Past Purchasers Highly Likely to Purchase Again

(Weymouth, MA) March 25, 2011 . . . According to a recent survey of U.S. consumers, the photo merchandise market is growing at a slow but steady pace. The share of respondents who say that they had purchased photo merchandise in the past rose to nearly a third, up from just over 25% in the previous year’s survey.

David Haueter, an Associate Director at InfoTrends, states, “While this growth is encouraging, it is clear that there is still a largely untapped base of potential buyers. Over half of the respondents in this survey who had not purchased photo merchandise items in the past year cited a belief that these products were too expensive. Industry vendors should continue to promote the affordability of these products, particularly as prices continue to drop. Increased targeted marketing with promotions or discounts might also prove successful.”

Consumers who have purchased photo merchandise in the past generally report a high level of satisfaction and a high likelihood of purchasing again in the future. Over 90% of respondents who had purchased photo merchandise in the past year reported that they were likely to buy these products again.

Photo merchandise vendors should find a way to use this to their advantage. When asked how they first became aware that they could create or purchase photo merchandise, the greatest share of photo merchandise buyers reported hearing about it from a friend or relative. Word of mouth is clearly a powerful motivator. Photo merchandise vendors might also be able to attract new customers by offering “refer a friend” programs to their existing customers. Satisfied customers will be more likely to recommend photo merchandise to their friends and relatives, particularly if they receive a special incentive for doing so.

InfoTrends’ report, 2010 Photo Merchandise End-User Survey Analysis: United States, is available for purchase. This document offers insight and advice that vendors of photo merchandise can leverage to target their messages appropriately, encourage repeat purchases, and convert non-buyers of photo merchandise into buyers.

For more information or to purchase this report visit InfoTrends’ online store or contact Robyn Wuori at +1 781 616 2103 or e-mail robyn_wuori@infotrends.com.

InfoTrends, a Questex company, is the leading worldwide market research and strategic consulting firm for the digital imaging and document solutions industry. We provide research, analysis, forecasts, and advice to help clients understand market trends, identify opportunities, and develop strategies to grow their businesses. Additional information about InfoTrends is available on the Web at www.infotrends.com.

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For media inquiries contact Robyn Wuori at +1 781 616 2103 or robyn_wuori@infotrends.com.