PMA Foresight
The Knot and OTX announce research and classify new consumer group
The Knot Inc., New York, N.Y., a leading lifestage media company, in association with OTX, a global research and consulting firm, reveals research on a previously unidentified and unstudied key consumer group, Nesties. A psychographic subset of the important 18-to 34-year old female U.S. population, Nesties are 25- to 32-year-old women who are settling down and preparing for the next 20 years of their life. The study is designed to understand Nesties and how their lifestage defines them as consumers.
Nesties enter a three-to four-year period of wedding planning, building their nest, and getting pregnant, from the moment they become engaged. The study examines these unique circumstances which motivate active spending at a time when lifelong relationships are forged with brands, goods, and services. They are of particular interest to The Knot Inc. because they define the core audience of the company’s trio of lifestage brands: the #1 wedding website TheKnot.com, newlywed brand TheNest.com, and first-time parenting resource TheBump.com.
Nesties lead a very intense lifestyle. They experience constant change as they move through two, if not three, of these lifestyle changes: marriage, nesting and first-time parenthood. Within two years, more than half have experienced at least two of these lifestages. From the everyday necessities to “big ticket” items, Nesties outspend all other female demographics, including 18- to 34-year-old women without partners.
Nesties are typically in charge and have many things to do. They are more likely than their male partners to feel like they have the primary responsibility in household tasks, as well as, caring for the children, other family members and pets, even though most decisions are a joint effort. Nesties remain independent and most feel that they have not given up a lot to make their relationship work. They are financially conscious and the majority cautious about spending money on unnecessary items. More than half of Nesties feel overwhelmed by financial burdens. Nesties are usually planning for a family, as about eighty-percent in the baby group look or had looked forward to becoming a mother and the majority of those in the previous two stages feel the same. Nesties seek emotional support as they are constantly online searching for advice and opinions about their purchases. Convenience along with economic reasons and engagement plans are all reasons for Nesties wanting to move in with their partner. While the environment is important, convenience even trumps going green, as many do not even use energy efficient light bulbs. Nesties are focused on the home. She is setting up the home with the challenge of combining and agreeing on furniture coupled with trying to have the home represent the couple. A need for their own space also develops. The living room emerges as the favorite room, as the home is a place for warmth and entertainment, easily beating out the bedroom.
“This groundbreaking study demonstrates that Nesties, more than any other group their age, are in the market to spend as they settle into new homes and plan for their first baby,” says David Liu, CEO of The Knot Inc. “This is an exciting opportunity for brand marketers because it is now possible to target consumers who have highly predictable purchase behaviors and who will form new and lasting relationships with the brands that meet their needs in these formative and emotional years.”
“We have created a rich, comprehensive database of demographic, attitudinal, and behavioral information that defines Nesties in each of these three lifestages,” says Shelly Zalis, founder and CEO of OTX. “The learning shared here is only a glimpse of the wealth of insights available. Going forward, this syndicated study will engage a similarly wide, deep, and representative sample of Nesties to provide even more invaluable perspectives on their lives not available anywhere else.”
The research was conducted in the U.S. in February 2009 among more than 6,000 18- to 54-year old women (primarily 18 to 34 years old). The study recruited women who are active community members of The Knot, The Nest and The Bump, as well as women from OTX's industry-leading sample sourcing technology.
For more information on how to purchase all or specific parts of this study, please contact Julanne Schiffer at OTX (http://jschiffer@otxresearch.com).
For more statistics or to speak to Nesties in your area, please contact The Knot Press Office at http://pr@theknot.com. High-resolution photos and visuals can be provided electronically or through the mail.
Nesties enter a three-to four-year period of wedding planning, building their nest, and getting pregnant, from the moment they become engaged. The study examines these unique circumstances which motivate active spending at a time when lifelong relationships are forged with brands, goods, and services. They are of particular interest to The Knot Inc. because they define the core audience of the company’s trio of lifestage brands: the #1 wedding website TheKnot.com, newlywed brand TheNest.com, and first-time parenting resource TheBump.com.
Nesties lead a very intense lifestyle. They experience constant change as they move through two, if not three, of these lifestyle changes: marriage, nesting and first-time parenthood. Within two years, more than half have experienced at least two of these lifestages. From the everyday necessities to “big ticket” items, Nesties outspend all other female demographics, including 18- to 34-year-old women without partners.
Nesties are typically in charge and have many things to do. They are more likely than their male partners to feel like they have the primary responsibility in household tasks, as well as, caring for the children, other family members and pets, even though most decisions are a joint effort. Nesties remain independent and most feel that they have not given up a lot to make their relationship work. They are financially conscious and the majority cautious about spending money on unnecessary items. More than half of Nesties feel overwhelmed by financial burdens. Nesties are usually planning for a family, as about eighty-percent in the baby group look or had looked forward to becoming a mother and the majority of those in the previous two stages feel the same. Nesties seek emotional support as they are constantly online searching for advice and opinions about their purchases. Convenience along with economic reasons and engagement plans are all reasons for Nesties wanting to move in with their partner. While the environment is important, convenience even trumps going green, as many do not even use energy efficient light bulbs. Nesties are focused on the home. She is setting up the home with the challenge of combining and agreeing on furniture coupled with trying to have the home represent the couple. A need for their own space also develops. The living room emerges as the favorite room, as the home is a place for warmth and entertainment, easily beating out the bedroom.
“This groundbreaking study demonstrates that Nesties, more than any other group their age, are in the market to spend as they settle into new homes and plan for their first baby,” says David Liu, CEO of The Knot Inc. “This is an exciting opportunity for brand marketers because it is now possible to target consumers who have highly predictable purchase behaviors and who will form new and lasting relationships with the brands that meet their needs in these formative and emotional years.”
“We have created a rich, comprehensive database of demographic, attitudinal, and behavioral information that defines Nesties in each of these three lifestages,” says Shelly Zalis, founder and CEO of OTX. “The learning shared here is only a glimpse of the wealth of insights available. Going forward, this syndicated study will engage a similarly wide, deep, and representative sample of Nesties to provide even more invaluable perspectives on their lives not available anywhere else.”
The research was conducted in the U.S. in February 2009 among more than 6,000 18- to 54-year old women (primarily 18 to 34 years old). The study recruited women who are active community members of The Knot, The Nest and The Bump, as well as women from OTX's industry-leading sample sourcing technology.
For more information on how to purchase all or specific parts of this study, please contact Julanne Schiffer at OTX (http://jschiffer@otxresearch.com).
For more statistics or to speak to Nesties in your area, please contact The Knot Press Office at http://pr@theknot.com. High-resolution photos and visuals can be provided electronically or through the mail.
PMA Data Watch: DSLR purchasers most likely to be purchasing an additional camera
According to the 2009 PMA U.S. Camera/Camcorder Digital Imaging Survey, the majority of U.S. households (39 percent) that purchased a digital camera purchased the most recent unit as a first camera, not a replacement. Twenty-nine percent made the purchase to replace an older digital camera while 32 percent purchased the camera as an additional unit rather than as a replacement.
Of households that purchased a camera in 2008, only 23 percent were buying their first camera. Thirty-seven percent of households purchased a camera to replace an older unit and the remaining 41 percent of households simply purchased an additional unit. Only 8 percent of households that purchased a DSLR were making a first camera purchase and 26 percent were replacing another digital camera. The remaining two-thirds of households that purchased a DSLR in 2008 made an additional purchase.
In 2008, the average replacement period for digital camera was ...<< MORE >>
Of households that purchased a camera in 2008, only 23 percent were buying their first camera. Thirty-seven percent of households purchased a camera to replace an older unit and the remaining 41 percent of households simply purchased an additional unit. Only 8 percent of households that purchased a DSLR were making a first camera purchase and 26 percent were replacing another digital camera. The remaining two-thirds of households that purchased a DSLR in 2008 made an additional purchase.
In 2008, the average replacement period for digital camera was ...<< MORE >>
PMA Data Watch: Percentage of U.S. households receiving digital images from family and friends down from previous years
Thirty-seven percent of U.S households received digital pictures via the Internet or on CD/DVD from their family, friends or relatives last year, down from previous years, according to the 2009 PMA U.S. Camera/Camcorder Digital Imaging Survey. Social networking sites make pictures easily accessible by family and friends at any time without having to email them. Most likely to receive digital images in 2008 were young households, those with higher incomes and households where young children were present.
Of those households that received digital pictures, 32 percent made prints from the images. There is a positive correlation between age and making prints from received digital images. Households where the head was 65 years of age or older were much more likely to make prints than younger households. Households where no children were present were also more likely to make prints from the digital images they received from family and friends. This is likely to be a reflection of grandparents, perhaps those living long distances from their grandchildren, making prints so that they can cherish and display the pictures around their home. Lower income households were also more likely to make prints of received digital images than those earning higher incomes.
Households were slightly less likely in 2008 to make prints from received digital images at home than they were in previous years. Making the prints at retail, using the instant kiosk or local retailer's counter, was more common in 2008 than in the few years prior. They were more likely to pick up prints sent to the local retailer by family or friends. In terms of share, more prints were made at home than using any other method.
Of those households that received digital pictures, 32 percent made prints from the images. There is a positive correlation between age and making prints from received digital images. Households where the head was 65 years of age or older were much more likely to make prints than younger households. Households where no children were present were also more likely to make prints from the digital images they received from family and friends. This is likely to be a reflection of grandparents, perhaps those living long distances from their grandchildren, making prints so that they can cherish and display the pictures around their home. Lower income households were also more likely to make prints of received digital images than those earning higher incomes.
Households were slightly less likely in 2008 to make prints from received digital images at home than they were in previous years. Making the prints at retail, using the instant kiosk or local retailer's counter, was more common in 2008 than in the few years prior. They were more likely to pick up prints sent to the local retailer by family or friends. In terms of share, more prints were made at home than using any other method.
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PMA Data Watch: A look at uploading activity from the most popular camera phones in the Flickr community
The popular photo sharing site Flickr includes a feature allowing users to get the scoop on the most popular camera models and camera phone models being used to upload photos in the Flickr community. Popularity is determined by tracking the number of users, as well as, the number of images uploaded on any given day with each of the models. The Apple iPhone is by far the most popular camera phone model, as it was when PMA Marketing Research surveyed the site in February. Following in order of popularity are the Nokia N95, BlackBerry Storm 9530, Sony Ericsson W580i and the BlackBerry Curve 9330. With the exception of the Sony Ericsson W580i model, popular models have changed since February.
On February 10, 2009, there were 21,500 images uploaded on Flickr from the popular Apple iPhone and there were 3,363 users. Numbers continue to climb with 3,887 users and 24,563 images uploaded on June 4. The number of pictures uploaded per user, however, remains about the same as it did Feb. 10.
In any case, this is significant as the number of photos being uploaded from the iPhone is up and just barely trailing the number of photos or videos uploaded on the same day from the most popular point-and-shoot camera, the Canon PowerShot SD1100 IS. On average, 20.2 photos or videos are being uploaded per user with this particular model.
The number of items uploaded on the above mentioned day in February from the top five camera phones totaled 34,268 items. This month, however, the number inched up to 35,488 items. Users, on the other hand totaled 5,923 items in June, up slightly from 5,331 in February. This data indicates that on the given day in February each user uploaded, on average, 6.4 images, but only 6 images were uploaded per user on the day surveyed in June.
For more information on the models mentioned above and more visit the Camera Finder page on the Flickr website.
On February 10, 2009, there were 21,500 images uploaded on Flickr from the popular Apple iPhone and there were 3,363 users. Numbers continue to climb with 3,887 users and 24,563 images uploaded on June 4. The number of pictures uploaded per user, however, remains about the same as it did Feb. 10.
In any case, this is significant as the number of photos being uploaded from the iPhone is up and just barely trailing the number of photos or videos uploaded on the same day from the most popular point-and-shoot camera, the Canon PowerShot SD1100 IS. On average, 20.2 photos or videos are being uploaded per user with this particular model.
The number of items uploaded on the above mentioned day in February from the top five camera phones totaled 34,268 items. This month, however, the number inched up to 35,488 items. Users, on the other hand totaled 5,923 items in June, up slightly from 5,331 in February. This data indicates that on the given day in February each user uploaded, on average, 6.4 images, but only 6 images were uploaded per user on the day surveyed in June.
For more information on the models mentioned above and more visit the Camera Finder page on the Flickr website.
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PMA Data Watch: Custom Framing Market Down in Many Regions
The custom framing market is down in many regions and many framing retailers are reporting year-over-year declines, according to PMA Marketing Research. In 2008, custom frames were purchased by 4.6 percent of U.S. households. That is quite the decline in frame purchasers compared to previous years. Frame purchasing has dropped more than 50 percent since 2001, according to the 2009 PMA U.S. Custom Framing Report.
Fran Gray of Roney's Creative Picture Framing, Florence, South Carolina said her shop's sales were down 66 percent in the first quarter of this year. "Talking to framers in my area and chapter, what we see is business is down for the simple jobs such as mat and frame. We're still getting the shadow boxes and photo restorations," said Gray, who is past president of the Profession Picture Framers Association (PPFA). In 2008, there was an estimated 30 percent decline in custom frame spending ...<< MORE >>
Fran Gray of Roney's Creative Picture Framing, Florence, South Carolina said her shop's sales were down 66 percent in the first quarter of this year. "Talking to framers in my area and chapter, what we see is business is down for the simple jobs such as mat and frame. We're still getting the shadow boxes and photo restorations," said Gray, who is past president of the Profession Picture Framers Association (PPFA). In 2008, there was an estimated 30 percent decline in custom frame spending ...<< MORE >>
PMA Data Watch: Percent of households purchasing photo-quality printers up slightly
According to the 2009 PMA U.S. Camera/Camcorder Digital Imaging Survey, 10.1 percent of U.S. households purchased photo-quality printers in 2008. This reflects an increase from the 9.5 percent of households purchasing them in 2007, but a decline from 12.2 percent in 2006. High income households, those with children present and those with high speed internet access were most likely to purchase photo-quality printers. Households with high resolution digital cameras were nearly twice as likely to purchase a printer, according to PMA Marketing Research.
The largest percentage of photo-quality printers were purchased at electronics/video stores, followed by office supply stores and discount stores in 2008. Few printers were purchased at computer stores. The vast majority of printers purchased were priced between $50 and $200, however, more $50 or under printers were sold in 2008 when compared to previous years.
About 10 percent of photo-quality printers came with the camera ...<< MORE >>
The largest percentage of photo-quality printers were purchased at electronics/video stores, followed by office supply stores and discount stores in 2008. Few printers were purchased at computer stores. The vast majority of printers purchased were priced between $50 and $200, however, more $50 or under printers were sold in 2008 when compared to previous years.
About 10 percent of photo-quality printers came with the camera ...<< MORE >>
The 2009 PMA Photo Book Report
The PMA Photo Book Report reveals results from the second annual DIMA Photo Book Showcase
JACKSON, Mich. – PMA – The Worldwide Community of Imaging Associations announces the availability of The 2009PMA Photo Book Report, providing businesses with an overview of the consumer photo book market. The report is designed to aid firms in business planning and product development. Details of the report include:
• The photo book market is expected to reach $340 million in 2009 compared to $326 million in 2008
• Marketing research section related to the photo book industry including types of books, purpose for making them and methods
used to produce them.
• Ins and outs on binding a quality hardcover photo book including why retailers should consider these items, what goes into a
hardcover book, and what retailers should look for in a high-quality product, explained by three experts in the publishing business.
The 2009 PMA Photo Book ...<< MORE >>
JACKSON, Mich. – PMA – The Worldwide Community of Imaging Associations announces the availability of The 2009PMA Photo Book Report, providing businesses with an overview of the consumer photo book market. The report is designed to aid firms in business planning and product development. Details of the report include:
• The photo book market is expected to reach $340 million in 2009 compared to $326 million in 2008
• Marketing research section related to the photo book industry including types of books, purpose for making them and methods
used to produce them.
• Ins and outs on binding a quality hardcover photo book including why retailers should consider these items, what goes into a
hardcover book, and what retailers should look for in a high-quality product, explained by three experts in the publishing business.
The 2009 PMA Photo Book ...<< MORE >>
2009 PMA U.S. Custom Framing Report
The 2009 PMA U.S. Custom Framing Report reveals challenge in the custom framing market
JACKSON, Mich. – PMA – The Worldwide Community of Imaging Associations announces the availability of The 2009 PMA U.S. Custom Framing Report. The 2009 PMA U.S. Custom Framing Report provides businesses with an overview of the custom framing market. The report is designed to aid firms in business planning. The report measures the spending of U.S families and consumers on custom framing services. Locations where custom frames were made, uses for custom frames and previous purchasing patterns were also discussed in the report.
In January 2009, Synovate of Chicago, distributed the questionnaire, by mail, on a representative sample of 15,000 households. The questions were prepared by PMA Marketing Research. Consumers were ques¬tioned on the 12-month period through January 2009. Details of the report include:
• About 5.3 million households purchased custom frames in 2008 ...<< MORE >>
JACKSON, Mich. – PMA – The Worldwide Community of Imaging Associations announces the availability of The 2009 PMA U.S. Custom Framing Report. The 2009 PMA U.S. Custom Framing Report provides businesses with an overview of the custom framing market. The report is designed to aid firms in business planning. The report measures the spending of U.S families and consumers on custom framing services. Locations where custom frames were made, uses for custom frames and previous purchasing patterns were also discussed in the report.
In January 2009, Synovate of Chicago, distributed the questionnaire, by mail, on a representative sample of 15,000 households. The questions were prepared by PMA Marketing Research. Consumers were ques¬tioned on the 12-month period through January 2009. Details of the report include:
• About 5.3 million households purchased custom frames in 2008 ...<< MORE >>
PMA Data Watch: Growth in the photo book market below potential
According to the newly released 2009 PMA Photo Book Report, photo book demand continues to grow. Spending in 2009, however, is only expected to grow about 4 percent compared to 22 percent in 2008. This indicates below potential growth in performance in the photo book market.
Many photo books are still being printed on home computer printers according to PMA U.S. Camera/Camcorder and Digital Imaging Studies. While some consumers in the survey may have misinterpreted the question and confused "photo books" with "scrapbooks", it is certain that many are still attempting to make photo books at home. Consumers may be creating books using software or formats that are not compatible with the interfaces used by online firms, retailers and kiosks.
There may also be lack of awareness in the photo book market. Consumers may also be creating projects with more text and fewer pictures, differing from the industry's ...<< MORE >>
Many photo books are still being printed on home computer printers according to PMA U.S. Camera/Camcorder and Digital Imaging Studies. While some consumers in the survey may have misinterpreted the question and confused "photo books" with "scrapbooks", it is certain that many are still attempting to make photo books at home. Consumers may be creating books using software or formats that are not compatible with the interfaces used by online firms, retailers and kiosks.
There may also be lack of awareness in the photo book market. Consumers may also be creating projects with more text and fewer pictures, differing from the industry's ...<< MORE >>
PMA Data Watch: High resolution camera phone owners take more pictures
According to the 2009 PMA U.S. Camera/Camcorder Digital Imaging Survey, more than half of camera phone owners own models with a resolution of 2 megapixels or more. More than 20 percent own 3 megapixel or higher camera phones. Only 14 percent own camera phones with resolutions less than 1 megapixel. Owners of high-resolution camera phones are more active in picture taking and printing than those with lower resolution models.
There is a positive correlation between the resolution in megapixels of the camera phone and the number of pictures taken in 2008. Excluding outliers, those using 3-megapixel or more camera phones took 38 pictures in 2008 and this number falls to 31 pictures for those with 2-megapixel models, on average. Owners of 1-megapixel camera phones took an average of 25 pictures while those owning models with less than 1 megapixel took only 18 pictures.
Not surprisingly, those with higher ...<< MORE >>
There is a positive correlation between the resolution in megapixels of the camera phone and the number of pictures taken in 2008. Excluding outliers, those using 3-megapixel or more camera phones took 38 pictures in 2008 and this number falls to 31 pictures for those with 2-megapixel models, on average. Owners of 1-megapixel camera phones took an average of 25 pictures while those owning models with less than 1 megapixel took only 18 pictures.
Not surprisingly, those with higher ...<< MORE >>