New CEA Study Segments Digital Photographer Market

Research Examines Digital Photographer Shopping Behaviors, Explores Where Market
is Headed

ARLINGTON, Va.--(Business Wire)--
Six segments of digital photographers exist according to a new Consumer
Electronics Association (CEA) ® analysis. The study, The Digital Photographer -
Segmenting the Market to Gain Deeper Understanding, shows the segments are the
Frustrated Photogs making up 25 percent of the market, Digital Curators (23
percent), One-Click Wonders (15 percent), Feature-Focused Photogs (16 percent),
Picture Happy Socialites (10 percent) and Digital Mavericks (10 percent).

"Understanding how digital photographers are naturally grouped together, based
on similar thoughts, behaviors, attitudes, interests, etc., will help companies
in the consumer electronics industry better serve these consumers` needs," said
Chris Ely, CEA senior research analyst.

The study focuses only on those who have used a digital imaging device with
still photo capabilities within the past year, 61 percent of consumers. While
only one percent of digital photographers consider themselves to be
professionals or experts, the vast majority (63 percent) consider themselves to
be average users.

The standalone digital camera is still the predominant device owned by digital
photographers with 83 percent owning a standard point and shoot digital camera
and 13 percent owning a more advanced SLR digital camera. However, 83 percent of
digital photographers also own a cell phone and 27 percent own a smartphone.
Looking at Digital Mavericks, the group with the most early adopters, only 56
percent are using a standalone camera, while 30 percent use cell phones or
smartphones and 14 percent use digital camcorders showing a clear trend away
from the single-purpose digital camera.

The Digital Photographer - Segmenting the Market to Gain Deeper Understanding
(October 2009) study was fielded in September 2009. It was designed and
formulated by CEA Market Research, the most comprehensive source of sales data,
forecasts, consumer research and historical trends for the consumer electronics
industry. Please cite any information to the Consumer Electronics Association
(CEA). The complete study is available free to CEA member companies. Non-members
may purchase the study for $999 at myCEA.CE.org . A webcast presentation is
scheduled for November 3 (2-3 p.m. ET). To register, visit
www.CE.org/Events/webcasts.asp or email Steve Kidera at skidera@CE.org.

About CEA:

The Consumer Electronics Association (CEA) is the preeminent trade association
promoting growth in the $172 billion U.S. consumer electronics industry. More
than 2,000 companies enjoy the benefits of CEA membership, including legislative
advocacy, market research, technical training and education, industry promotion
and the fostering of business and strategic relationships. CEA also sponsors and
manages the International CES - Where Entertainment, Technology and Business
Converge. All profits from CES are reinvested into CEA`s industry services. Find
CEA online at www.CE.org.

UPCOMING EVENTS

* CES New York Press Preview featuring CES Unveiled @ NY
November 10, 2009, New York, NY

* Future of Television East
November 18-19, 2009, New York, NY

* 2010 International CES
January 7-10, 2010, Las Vegas, NV

* Greener Gadgets
February 25, 2010, New York, NY

Consumer Electronics Association (CEA)
Colleen Lerro
tel: 703-907-7080
e-mail: clerro@CE.org
www.CE.org
or
Steve Kidera
tel: 703-907-4358
e-mail: skidera@CE.org

Copyright Business Wire 2009