Generations Matter

Ed Lee
Sep 16, 2016

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Excerpt from Digital Imaging Reporter’s State of the Industry 2016

Today’s imaging environment is no longer “one size fits all.” Marketing messages, products and services need to be developed with specific audiences in mind. Two recent InfoTrends studies, which focus on interchangeable-lens cameras and millennials, reveal that generational differences have a significant influence on photographic behaviors.

Contrary to conventional wisdom, millennials (born circa 1981–2000) are not abandoning traditional photography and printing. They take 60% more photos annually—with their mobile devices and digital cameras—than their older counterparts.

Most millennials rely on their smartphones for taking pictures, but they see the value in traditional cameras. Their ownership of interchangeable-lens cameras is high (22%).

Of particular importance to print providers is the fact that millennials’ interest in printing is also high. They still print (at least occasionally), and there are signs that print habits may be increasing. They continue to be very photo active, sharing many of their images via social networks and mobile applications.

Generation Xers (born circa 1964–1980) are in their prime parenting years. Children have always been a driver for photography, which makes gen Xers a key target for capture, output and sharing vendors.

Many baby boomers (born circa 1946–1963) are now past their peak photo active years. They are becoming consumers of other people’s photos rather than generators of their own. So sharing photos (digitally and in print) with this generation grows in importance.

Looking forward to 2017, InfoTrends estimates that 200 billion photos will be captured in the U.S. We believe the companies that succeed will invest the time and resources to reach out to their prime customers and help them to discover the joy of taking, sharing and printing these photos.

To read the full DIR State of the Imaging Market 2016 story, Click here.

About the Digital Imaging Reporter publication/article

Even in a down market, things are looking up! DIR editors asked leaders in the industry to offer their insights for its 2016 State of the Industry report. These leaders have provided their perspectives into what the year has brought and what we can expect in the months to come.

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