f sources
with executives from leading technology vendors
that i n c l u d e d b u t w e re n o t l i m i t e d t o :
and service providers. The intent of the interviews is
• Industry trade associations
to understand their market positions, development
• P u b l i s h e d i n d u s t r y re p o r t s
directions, and perspectives on how the market will
• P e r i o d i c a l s a nd t r a d e a r t i c l e s
evolve over the coming years.
• U s e r g ro u p s
Analysis and Project
Deliverables
• We b s i t e s
• I n d u s t r y d a t a b a s e s
• Ve n d o r w h i t e p a p e r s
There was an extensive analysis of the desk research,
structured survey, and industry interviews to develop
Structured Survey with Digital SLR
a comprehensive understanding of the opportunities
Owners:
and issues for vendors. Clients will receive:
InfoTre n d s c o n d u c t e d a s t r u c t u re d s u r v e y w i t h 2,000
digita l S L R o w n e r s a s w e l l a s a p p ro x i m a t e l y 1 ,500
indivi d u a l s t h a t p l a n t o p u rc h a s e a D S L R w i t h in the
• A written report detailing key find ings with
market drivers and barriers, the market size /
forecast and trends, and overall recommendations
next 1 2 m o n t h s t o b e t t e r u n d e r s t a n d t h e i r b e haviors,
needs , a n d d e s i re s.
• PowerPoint summary slides (includ ing a CILC
owner only summary)
• Da t a c ro s s t a b u l a t i o n s f ro m t h e c o n s u m e r survey
for a d d i t i o n a l a n a l y s i s o f k e y m a r k e t s e g m ents
• Op t i o n a l o n - s i t e p re s e n t a t i o n
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The 2013 DSLR vs. CILC Study - How to Influence the Next Wave of Buyers
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