Take the 15 Page a Day Challenge!

Eve Padula
 Oct 2, 2017

The proliferation of social media makes it possible for consumers and businesses to spread the word about events, causes, and pretty much anything faster than ever before. Over the past few years, we’ve seen quite a few social media challenges. Back In 2014, the Ice Bucket Challenge increased awareness about ALS (Lou Gehrig’s Disease) while also raising $109 million for the charity. During 2016, the Mannequin Challenge became a social media sensation. Not to be outdone, the Paper and Packaging Board issued its own How Life Unfolds challenge of its own over the summer. This 15 Pages a Day Challenge is a paper-based reading program that’s great for people of all ages and literacy levels.

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Move Over Millennials… It’s Time to Think About Generation Z!

Eve Padula
 Mar 13, 2017

Over the past several years, marketers across all industries and categories have become obsessed with Millennials—what are the best ways to reach them and help them form meaningful connections with brands? Because Millennials have a unique sense of self and a non-traditional approach to life stages, marketing to this captivating generation has been a challenge. Marketers are only just beginning to understand Millennials, but there’s a whole new game in town with the rise of Generation Z. This is the first generation of consumers that was born into a digital world, and these individuals don’t know life without the Internet, smartphones, tablets, and social media. What are the best ways to engage with this up-and-coming and always-on generation?

Although generational start and end dates are imprecise, Millennials—also called Generation Y—generally include those individuals born between the early 1980s and the mid-1990s. Meanwhile, Generation Z individuals—also called Post-Millennials or the iGeneration—were born after 1995. As yet, there is little consensus about ending birth years for this group. Millennials were coming into young adulthood at the turn of the century, and the oldest of this group are now about 35. Some have been in the workforce for quite some time and have already begun to reshape Corporate America. The oldest Gen Z individuals are only beginning to graduate from high school/college and enter the professional workforce, so only time will tell what changes this group will bring to the workforce of tomorrow. Gen Zers may be too young to have affected the workplace as yet, but they are already having a profound impact on family purchasing habits and the retail marketplace.

In January 2017, IBM and the National Retail Foundation released a report entitled Uniquely Generation Z: What Brands Should Know About Today’s Youngest Consumers. This report surveyed over 15,000 Gen Z individuals between the ages of 13 and 21 and also conducted interviews with 20 Senior Marketing Executives to determine how these consumers engage with brands. As this generation continues to come of age, they will have a major impact on future communication strategies. Read more »

Rediscovering Real Books in Today’s Electronic Age

Eve Padula
 Aug 16, 2016

Earlier this month, I read a great article in The New York Times about the benefits of reading real books to your children. I’ve been an avid reader all of my life and a mom for nearly three years, so this article piqued my interest. It also got me thinking about how my own reading habits have changed over time.

As a child, I grew up using physical books. Pretty much everything that I read for education or enjoyment was some form of ink on paper. I also grew up using screens—my family had a home computer and TVs, but e-Readers were a long way off at that point. The books that I read were “book books.”

I bought my first iPad about 5 years ago, and my personal reading habits began to change. Although I still have shelves of physical books, most of the books that I purchase these days are in electronic form. My iPad became my library, and although there was still something appealing about ink-and-paper books, I became fully entrenched in electronic reading. I didn’t think I’d ever go back.

Then I became a mom.

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Millennials Won’t Respond to Printed Catalogs and Direct Mail, Right? WRONG!

Eve Padula
 Jun 7, 2016

In a world where consumers are inundated by online requests and e-mail messages, printed communications really cut through the clutter and attract attention. Although some might think that tried-and-true marketing methods like direct mail and catalogs primarily appeal to Baby Boomers, InfoTrends’ research shows that even Millennials are responsive to these communications.

In late 2015, InfoTrends conducted a benchmark study entitled Direct Marketing Production Printing & Value-Added Services: A Strategy for Growth. This effort included an in-depth survey to uncover what the future holds for marketers, consumers, and direct mail printers. The findings from this survey were broken down by age demographic, and respondents between the ages of 18 and 34 are considered Millennials for the purposes of this study. Read more »

CILCs are Catching on Among Pro Photographers – But What’s in a Name?

Eve Padula
 Jan 3, 2013

Terminology within the digital photography market can be ambiguous, especially when the industry has not yet standardized naming conventions. For example, consider the DILC (digital interchangeable lens camera) market and its subcategories. DILC is an umbrella term that incorporates all cameras with interchangeable lenses, but it can be further divided into two major categories–digital single lens reflex (DSLR) cameras and compact interchangeable lens cameras (CILCs).

At this time, CILCs are primarily separated from DSLRs based on the exclusion of a mirror box, a smaller size, and a lighter weight. Nevertheless, product definitions are still undergoing changes and the lines are blurring all the time. To this point, products like Panasonic’s Lumix GH3 do not contain a mirror box but are roughly the same size and weight of a traditional DSLR. Over time, InfoTrends believes that the distinction between CILCs and DSLRs will disappear, and interchangeable lens cameras will simply be referred to as DILCs. The cameras in this category would then compete head-to-head in terms of features, functionality, and price. Right now, however, the DSLR and CILC subcategories still exist.

According to InfoTrends’ 2012 report entitled Digital Imaging and Professional Photographers, the vast majority of pro photographers currently own DSLRs. Although other camera types are also in use, none are nearly as popular as DSLRs. At the same time, however, the share of professional photographers who reported owning CILCs more than quadrupled year-over-year, rising from just 11% in 2011 to over 49% in 2012. Read more »

Megapixel Smartphones Pose a Threat to the Traditional Digital Camera Market

Eve Padula
 Jul 24, 2012

For as long as mobile phones have included embedded cameras, digital camera vendors have been wondering when–or even if–these handsets would begin to impact traditional digital still camera usage. Until recently, camera phones largely had a complementary effect on digital cameras. Mobile handsets were great for spontaneous photo capture because they were typically carried at all times, but the resulting images were generally low-quality. Meanwhile, digital cameras offered features that were far superior to those of camera phones, including high resolution, optical zoom, and quick shutter speeds. Traditional digital cameras were therefore the go-to devices for milestone events, special occasions, and vacations.

According to InfoTrends’ ongoing research on the mobile imaging market, smartphone adoption is currently exploding. Although less than 4% of respondents to our 2008 mobile imaging end-user survey were smartphone owners, this share had jumped to nearly 46% by 2012.

Figure 1: Share of Smartphone Users, 2008-2012

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Digital Photography and Photo Printing: Moms Rock!

Eve Padula
 May 9, 2012

Just in time for Mother’s Day on May 13th, InfoTrends has released two reports exploring how motherhood affects digital photography and photo printing habits. InfoTrends’ research has long confirmed that mothers are generally more photo-active than other demographic groups. They typically capture, print, and share more of their photos, likely because so many of these photos feature their children.

InfoTrends’ report entitled Motherhood’s Striking Impact on Digital Photography and Photo Printing Habits provides a direct comparison between moms aged 18 to 29 and non-moms within the same age range. In comparing moms and non-moms, we were able to garner additional insight about how non-mothers’ photography behaviors might change as more of them become parents in the future.

In relation to non-moms under the age of 30, moms within the same age range:

  • Use their cameras more frequently: Nearly 68% of moms use their digital cameras multiple times each week, compared to 37% of non-moms.
  • Capture over 50% more photos: Moms report capturing over 198 digital camera photos in a typical three-month period. The average among non-moms was 125.5.
  • Print about twice as many photos: Moms print nearly 54 digital camera photos during a typical 3-month period, compared to about 24 photos for non-moms.

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Hispanics: Increasing Influence and Driving U.S. Market Growth

Eve Padula
 Apr 23, 2012

According to the U.S. Census Bureau, the Hispanic/Latino population grew from 35.3 million in 2000 to nearly 50.5 million in 2010, representing an increase of 43% over the decade. The Hispanic population also accounted for over half of the nation’s population growth during that same timeframe. In 2010, Hispanics accounted for 16% of the U.S. population, and this share is expected to further increase as time goes on. Because the Hispanic population is growing in size and influence, InfoTrends recently published its first report focusing specifically on these individuals.

In April 2012, Nielsenalso released a report exploring the mobile and social behaviors of Hispanic consumers in the United States. Many of the findings in the Nielsen study support InfoTrends’ survey data. The Table below outlines some of the general findings from Nielsen’s report and explains how they correlate to InfoTrends’ survey data.

Nielsen Finding InfoTrends’ Survey Results
The U.S. Hispanic population is generally young. Nearly 51% of Hispanics/Latinos are under the age of 35, compared to just 32% of the total survey base.
  Hispanics reported a mean age of 35.7 years, which is a full 8 years younger than total respondents (43.7 years).
Hispanics are leading the mobile revolution. Nearly 57% of Hispanics own smartphones with cameras, compared to just 43% of total respondents.
  When asked to describe their primary photo capture device, nearly 42% of Hispanics cited a camera phone or smartphone with camera. Among the total respondent pool, this share was under 29%.
Hispanics often lead the general market as Early Adopters of technology. Over 26% of Hispanics considered themselves to be Early Adopters of technology, compared to less than 22% of total respondents. Hispanics were also less likely to categorize themselves as Late Adopters.

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Which Device is Used Most Often for Video Capture? (Hint: It’s Not a Camcorder or a Digital Camera!)

Eve Padula
 Dec 5, 2011

Over the past few years, the videography market has seen numerous shifts and technological developments. Apart from traditional camcorders, most of today’s digital cameras, smartphones, camera phones, and even tablets now offer the ability to capture video clips. In October 2011, InfoTrends conducted a Web-based questionnaire in the United States to foster a better understanding of today’s videography market. This year’s 2011 Videography End-User Study followed up on earlier research conducted in 2008 and 2010.

Although camcorders are the traditional video capture devices, 2011 marked the first year that the greatest percentage of survey participants described their primary videography device as a mobile phone. During our 2010 study, respondents most commonly cited a digital camera or camcorder as their primary videography device. In 2011, however, camera phones and smartphones moved from last place to first place. This year, nearly 40% of respondents reported that their mobile phone was their primary video capture device. Meanwhile, digital camcorders experienced the sharpest year-over-year decline.

Figure 1: What type of device do you use MOST OFTEN to shoot videos? (2010 vs. 2011)

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Everyone Knows the iPad is Dominating: Here Are Some Other Facts about Tablets!

Eve Padula
 Oct 12, 2011

Microsoft popularized the concept of a “tablet personal computer” at the beginning of the 21st Century, but nearly a decade would pass before the idea of a consumer tablet became widespread. In early 2010, the mobile market changed forever when Apple introduced its iPad tablet, which weighed less than 2 pounds and featured an intuitive touch screen interface. The iPad met with instant success, and a barrage of competitive products quickly followed suit–at the 2011 Consumer Electronics Show (CES) back in January, over 80 new tablets from other vendors were announced.

Despite the availability of competing products, it almost goes without saying that Apple’s iPad is dominating the market. According to InfoTrends’ research, about 80% of tablet owners have Apple iPads, while nearly 36% have tablets from other vendors. (These percentages add up to more than 100% because some households own multiple tablets.) Read more »

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