Nearly Half Of Film Users Would Buy A Digital Model If Their Film Camera Breaks
This year will mark a turning point for the amateur photographic industry, with digital-still camera sales surpassing film camera sales for the first time ever (a projected 12.8 million digital cameras, versus 12.1 million film units). Undoubtedly, many consumers have given a great deal of thought to purchasing a digital camera and will acquire one this year to supplement or replace their film cameras. But what if their film camera would suddenly break?If faced with the unexpected circumstance of replacing a broken film camera, nearly half of consumers expect they would acquire a digital model. By comparison, only 30 percent would acquire a 35mm camera, and 5 percent would purchase an APS model. A small share would purchase a camcorder and use it in place of a film camera. There is also a small group of consumers who would not replace their broken camera, either giving up the habit of photography or using one-time-use cameras instead.
The position of digital cameras in the consumer mindset is significant, as it demonstrates a sizeable share of film camera users have given thought to purchasing a digital camera. Even if they do not have near-term purchase intentions, if suddenly faced with the unexpected prospect of buying a new camera, they would give digital models their attention first.
Source: Photo Marketing Association Newsline International's weekly PMA Data Watch.
