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Ilse Jurriën : September 10th 2005 - 12:22 CET

Imation survey Americans are 'Hooked on Photos'

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ImationImation survey Americans are 'Hooked on Photos' : Admit it. Like most Americans, we've got shelves piled high with dusty shoeboxes of old photos and empty scrapbooks. And now, with the growth of digital cameras, we have CDs, DVDs, computer hard drives and e-mail boxes that are overflowing with digital photos and videos as well. It's true, according to a national consumer survey of 2,000 American adults, sponsored by Imation Corp, Americans are embracing digital technologies to capture and share their memories. Even so, many Americans have yet to fully master the more complex digital application skills, such as editing or digital scrapbooking.
Imation survey Americans are 'Hooked on Photos'Imation survey - Some statistics
In a year when the number of digital images captured worldwide is estimated at 100 billion, more than half of Americans surveyed (54 percent) are using digital technologies to capture and preserve their photos. In fact, the majority of Americans (71 percent) feel comforta-ble with the basics of storing, organizing and sharing their digital photos and videos and they are slowly tackling the more complex and creative tasks:
• 32% are editing photos and
• 24% are creating digital photo albums.

Imation survey - Americans are 'hooked on photos'
"Americans, like the rest of the world, are indeed 'hooked on photos.' And, increasingly, they are taking, saving and sharing digital photos with family and friends," said Carla Pihowich, marketing operations manager, Consumer and Office Products, Imation. "Americans wish they could do more and be more creative with the images and videos that fill their hard drives and stacks of CDs and DVDs, but many don't know just how easy it can be to turn memories into keepsakes."

Continued growth of CD & DVD sales
Analyst firm Understanding and Solutions confirms the continued growth of CD and DVD sales with an expected 12 percent growth in 2006 over 2005. In addition, the market is shifting to higher capacity DVDs, showing a predicted 52 percent growth in 2006 over 2005.

More creativity and more photo editing
Whether an analog camera, a complex task or lack of time stands in the way, Imation's simple tip sheets on how to quickly and easily create, share, store and edit digital photos and videos can help consumers further embrace digital applications and turn their images into precious memories. "Digital technologies allow consumers to be creative with digital images in ways that weren't possible with printed photos - like photo editing, making DVD movies and creating digital photo albums," continued Pihowich. "And Imation has created some helpful tip sheets, available at the website of Imation, to help consumers get the most out of their photos and videos and preserve them on Imation CDs and DVDs."

Capturing, Editing and Sharing your digital photos
Below are just some of the findings of the survey conducted this spring on Americans' attitudes, activities and concerns regarding capturing, editing, sharing and preserving digital memories:
• 89 percent of the Americans surveyed say that sharing personal photos and videos is easy to do.
• The majority of those surveyed (54 percent) say they are storing photos digitally.
• Nearly half (47 percent) of Americans keep both digital and hard copies of their personal pictures
• 7 percent of respondents have gone completely digital, keeping only digital copies of their personal pictures on CDs, DVDs or other digital storage devices.

Digital photography for young and old?
According to the survey, being young and/or part of a family increases the likelihood that an American will have "gone digital." The Generation X cohort (ages 25-34) is about four times more likely than their grandparents, (ages 65+) to:
• Edit digital photos (46 percent versus 12 percent),
• Create digital photo albums (35 percent versus 9 percent) and
• Edit and record home movies to DVD (18 percent compared to 4 percent).

Do you share your photo memories?
The survey also confirmed that families with children are more likely than couples or singles to preserve their memories digitally by creating digital photo albums (32 percent compared to 19 percent) or editing digital photos (41 percent versus 26 percent). Overall, those using digital photography, compared to those who still use analog cameras, are far more active in sharing their photo memories (94% and 59%, respectively). In fact, most respondents (61%) agree that keeping their pictures and movies digitally changes the way they share them with friends.
• 50 percent report using e-mail as their photo and video distribution method,
• 22 percent store digital files on CD,
• 16 percent share their memories on DVDs and
• 15 percent post movies and photos directly to their personal Web site.

Imation survey - Beyond basics
The survey found that Americans are moving beyond basic digital photo and video tasks and are beginning to embrace more complex and creative applications.
• 62% of the respondents find creating digital photo albums, slide shows or scrapbooks easy.
• And nearly half of Americans (47 percent), find it easy to edit digital photos and videos.

Women take the pictures, Men preserve the memories
Yet, even though approximately half of American adults find these creative tasks easy to do, less than one-third of Americans are actually doing them.
Case in point: Women are more likely than men (77 percent and 67 percent, respectively) to take photos of family and friends, but men are more likely to preserve those memories.
• Men are more likely to create digital photo albums on CDs or DVDs (26% versus 22%)
• Men are more likely to edit, record or burn home movies on DVDs (14% compared to 11%).

About the Imation Consumer Survey
The consumer survey, sponsored by Imation Corp, polled 2,000 American adults via telephone in May 2005, allowing for a margin of error of no more than plus-or-minus two percentage points at the 95 percent confidence level. A complete report on the survey's findings, including the questions and top line results as well as ways to save, store and share digital memories can be found online at the website of Imation.

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