(Weymouth, MA) July 16, 2010 . . . InfoTrends is pleased to announce the release of a major multi-client study entitled Digital SLRs and Other Interchangeable Lens Cameras: A Multi-Client Study. Based in part on a survey of over 6,000 consumers, this study garnered insights into the demographic makeup of the Digital ILC market as well as purchase motivators and barriers.

This research indicates that future buyers of Digital ILCs will include current Digital ILC owners who are looking to purchase additional or replacement cameras, compact camera owners seeking to upgrade the quality and functionality of their cameras, and even a few digital camera non-owners who will purchase a Digital ILC as their very first digital camera. The greatest market potential comes from compact camera owners who are looking to upgrade, as compact camera owners greatly outnumber current Digital ILC owners.

While the new mirrorless hybrid cameras will be attractive to some potential buyers, other buyers will want to step up all the way to a digital SLR. DSLRs are clearly positioned in the market as the camera type that offers the best image quality, and high image quality is a key driver for repeat buyers as well as first-time buyers of DSLRs.

Mette Eriksen, a Director at InfoTrends, stated, “To fully capitalize on this market, vendors must give compact camera owners a reason to upgrade to a Digital ILC. Promoting ease-of-use is one way of appealing to compact camera owners who are looking to upgrade to better quality without needing to be a camera buff. Current Digital ILC owners will also appreciate improved user interfaces that enable them to quickly access the camera features they use most often.”

In addition to obtaining insight into these and other purchase drivers, this study sought to:

• Segment and profile the market for current and future Digital ILC buyers by key demographic characteristics such as age, gender, photographer type, and technology adopter type

• Compare the demographic profile of mirrorless hybrid camera owners to DSLR camera owners

• Consider the relative importance of product attributes

• Provide insight into feature requirements and interest in new technologies

• Determine the criteria that affect purchasing decisions

• Outline the potential opportunity of the Digital ILC market by providing unit and value forecasts

• Identify opportunities and strategies for Digital ILC vendors

Digital SLRs and Other Interchangeable Lens Cameras: A Multi-Client Study is available for purchase. For more information contact Matt O’Keefe at +1 781 616 2100 ext. 115 or e-mail [email protected].

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.