Rising popularity of photo books
GfK Panel Services analyzes German photo market
The market for digital photo finishing has consistently recorded positive growth rates in recent years. Germans increasingly take digital pictures and, concurrently, demand for products that enable these images to also be viewed without computers has also risen. The markets for photo books and photo gift articles in particular are benefiting from this development.
In contrast, a downward trend is evident for single prints of digital images. Over the period from January to September, sales in this product segment fell by 10% year-on-year to EUR 157 million (Jan-Sept 2010: EUR 174 million). Strong competition from online providers is having a significant impact in this area and is forcing prices down. At the same time, "traditional" prints in the 9x13 and 10x15 formats are competing with the increasingly popular photo books.
Both volume and value sales of photo books increased by a fifth up to Sep-tember 2011 and this growth market is maintaining stable average prices, despite the steady expansion in the range of products available online. A typical photo book comprises approximately 130 images over 40 pages and costs in the region of EUR 29. Some of the most popular images are of holi-days and family.
Although the Christmas present season is yet to come, more than half of all photo books created in the first three quarters were gifts for family, friends and acquaintances. A promising indication that the development of this segment can be expected to remain positive in the fourth quarter of 2011.
The analysis is based on GfK Imaging*Scope, an ongoing survey of 10,000 consumers (as at 2011) in Germany about their purchases in the photo market which is carried out by GfK Panel Services. The findings are used to make a representative projection for the German population over the age of ten as a whole.
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