Study Highlights:

• 42% of Hispanics/Latinos cite digital point & shoot cameras or smartphones as their primary photo capture device.
• Over half of Hispanic point & shoot camera owners have plans to purchase their first DILC within the next two years.
• Over 70% of Hispanics/Latinos reported that HD video clip capability was an important in their selection of a DILC.

(Weymouth, MA) February 29, 2012…According to the U.S. Census Bureau, the Hispanic/Latino population rose from 35.3 million in 2000 to nearly 50.5 million in 2010, representing an increase of over 43% over the decade. Because the Hispanic/Latino population has become a strong buying power within the U.S., InfoTrends has highlighted Hispanic/Latino perceptions and spending habits as it pertains to the digital photography market in its report entitled Spotlight on Hispanics: Digital Camera Ownership and Usage. Through this research, InfoTrends has found that Hispanics/Latinos are more likely to have near-term plans to purchase a digital interchangeable lens camera (DILC). They also place a higher importance on HD video clip capability.

Hispanics/Latinos are Ready to Buy

InfoTrends’ survey data reveals that many Hispanics/Latinos primarily capture photos on a smartphone or digital point & shoot camera. At the same time, however, a number of these individuals are looking to buy digital interchangeable lens cameras in the near future. Over half of Hispanic point & shoot camera owners had plans to purchase their first DILC within the next two years. Offering multilingual documentation, websites, customer service, and tech support will ensure that messages are reaching this segment.

How soon are you planning to purchase a DILC?

HD Video is an Important Feature

DILC manufacturers should also consider the features that Hispanics/Latinos are seeking. Although less than 45% of total survey respondents reported that HD video clip capability was important in their selection of a DILC, nearly 70% of Hispanics/Latinos reported that this was an important feature. In addition to ensuring that their cameras offer HD video capability, DILC manufacturers should highlight this feature in marketing messages geared toward the Hispanic/Latino population.

Mobility Matters

Although 29% of total respondents cite digital point & shoot cameras or smartphones as their primary photo capture device, the same is true for 42% of Hispanics/Latinos. Because Hispanics/Latinos are more likely to be mobile photographers, industry vendors should ensure that their offerings are compatible with handsets. InfoTrends advises offering mobile devices that are capable of capturing high-quality photos, while also facilitating the ability to transfer mobile photos to other devices or online sites. Solutions that encourage viewing, sharing, and printing of camera phone/smartphone photos will also be welcomed.

InfoTrends’ new research report entitled Spotlight on Hispanics: Digital Camera Ownership and Usage focuses specifically on Hispanic/Latino attitudes and purchasing behaviors in the digital photography market. For more information, please contact Stephanie Tose at 781-616-2103 or at stephanie_tose@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.

Copyright 2012 InfoTrends. All rights reserved. Reproduction or reuse of InfoTrends materials is strictly prohibited without prior written consent.

For media inquiries contact Allison Jones at +1 781 616 2108 or allison_jones@infotrends.com.