Photo books begin to make their mark

The PMA "Consumer Imaging in Australia 2009" report, providing retailers and photo labs with an overview of key industry trends has been released, with Bill McCurry basing a keynote presentation around the results at the PMA Imaging Technology convention in Darling Harbour.

The report, derived from a survey of 1500 Australian households, conducted in March and April 2009, includes a look at consumer ownership and usage of digital cameras and camera phones.

Australia has long been a key indicator market for photo industry trends, particularly in retail imaging. A prime example is the impact custom products are having on traditional printing.

Ten percent of Australian households purchased personal photo publishing products in 2008. Younger households with children and DSLR owners, however, boost this percentage. With the exception of cards, photo books appear to be the most prominent custom photo gift, with 4 percent of households having made at least one in 2008. Young people, especially those with children, were more likely to make photo books than their older counterparts. Fourteen percent of photo book customers ordered them online, while 18 percent made them at home. More than two-thirds purchased photo books at retail.

Seven percent of Australian households purchased photo cards in 2008. The most common types of cards to be purchased were birthday cards, followed by holiday cards and invitation cards. Households between 30 and 44 years of age, with children present, were almost twice as likely to purchase photo cards. DSLR camera owners were also more likely to purchase photo cards.

For the majority of Australian households, photo publishing products have not affected their use of other products; however, they have had some impact. Twenty-two percent of photo book households said that making photo books has caused them to decrease the numbers of standard 4x6-inch prints they make.

Production of standard prints is down 13 percent, on average, due to photo books. Eighteen percent of households have decreased the numbers of albums they make due to photo books, reflecting a 9 percent decrease in production overall. Purchasing photo posters or canvas prints has only lead to a 2 percent decrease in spending on other wall decor.

Products and services offered at retail and online are becoming more widespread, resulting in heightened competition. It is crucial retailers are consistently meeting consumer needs through the hiring of designers, better equipment, and other capabilities, given the highly competitive nature of the market.

These services add significant value to the retail channel and the photo industry as a whole. Offering wide ranges of products and services to photo customers and providing assistance with design aspects of these products are keys for success in this competitive market. It is also essential to tailor various products to specific segments of the market, as certain segments value different aspects when choosing the ideal photo gift.

- Newsline International