A recent InfoTrends survey revealed that mothers in Western Europe are more likely than total photo merchandise buyers to purchase their photo merchandise items from online sources. While only 49% of total photo merchandise buyers reported purchasing photo cards online via a retailer’s Web site in the past 12 months, over 62% of mothers stated they had done so. Mothers are also more likely to use self-serve kiosks at retail locations.

InfoTrends Press Release

Mothers in Western Europe Value Convenience when Ordering Photo Merchandise

WEYMOUTH, Mass.—(BUSINESS WIRE)—According to InfoTrends’ research, Western Europe’s photo merchandise market will more than double in size from 2008 to 2013, exceeding $900 million in revenues by the end of this period. Mothers (defined as females between the ages of 25 and 44 with children under age 12) will account for a sizable portion of this revenue. While about 22% of total respondents reported purchasing photo merchandise items in the past year, 30% of mothers stated that they had done so. Nevertheless, to access this lucrative consumer segment, professionals in the photo merchandise space must understand their motivations and behaviours as they differ significantly from that of the general population.

A recent InfoTrends survey revealed that mothers are more likely than total photo merchandise buyers to purchase their photo merchandise items from online sources. This is true in regard to retailer’s Web sites as well as online photo sharing/printing services. While only 49% of total photo merchandise buyers reported purchasing photo cards online via a retailer’s Web site in the past 12 months, over 62% of mothers stated they had done so. In addition, our survey results indicate that mothers are significantly more likely than others to use self-serve kiosks at retail locations.

David Haueter, an Associate Director at InfoTrends commented, “Our research suggests that many busy mothers are highly motivated by convenience, so photo merchandise vendors should strive to offer their products via the Internet as well as retail locations that mothers will visit regularly.”

InfoTrends’ report, Spotlight on Moms: Photo Merchandise (Western Europe), considers how actively Western European mothers are purchasing photo merchandise, what types of photo merchandise are the most popular, and their future purchasing intentions for products of this type. Where appropriate, mothers’ behaviours are also compared to those of the total survey population and to those of mothers in the United States. For more information or to purchase this report or the full multi-client study from which this data was extracted (Photo Merchandise Products for the Western European Market: Adding Value to Consumer-Generated Content), visit our online store.

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