If you are still thinking about whether to expand your photo services beyond traditional printing services, consider this: According to the 2007 PMA U.S. Consumer Photo Buying Report, only about 40 percent of digital camera owners ordered standard photo prints at retail or online in 2006. About 40 percent of those retail and online print customers, however, also ordered custom photo products in 2006, on top of their prints, and their average spending on those products was $51. This figure includes photo CDs and DVDs ordered at stores or online, as well as, photo greeting cards, posters, calendars, and other custom items ordered by print customers. It does not, however, include blank CDs and DVDs, printers, and printer consumables purchased by the same customers for custom photo creations at home. According to PMA Marketing Research data, custom photo products in 2006 comprised the equivalent of a $20 ($51 x 40 percent) premium on every retail/online print customer's spending.
- 67 percent of digital camera owners that made prints in 2006.
- 40 percent of digital camera owners that made prints at retail/online.
- 40 percent of retail/online print customers that ordered custom products.
- $51 is the average retail/online print-customer's spending on custom products.
- $20 is the premium in print customer's spending from custom photo products.
Published December 10th, 2007
View Article: http://www.pmai.org/index.cfm/ci_id/1198/la_id/1.htm
source PMA Marketing Research
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