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Article: More women and parents adopting digital cameras: retailers market to new demographics of camera buyers and print makers.(Retailing)
- Article from:
- PMA Magazine - Connecting the Imaging Communities
- Article date:
- January 1, 2004
- Author:
CopyrightCOPYRIGHT 2004 PMA Magazine. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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It can take the form of radio advertising to catch working parents on the go, or baby bibs to encourage parental picture taking and printing. Whatever the marketing technique, retailers are trying to target the new demographic market for digital cameras--women and parents.
The digital camera, as any new technology, goes through various stages of adoption. In his book, "Crossing the Chasm," marketing specialist Geoffrey A. Moore proposes a product reaches early majority or mass-market appeal at 22 percent adoption. Digital cameras passed this point in 2003, with approximately 30 percent penetration expected by the end of this year, reports PMA Marketing Research.