Texas Instruments Digital Still Camera Study U.S. Market. February 2004

Transcription

1 1 Texas Instruments Digital Still Camera Study U.S. Market February 2004

2 2 Audience/Methodology In order to qualify, all participants had to be at least 18 years old with a total household income of at least $35,000. In addition, OWNERS had to: Currently own a digital still camera Be the primary or shared decision maker Respondents who PLAN TO PURCHASE (INTENDERS) were required to: Be extremely or very likely to purchase a digital still camera in the next 2 months Have begun to research the digital camera purchase 1,112 U.S. online surveys: United States 959 Owners 153 Intenders All surveys were completed between January 8 th and January 20 th, 2004.

3 3 U.S. Intenders: Products/Services Penetration Intenders use multiple products/services; film-based camera penetration down. Internet Computer (PC/Mac) % 90% Color printer DVD player 7 85% 8 8 Film based camera 68% 89% Video game system 56% 62% VHS camcorder 38% 58% Photo Printer (2004) Satellite TV 28% 28% Among intenders, same ownership dynamics observed as filmbased cameras, video game and VHS camcorder also significantly declined from a year ago. Digital camcorder PDA 17% 15% : n= : n=156 Camera Phone (2004) Audio Juke Box (2004) 3% 6% % 20% 40% 60% 80% 100% QUESTION: Which of the following products and services, if any, do you, yourself, currently own and use?

4 4 U.S. Owners: Products/Services Penetration Owners use multiple products/services; film-based camera penetration down. Internet Computer (PC/Mac) Color printer 96% 97% 96% 96% 9 95% DVD player Film based camera 70% 87% 8 85% Video game system VHS camcorder 45% 48% 59% 57% Photo Printer (2004) 37% Satellite TV Digital camcorder 23% 26% 33% 32% Film-based camera, video game, and VHS camcorder ownership significantly declined from 2003 to PDA Camera Phone (2004) 23% 23% 23% 2004: n= : n=474 Audio Juke Box (2004) 6% % 20% 40% 60% 80% 100% QUESTION: Which of the following products and services, if any, do you, yourself, currently own and use?

5 U.S. Owners: Amount Spent on DSC Amount spent on cameras trending upward slightly. 5 $600+ $500-$599 9% 7% 7% 6% $400-$499 $300-$399 13% 19% 2004 mean: $ mean: $ $200-$299 < $200 25% 22% 27% 35% 2004: n= : n=474 0% 20% 40% 60% 80% 100% QUESTION: How much did you spend on your DSC?

6 6 U.S. Owners: DSC Market Leader Canon up significantly; possible increase in market confusion. Sony Canon Kodak Olympus Nikon HP Minolta DK 21% 2 17% 13% 1 13% 9% 7% 2% 17% 2004: n= : n= % 20% 40% 60% 80% 100% QUESTION: In your opinion, which one maker of DSCs do you perceive as the market leader?

7 U.S. Owners: Attribute Importance (Top 2 Box) No change in top attributes 7 Picture quality Ease of use Megapixels or resolution Price Battery life Optical zoom Digital zoom Computer/printer connection Wirelessly transfer pictures 57% 76% 78% 76% 75% 7 75% 69% 77% 96% 96% Tier 1 91% 88% 89% Tier 2 88% 85% 85% Tier 3 Size of DSC DSC brand Shot-to-shot delay Video capabilities DSC bundled with peripherals DSC looks/feel 25% 23% 36% 30% 35% 48% 53% 0% 20% 40% 60% 80% 100% QUESTION: Importance of the following attributes in past DSC purchase decision? (5=extremely; 1=not at all important) Percentages reflect Top 2 Box (Rating of 5 or 4). 49% 57% 57% 56% 52% : n= : n=474

8 8 <1 MP 1 MP 2 MP 3 MP 4 MP 5 MP > 5 MP Don't Know 2% U.S. Owners: Megapixel Preferences 5% 5% 7% 5% Current Megapixels 9% % 21% 23% 19% 25% 33% 1 MP 2 MP 3 MP 4 MP 5 MP > 5MP Don't Know 1% 1% Desired Megapixels 8% % 22% 21% % 20% 30% 40% 50% 0% 20% 30% 40% 50% QUESTION: Up to how many Megapixel resolution is your digital still camera capable of taking pictures at? QUESTION: You mentioned that you currently take pictures at your DSC s maximum resolution, if given an option, at what megapixel resolution would you like to take pictures at?

9 9 U.S. Owners: Reasons for Not Using Megapixel Potential (2004) Picture file size too big/takes too much memory More pictures at lower resolution 1 No reason to do so/not required Storage capacity/save memory 6% Files too large to I do for certain pictures 6% 7% 7% 9% 11% Pictures satisfactory at lower resolution Inexperience with camera/don't know how to set camera Other N=329 Owners who do not take pictures at maximum resolution of camera capability DK QUESTION: Why don t you take pictures at your camera s full megapixel resolution?

10 U.S. Intenders: Importance of On-Camera Editing Females view editing feature as more important than male counterparts % 90% % 70% 60% 50% 40% Top 2 Box: 65% 40% : n= : n=156 30% 20% 25% 22% 25% 26% 0% 7% 6% 3% 2% Extremely important Very important Neutral Not very important Not at all important QUESTION: How important is it to you to have the ability to edit your pictures directly on the DSC itself?

11 11 U.S. Owners: Camera Boot-up Time 100% 90% 80% 70% % 50% 2004 Mean: 2.88 sec Mean: 2.82 sec. 2004: n= : n=474 40% 30% 20% 0% 35% 28% 25% 15% 21% 19% 2% 3% 1 second or less 1.1 to 2 seconds 2.1 to 3 seconds 3.1 to 4 seconds 4 to 9 seconds Doesn't matter QUESTION: In your opinion, what is an acceptable boot up time from when the camera is turned on to when it is ready to take pictures? *Respondents who stated 10+ seconds placed in the doesn t matter category.

12 12 U.S. Owners: Shot-to-Shot Delay 100% 90% 2004 Owner 2003 Owner 80% 70% 60% 50% Owner Mean: 2.22 sec Owner Mean: 2.29 sec. 2004: n= : n=474 40% 30% 28% 32% 20% 16% 17% 11% 6% 2% 0% 1 second or less 1.1 to 2 seconds 2.1 to 3 seconds 3.1 to 4 seconds 4.1 to 9 seconds Doesn't matter QUESTION: In your opinion, what is an acceptable amount of time from when you take a picture to when the digital still camera is ready to take another picture? *Respondents who stated 10+ seconds placed in the doesn t matter category.

13 U.S.: DSC for Video Record Needs Does future behavior mean more than past attitude? % 90% 80% 70% 60% 50% 40% 30% 20% 0% Owners Top 2 Box: 46% Intenders Top 2 Box: 67% 2004 Owner 2004 Intender 38% n=421 Owners 29% 29% n=104 Intenders 17% 21% 16% 15% 5% Extremely Likely Very Likely Neutral Not Very Likely Not at all Likely QUESTION: What is the likelihood you would use your digital still camera for all of your video recording needs?

14 14 Observations Performance Demands are on the increase Faster camera boot-up time Shorter shot-to-shot delay Increased demand for more megapixels This translates into a need for a solution that can meet these needs simultaneously a camera with a processor that can satisfy the need for better performance coupled with more megapixels Video Reduction in importance, though behavior may tell a different story. The jury is still out, though as more advanced technologies are implemented in cameras (MPEG4, H.264, etc.), TI believes there will be increased importance placed on video capabilities. Educating the consumer on future video capabilities (easier to use, improved quality) will enable consumers to better see the future. Cost of the camera A market still exists for higher-end cameras in the $400+ category. While not focusing on any one feature specifically, TI believes there is a lot of innovation left in the market that will continue to drive increasingly feature-rich cameras.