PMA Data Watch: Instant cameras make up large portion of film camera sales

According to PMA Marketing Research, instant camera market share appears to be dropping at a lower rate than other film camera types. NPD Group, Inc. estimates one-third of film cameras sold in the first half of 2009 were instant cameras. Several new instant camera models were released in recent times and offset some of the decline in other types of film camera sales.
  Instant cameras that were released recently include the Fujifilm Instax Mini 7S Instant Camera and the Instax Mini Instant Color Film. These cameras were introduced in the U.S. market this past September. Polaroid relaunched some of the most popular instant cameras in 2009 after the response to the demise of Polaroid instant film. Additional instant cameras from Polaroid will be released in mid-2010.
  Over the past few years the share of film camera sales that are instant cameras has been growing. In 2005, instant cameras made up 14 percent share of film camera sales. The share has increased steadily each year since. By 2009 instant camera share more than doubled, increasing to 31 percent. The number of instant camera units, however, has been steadily declining as film camera sales continue to lose importance in the minds of consumers. The decline was steepest between 2003 and 2006 but has leveled off in the past few years.

About Jennifer Kruger

Jennifer Barr Kruger is Director of Communications for Photo Marketing Association International and Publisher of PMA magazine. In addition, Kruger is editor of PMA Newsline and PMA Newsline Weekly, and was previously the editor of several other industry publications. She is a contributor to both the DIMAcast (www.DIMAcast.com) and the Imaging Executive Podcast (www.imagingexecutive.com). Kruger is a 2010 ADDY Award winner for podcasting. She joined PMA in 1994.