PMA Photobook Report Summary by ericzorn

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									2009 PMA Photo Book Report

2009 PMA Photo Book Report
Summary
Photo book demand continues to grow. Spending on photo books is expected to continue to grow in 2009, but only by 4 percent, compared to a 22 percent increase in 2008. This growth in performance is below potential. According to the 2008 PMA U.S. Camera/Camcorder and Digital Imaging Study, a great many photo books still printed on home printers, approximately 40 percent in 2007. While consumers in the survey may be misinterpreting the question (and confusing “photo books” with “scrapbooks”), it is certain that many are still attempting to create their own books at home. This could be because not all varieties of books consumers want to personalize with their photos match the known offerings available. Consumers may be creating books in software or in formats that are not compatible with the interfaces used by online firms, retailers and kiosks. Businesses should accept more file types instead of forcing consumers into a certain book type or software.

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2009 PMA Photo Book Report

The industry’s definition of photo book may also differ from the consumers’. For example, they may be creating a project – like a recipe book or a memory book - with more text and few pictures. Or perhaps the options they want do exist, but have not been made available in the local retail channels. This is what industry members refer to as lack of awareness. Increasing awareness of the options available may increase the number of consumers creating photo books online or at retail. Another indication of more upside in the photo book market is people do not always finish the books they start. About one-half of photo-book consumers did not finish at least one book that they started in 2008. Of these consumers, about one-third of them do not intend to go back and finish the book. Reasons for not finishing included: the process was too difficult, boring, or long, or they did not have all the content they needed to complete it. The remaining 69 percent of consumers with unfinished books, however, did plan to finish it at a later time. Better user interfaces may be the catalyst for simplifying and speeding up the process and resulting in more finished books.

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2009 PMA Photo Book Report

One-third of photo book customers use books to “show their photos to others” indicating some of the demand for photo books is competing with traditional photo prints and albums. The majority of photo-book demand, however, reflects the need for keepsake and gift items. For more households to view photo books as alternatives to traditional prints and albums, changes must be made to the pricing, design and distribution processes. Businesses could allow consumers to create simple books in house that are a substitute for loose prints and price them competitively with prints. Premium quality books, such as custom cover or leather cover books, would still be produced off site at a higher cost for those looking for a gift or keepsake item.

More than half of the photo books made by consumers in 2008 were mini books, 4-by-6 inch and 5-by-7 inch paperbacks, and hard-cover books. Books destined for gifts are even more likely to be hardcovers compared to books made to serve other purposes. Books that are 12-by-12 inches or larger are most commonly made as family keepsakes.

Types of Books Ordered/Made
By purpose
Gift to friend
41% 35% 29% 18% 9% 24%

Percent of households (multiple responses)
4-by-6 or 5-by-7 inch paperback, mini 8-by-8 or 8-by-11 inch hard-cover books 8-by-8 or 8-by-11 inch custom-cover books 12-by-12 inch or larger books Leather cover books Other type photo books

All
38% 32% 14% 19% 11% 19%

Gift to family
39% 41% 21% 17% 10% 15%

Made to show pictures to others
43% 29% 12% 19% 12% 26%

Made as family keepsake
37% 32% 15% 21% 12% 19%

Other reason
37% 28% 16% 30% 14% 28%

Percent of books (total = 100%) 4-by-6 or 5-by-7 inch paperback, mini 8-by-8 or 8-by-11 inch hard-cover books 8-by-8 or 8-by-11 inch custom-cover books 12-by-12 inch or larger books Leather cover books Other type photo books

31% 21% 10% 13% 6% 18%

28% 14% 17% 5% 1% 34%

33% 25% 12% 11% 6% 13%

29% 18% 12% 10% 5% 27%

27% 22% 11% 13% 6% 21%

23% 6% 19% 11% 4% 37%

Source: 2009 PMA Camera/Camcorder, Digital Imaging Surveys

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2009 PMA Photo Book Report

The average prices of photo books listed on the sites of online photo firms and retailers remained almost unchanged in January 2009 when compared to January 2008. Prices variations are based on the multitude of sizes and styles available.

Custom Photo Product Prices
4-by-6 paperback, mini

books

Change 5-by-7 (Jan. 09 paperback, vs. July 08) mini books

Change (Jan. 09 vs. Jan. 08)

Hardcover photo books

Change Leather (Jan. 09 cover vs. Jan. 08) photo books

Change (Jan. 09 vs. Jan. 08)

Snapfish Shutterfly Kodak EasyShare Gallery Costco CVS Walgreens York Photo Clark Photo Ritzpix Wal-Mart Dan's Camera City Photobucket Averages

$4.99 $9.99 N/A N/A N/A N/A $3.99 $3.99 N/A $4.76 N/A N/A $5.54

N/A N/A N/A N/A N/A N/A N/A N/A N/A $1.05

$6.99 $14.99 $6.99 $12.95 N/A N/A $6.99 $6.99 N/A $5.96 $4.99 N/A $8.36

N/A N/A N/A N/A ($4.00) N/A

$19.99 $29.99 $29.99 $29.80 $19.99 $19.99 $19.79 $19.79 $29.99 $17.96 $19.99 $29.99 $23.94

$5.00 $0.04 ($5.00)

$24.99 $39.99 $39.99 $49.75 N/A $24.99 $23.79 $24.78 $37.99 $22.76 N/A N/A $32.11

N/A $5.00 $2.04 N/A N/A N/A

Source: PMA Quarterly Report on Custom Photo Product Prices

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2009 PMA Photo Book Report

Prepared by the PMA Marketing Research Department
“Taking a hard look” Bonnie Gretzner, Senior Editor Research and Analysis: Yukihiko Matsumoto, Executive, Marketing Research Dimitrios Delis, Director, Marketing Research Kristy Clairmont, Analyst, Marketing Research Editorial Review: Gary Pageau, Publisher Computer Graphics Design, Page Layout, and Production Coordination: Stephanie Beauchamp, Marketing Research Project Coordinator

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Copyright PMA, 3000 Picture Place, Jackson, Michigan 49201, 517-788-8100, May 2009.

All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means electronic, mechanical, photocopied, recorded, and/or otherwise reproduced without prior permission.

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