A new report from The NPD Group (News - Alert) shows that while consumers purchasing digital cameras are looking for accessories, they're not buying them when they make their initial purchases.

 

For retailers and manufacturers, where there is pressure to bring in new profits, these findings highlight a need to understand where opportunity lies within the digital camera consumer lifecycle.

 

"As the camera market matures, manufacturers and retailers are increasingly challenged to bring new profits to the digital imaging ecosystem," Liz Cutting, senior imaging analyst for The NPD Group commented. "Understanding consumer behavior at the point of camera purchase, aftermarket, and intentions for future accessory purchase reveals where the missed opportunities lie."

 

According to the findings of their "Digital Camera Market Basket Report ," in just one year, digital still camera unit sales were up 20 percent,  but revenue increased by only 3 percent. The report also uncovered that revenues from camera accessories such as lenses, batteries, external flashes, filters and tripods actually increased more than 50 percent in the same period.

 

And while the report notes that most consumers were looking for added accessories with their cameras, neither DSLR camera buyers nor consumers purchasing simpler point-and-shoot digital cameras made any other accessory purchase at the time they bought their camera.

 

"Still, sixty-nine percent of point-and-shoot digital camera consumers and 54 percent of DSLR buyers left the store without purchasing anything beyond what was included in the initial purchase price of their new digital cameras," the report noted.

 

As a solution, The NPD Group notes that offering accessories tailored to consumer needs can help increase profits.

 

 

Cutting commented, "The perceived needs for camera protection, image sharing and storing, and getting the right equipment to take better pictures evolves as consumers bond with their cameras. A consultative camera purchase experience will not only help consumers choose products prior to leaving the store, but also will plant the seeds of awareness and desire to expand their imaging products later on."

 

Stefania Viscusi is an established writer and avid reader. To see more of her articles, please visit Stefania Viscusi’s columnist page.