Consumer & Professional Imaging

Millennials: Imaging Trendsetters for 2016 and Beyond

A Mult i -Cl ient Study

A Questex Company

Introduction

The U.S. photo and v ideo market is at a crossroads,

due in large part to the diverse behavior of mi l lennia ls

who capture, curate, create, and share imaging

content in a seemingly endless number of ways.

I t i s no longer poss ib le for imaging vendors and

serv ice providers to ass ign a l i s t of general attr ibutes

to this generat ion of consumers, and to develop

product and market ing plans that fol low suit . Nor is

i t poss ib le to ignore that this generat ion has

s ignif icant buying power. Future success in this

segment wi l l depend largely on the abi l i ty of both

tradit ional imaging companies and new vendors to

capture the hearts and minds of mi l lennia ls f rom a

young age, and to evolve with them as they pass

through var ious l i fe stages ( f rom school to career to

marr iage and chi ldren) . Evolv ing with the end

customer is a business imperat ive, and assuming that

the imaging behavior of mi l lennia ls wi l l change in the

exact same way as Generat ion Xers and Baby Boomer

before them is no longer a safe bet.

InfoTrends’ new mult i -c l ient study is des igned to

provide detai led prof i les of younger mi l lennia ls (13-

23) and older mi l lennia ls (24-35), with an eye toward

ident i fy ing differences both between and within

each segment. InfoTrends used a combinat ion of

research methods to develop mi l lennia l imaging

personas, and to uncover motivators / t r iggers that

lead to specif ic behaviors and specif ic purchase

act iv i t ies .

Quest ions inc luded:

• What are mi l lennia ls ’ aff in i t ies and att i tudes

towards photo and v ideo?

- What role does imaging play in their dai ly l ives?

• How diverse is imaging act iv i ty among mi l lennia ls?

- What are the sub-groups?

- What are their imaging personas?

- How do the var ious sub-groups engage in

imaging and pr int ing?

• How do they re ly on and use socia l networks?

- What does v isual communicat ion look l ike by

sub-group?

• How do these mi l lennia ls se lect products that are

meaningful and re levant to their l ives?

• How do they perceive different brands?

In addit ion to prof i l ing mi l lennia ls , th is study provides

U.S. market s iz ing for each sub-group, with the goal

of quant i fy ing the target number of customers and

their spending on photo and v ideo products and

serv ices.

M i l l e n n i a l s : I m a g i n g T r e n d s e t t e r s f o r 2 0 1 6

a n d B e y o n d

Project Objectives

This study provides ins ights for vendors and serv ice

providers cater ing to any photo or v ideo user

segment, f rom the casual smartphone shooter to

a hobbyist photographer or v ideographer. I t helps

them understand evolv ing motivators, use cases, and

unmet needs. I t considers how large the revenue

opportunit ies may be, and how vendors might be able

to capita l ize on future growth.

Specif ic topics inc lude, but are not l imited to, the

fol lowing:

• Photo and v ideo capture tr iggers

- What are mi l lennia ls ’ “ in-the-moment”

shoot ing motivators?

• Purchase tr iggers

- What prompts mi l lennia ls to make a purchase?

- What prevents mi l lennia ls f rom making a

purchase?

• Purchase Methods

- Channels , devices, payment serv ices

• Socia l photo and v ideo act iv i ty

- Creat ion, shar ing, and consumption of personal

content

• Use of different types of imaging-centr ic apps (and

what makes them successful or unsuccessful )

- Socia l apps / Storyte l l ing apps

- Edit ing apps

- Output apps (pr ints , canvas, panels , etc. )

- Creat ive express ion apps

- L ive v ideo streaming apps

• How do mi l lennia ls pr ior i t ize the features and

funct ions of var ious apps and devices?

• Percept ions about the importance of “memories”

• Relevance of pr int , and the role that i t p lays in

mi l lennia ls ’ l ives

- What tr iggers a mi l lenia l to pr int?

• How/what to market to mi l lennia ls?

- Where are their eyebal ls , and how do marketers

get in front of them?

Market Research

This study is based on extensive pr imary and secondary

research. Methodologies inc lude desk research, a

structured Web-based survey, and a 30-day onl ine diary

study with mi l lennia ls . InfoTrends a lso leveraged i ts

in-house imaging research where poss ib le, bui ld ing on

exist ing ins ights.

Desk Research:

InfoTrends examined exist ing market information from a

var iety of sources that inc lude, but are not l imited to:

• Industry associat ions

• Industry reports

• Web s i tes

• Government data

InfoTrends leveraged in-house research data on the GenX

and Baby Boomer populat ion to provide subscr ibers with

re levant compar isons to Mi l lennia ls . InfoTrends a lso

ut i l ized i ts annual Personal Photo Act iv i t ies Forecast for

some of the market s iz ing work.

Structured Web-based Survey:

InfoTrends conducted a survey of 3,000 younger

and older mi l lennia ls (1,370 younger mi l lennia ls

age 13-23 ( inc luding 303 Gen Z age 13-15) and

1,630 older mi l lennia ls age 24-35). These sample

s izes a l lowed for detai led segmentat ion and

analys is whi le maintaining stat ist ica l va l id i ty.

Consumer Diary Study:

Following the completion of the Web-based survey,

InfoTrends conducted a 30-day online diary study with

25 younger millennials (18 and older) and 25 older

millennials. The focus of the diary study was shaped

by the results of the structured Web-based survey,

allowing InfoTrends to further develop some of the more

interesting sub-segments and personas.

Analysis and Project DeliverablesThere is an extens ive analys is of a l l research

providing a comprehensive understanding of

the opportunit ies and issues. Cl ients receive the

fol lowing del iverables:

• Detai led PowerPoint report (with v isuals to

demonstrate key f indings)

• Data cross-tabulat ions from the Web-based

survey research for addit ional analys is of key

market segments

• Summary of the diary study f indings

• Market s ize summary in Excel and/or PDF format:

- Total spending power

- Total spending on imaging products &

serv ices

- Distr ibut ion of imaging spending per persona

• A one-hour phone/Web presentat ion

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Although reasonable efforts have been made by

InfoTrends to ensure the completeness and accuracy

of the information contained in written and oral

reports in connect ion with the proposed study, no

l iabi l i ty can be accepted by InfoTrends for the results

of any act ions taken by the c l ient in connect ion with

such information, opinions, or advice.

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InfoTrends reta ins a l l copyr ights. The reproduct ion of

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from InfoTrends.

Confidentiality

InfoTrends wi l l use i ts best efforts to ensure that any

conf ident ia l information obtained about the c l ient

and i ts bus iness dur ing the course of the proposed

study is not, unless agreed otherwise in advance,

d isc losed to any third party without the pr ior wr i t ten

permiss ion of the c l ient. InfoTrends reta ins the r ight

to re-use any non-propr ietary information as part of

i ts ongoing analys is of the industry.

About InfoTrendsInfoTrends is the leading worldwide market research

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We provide ins ights and advice to help c l ients understand

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