Field of View : Prints from Digital & High Megapixel Count Camera Sales Increase

While the press is filled with nothing but bad news these days there seems to be some silver lining in the dark clouds, at least as it applies to the photo industry. According to a recent PMA/NPD “Printing and Camera Trends” report for the third quarter (we await with some trepidation the fourth quarter results, however), the number of prints made from digital still cameras continues to rise, not surprising given the near-universal adoption of this form of making images.

While so-called analog cameras have taken a massive nosedive, no one really expected anything other than the continuing abandonment of these cameras, including OTUCs. Indeed, any other result would call into serious question the veracity of the report. But the good news, and we’ll take any we can get, is that higher megapixel count digital cameras are still on a sales upswing, although lower MP count cameras, which are hard-pressed to find on shelves nowadays, are dropping off the charts.

On the printing front the report details prints by “method” (how they are made) and by “channel”, or where folks are doing the work or having it done. According to the report, the retail digital printing infrastructure, well in place by now, accounts for nearly half of the total volume. This channel is described as those made or picked up in the retail environment, be it kiosks, minilab or online orders. One interesting stat is that the percentage of this channel has not gained market share (but then again it didn’t lose any either) over last year, to date. Rivals for the over-the-counter business include online only operations that print and deliver by mail and the do-it-yourself market.

In fact, online orders went up a few ticks while the home market dropped down a few as well. But home printers still account for a goodly number, coming in at about 33% share. While that’s good news for paper and ink sales (a substantial commodities market) it might just speak to the fact that given the time and knowledge, folks are really enjoying making their own images their way. The digital darkroom allows photographers to be their own custom printers and to make prints when they want and how they want.

Given these stats it would seem that the new crop of printers, and the ease with which people can make their own prints, is driving the hobby end of the business to heights not even experienced in the days when some folks had their own darkroom. Most enjoy printing as a pastime and a challenge and not just as a way of churning out snapshots. Their scrapbooking and greeting card, and even their home gallery printing endeavors are truly driving this market.