TORONTO, February 28, 2012 –The camera market continues to go mobile, with busy Canadians relying increasingly on their smartphones to snap the photos once entrusted to their point-and-shoot devices. According to a recent study by leading market research company The NPD Group, once equipped with a smartphone, over half of Canadians (51 per cent) begin to take more pictures than they did before owning the device, often at the expense of point-and-shoot cameras.
The new photo occasions appear to be fun, spontaneous casual moments out of home, with three-quarters of Canadians (77%) reporting that they primarily rely on their smartphone in these situations. Comparatively, the traditional point-and-shoot camera is only employed by 39 per cent when an unplanned photo-taking opportunity arises.
“Smartphones allow consumers to communicate with family and friends from just about anywhere. This communication is no longer limited to a phone call, email or text message but increasingly involves images or videos that can be shared instantly.” said Rick Brown, Director of Custom Research, The NPD Group.
While this pattern of behaviour might suggest that smartphones are nudging point-and-shoots out of the camera market, consumers prefer point-and-shoot cameras for more important memories, such as vacations or planned events with family or friends. Perhaps more importantly, Canadians identified several advanced features that are perceived to be underdeveloped on smartphones yet highly desirable in their next photo taking device, including longer battery life, the ability to take higher quality images in low light and higher optical zoom.
“As smartphone technology continues to evolve so must the features offered by traditional cameras.” said Mark Haar, Director of Consumer Electronics, The NPD Group. “Consumers have diverse needs which create the opportunity to differentiate point-and-shoots from smartphones and thus maintain the consumer demand for both devices.”