Women Are Newest Fans of Digital Cameras. (Computers/Electronics)

Marketing to Women: Addressing Women and Women's Sensibilities, August 2002 | Go to article overview

Women Are Newest Fans of Digital Cameras. (Computers/Electronics)


Women are the growth market for digital cameras, according to a Photo Marketing Assn. (PMA) study. Although men are still more likely to be the initial purchaser of a digital camera; women are more likely to be the primary user of recently purchased cameras. Among digital cameras owned for less than a year, 57% are primarily used by a woman, even though 57% were purchased by a man. More and more women are buying cameras as well (see following table).

Men may have a greater interest than women do in buying new high-tech gadgets, but women are becoming the real users of digital cameras, just as they are the primary users of other camera types. This disparity points to a serious marketing opportunity going untapped: Marketing digital cameras as convenient cameras rather than as high-tech marvels might attract more female buyers.

Women tend to use their cameras more frequently than men do. Still cameras (both digital and analog) used primarily by women are used an average of 31 times a year, while those used primarily by men are used 24 times a year.

Women are also more likely than men to print saved images from a digital camera. In households where a woman is the primary user of a digital camera, 27% of saved images are printed, versus 23% of those in households where a man is the primary user. Women are also more likely than men to consider it important or extremely important to be able to print digital images from their cameras: 61% of women says so, versus 58% of men. In households with young children, 69% of primary camera users consider it important or extremely important to print out images.

Women are more likely than men to print images using a photo printer specifically designed for a digital camera (12% of women versus 9% of men use one), and to have used online photo printing services (6% of women versus 4% of men).

Almost three quarters of female primary camera users (73%) and 69% of male primary camera users cite the ability to send photos via e-mail as a reason for using a digital still camera. Women are also more likely than men to cite enjoyment and mastering skills as reasons for using a digital camera.

Among households that do not currently own digital cameras, both women (66%) and men (65%) cite high price as the chief barrier to ownership. Women are more likely than men to be concerned with being able to have images made at a local photo shop (34% of women versus 31% of men) and with digital cameras being easier to use (30% of women and 27% of men). …

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