Consumers show higher levels of satisfaction with the available options for sharing photos than sharing videos. Almost two in three consumers (65 percent) are satisfied with their options for photo sharing, while less than four in 10 are satisfied with their video sharing options.
Consumers overwhelmingly disagree with the sentiment that sharing photos is difficult and time consuming; however, 25 percent are indifferent, meaning they neither agree nor disagree with that statement. This sizable group presents an opportunity as they may increase their photo sharing habits if a higher level of satisfaction can be found.
An even greater number of video sharers (33 percent) are indifferent as to whether or not their video-sharing needs are being met. Another one in three also reports they find it difficult to share video. Reaching out to this market with new options, or helping them better understand the available options, presents yet another opportunity.
In marketing your method for sharing photos and videos, it’s key to know what consumers think about when deciding which method they will use. The top features consumers consider when choosing a sharing site for photos include ease for friends and family to access images (56 percent), speed of uploading (52 percent) and cost (50 percent). In contrast, for video sharers cost is the top factor at 56 percent, followed by speed of uploading (52 percent) and ease of access (48 percent).
Consumers want their sharing site to be free, to allow upload of multiple images at once and to have an ability to edit images. Interest in tagging is increasing as 45 percent of digital photo takers, and 37 percent of digital video takers are interested in the technology. While consumers do want these sites to be free, they do not completely rule out paying a subscription fee. Consumers are willing to pay $5-8 per month to share their images on a premium site, and this could increase with a better understanding of the site’s features.
Opportunities exist for digital imaging businesses looking to provide methods for consumers to share their photos. Companies that understand what consumers are looking for will be able to come out on top and create innovative ways for consumers to share their memories.
Colleen Lerro is a Communications Specialist for the Consumer Electronics Association.
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