Camera & Imaging Products Association
MA Shibaura Building 3F, 3-8-10. shibaura,
Minato-ku, Tokyo, 108-0023 Japan
Phone +81- 3-5442-4800
PRESS RELEASE
January 21, 2021
Camera & Imaging Products Association (CIPA)

Results of “Integrated Survey of Photo Imaging Market: Special Edition”
The Camera & Imaging Products Association (CIPA: President Masaya Maeda) conducted theIntegrated Survey of Photo Imaging Market: Special Edition for digital camera users (Outsourcing
Contractor BCN Inc.: President Kikuo Okuda).
As represented by the cancellation of the CP+2020, which was scheduled to be sponsored by us in
February last year, the impact of the COVID-19 pandemic has cast a shadow over those who were
eagerly awaiting the annual event of the photo imaging market.
As reported in the previous survey, users who had endeavored to purchase cameras to start exploring
the world of photography in earnest were enjoying travelling, having a good time with their friends,
and cherishing beautiful scenery through a finder. This is the pride of our industry.
We were fully aware that we had to face the deterioration of user’s enthusiasm for cameras during
this survey due to a situation where people could not even go out. Though, we decided that we should
not turn our gaze from the truth.
However, perhaps because this survey was focused on only digital cameras (the previous survey
included people who take photos only with smartphones), we unexpectedly received many encouraging
comments from users.
We believe that now is the time to report the thoughts of people who are supported by cameras andsupport the photo imaging market, and the existence of unquestionable demands.

Outline of the “Integrated Survey of Photo Imaging Market: Special Edition”
1. Survey method
Web survey
2. Duration of survey
Early October, 2020
The survey was conducted mainly on the first weekend Tokyo was added to the GoTo Travel
campaign.
3. The subject of the survey
Females and males residing within Japan, aged from 10s to 70s.
In the preliminary survey, we allocated answer collections according to the gender/age
composition of Japanese people.
The subject of the main survey is digital camera users (those who purchased a camera in thepast six months+ those who took more than 30 photos with a digital camera in the past six months).
4. The number of samples
1,000 (main survey), 14,769 (preliminary survey)

1Outline of Result of “Integrated Survey of Photo Imaging Market: Special Edition”
 Photographic subject that encouraged photography lovers ... flowers/plants andfamily photos.
We asked the question “what is a photographic subject you often take photos of?” (taken photos ofthe subject more than 2-3 times in the past six months) to investigate frequently taken subjects.
2019 Survey

Top 5

Landscape/night view

69.8%

1st

Domestic tour
Flowers/plants
Food
Children

61.6%
48.1%
35.4%
33.9%

2nd
3rd
4th
5th

2020 Survey
Landscape/nightview
Flowers/plants↑ RANK UP
Domestic tour
↓ RANK DOWN
Children↑ RANK UP
Pet/animals↑ RANK UP

55.2%
40.7%
40.2%
27.5%
23.8%

“Landscape/night view” remained the most popular but dropped from 69.8% to 55.2% losing almost
15 points. “Domestic tour” also dropped from 61.6% to 40.2%, losing more than 20 points, and moved
down the list.
“Flowers/plants” climbed the chart to 2nd place. While all the others lost points significantly, it waslimited to a one digit drop from 48.1% to 40.2%.

Photographic subject
80%
70%
60%
50%

40%
30%
20%
10%

Work-related (other than
仕事関連(上記以外で仕事関連)
above)

Memorandum
ﾒﾓ撮り

Self
portrait
自分自身

Snapshot
ｽﾅｯﾌﾟ

Overseas
海外旅行 trip

Friends/acquaintances
友人･知人

Grand
children孫Theme park/amusement
ﾃｰﾏﾊﾟｰｸ･遊園地
parkStars/planets
星･天体

Items
to be sold on an
ｵｰｸｼｮﾝに出品する物
online auction

Parents/grandparents
親･祖父母

Schoolevent (e.g. sports
学校行事(運動会等)
day)

69.8

48.1

61.6

33.9

32.7

35.4

26.9

24.8

16.0

20.8

17.8

30.2

31.4

22.3

16.3

25.0

11.7

13.6

12.4

18.9

Work related (jobs as
仕事関連(写真･映像のﾌﾟﾛとしての仕事)
professional
photographer/image
creator)
Gatheringof friends (e.g.
仲間との行事(打ち上げの集合写真等)
group
photo at after-party)

N/A
あてはまるものはない

Vehicle
乗り物

Other
その他

Husband,wife, boyfriend,
夫･妻･恋人･ﾊﾟｰﾄﾅｰ
girlfriend,
partnerModels/booth
ﾓﾃﾞﾙ･ｺﾝﾊﾟﾆｵﾝ attendants

Food
料理

2020

2020年(n=1000)(n=1000)

Pet/animals
ﾍﾟｯﾄ･動物

20192019年
Photographer using a
デジタルカメラ撮影者
digital camera(n=557)(n=557)

Children子ども(n=1000)

Domestic
国内旅行 tour

2020
2020年
(n=1000)

Flowers/plants
花･植物

2019
2019年
Photographer
デジタルカメラusing a digital
撮影者(n=557)
camera(n=557)Landscape/night
view
風景･夜景

0%

21.2

5.9

5.0

2.5

1.4

55.2

40.7

40.2

27.5

23.8

23.5

22.4

16.7

15.4

15.4

14.8

14.4

13.2

13.0

12.3

12.3

8.7

8.3

7.0

6.7

6.5

5.0

2.1

2.4

3.9

Multiple answers複数回答可
allowed“Children,” which went up in the ranking to 4th place, likewise, “husband, wife, boyfriend,
girlfriend, partner” which came 7th, and “grand children”, which is assumed to be because people had
fewer occasions to meet their daughters’/sons’ children, dropped slightly from 33.9% to 27.5%, 26.9%
to 22.4%, and 16.3% to 12.3% respectively.

2

Comments from people who enjoy taking photos of flowers/plants with a digital camera▶ “I feel comforted when I take photos of seasonal flowers” (50, female)▶ “I am examining the growth of vegetables. They look unchanged every day. But when I look backon their growth over a long period, I can find that they change significantly without being noticed.
By taking photos of them and comparing them by year, I can see that they transform into totallydifferent shapes. I also can see that they are growing in response to how I care for them. I am notseeing only the growth of plants, but also seeing the growth of vegetable producers.” (52, male)▶ “I am now paying more attention to flowers in familiar parks. That makes me feel refreshed.” (56,female)▶ “Seasonal flowers bloom regardless of the coronavirus crisis. Taking photos of seasonal flowers
around myself provides me with a good diversion.” (65, male)▶ “I have loved taking photos with a camera since I was young. I’ve been taking photos (of the garden)while I am in hospital.” (72, male)▶ “My interest is gardening. I love taking photos of blooming flowers and having a look at the photos
later on.” (73, female)▶ “I enjoy keeping a record of my vegetable garden. I can see that I am related to nature in many ways
through helping plants grow and keeping a record of their growth.” (79, male)

Comments from people who enjoy taking family photos with a digital camera▶ “I think the coronavirus crisis gave me a good opportunity to take daily photos of my family athome.” (17, female)▶ “I only took photos of my child flashing a peace sign or looking into a camera, only when goingout, visiting a theme park or somewhere special. But now, as I can’t go out because of thecoronavirus, I take a larger variety of photos of my child, like playing at home or in the back yard,
walking in my neighborhood, and everyday life of him without posing. The back view, side face,crying face, angry face, these may look like failed shots, but for a mother, these are adorable
memories and precious moments. I am so glad that I have discovered that taking photos of my childother than smiling into a camera is such a great pleasure. I will definitely keep taking many
everyday-life photos after the coronavirus pandemic ends.” (31, female)▶ “I am glad that I can be connected with my grandparents and parents by sending photos even though
I can’t go to see them.” (36, female)▶ “I want to continue to take photos with a camera as a common interest with my still-growing
children, and for my retired father’s fun, so that we can have more things to chat about together.”(40, male)▶ “I want to take many photos of my aged mother while her health is still good.” (59, female)▶ “Because I had a new grandchild.” (62, female)▶ “I feel active when I am taking photos of my preschooler grandchild.” (69, female)3 For reasons to take photos, while “To take a photo of a beautiful/impressive thing”
significantly decreased, “For memory’s sake” and “I like/enjoy taking photos”
remained in 1st and 2nd place respectively.
We asked the question “what is the reason you take photos now?” to investigate the reasons to takea photo with a digital camera.
2019 Survey

Top 52020 Survey

For memory’s sakeI like/enjoy taking photos
To keep a record
To take a photo of abeautiful/impressive thing

64.8%
47.4%
44.3%

1st
2nd
3rd

For memory’s sakeI like/enjoy taking photos
To keep a record

58.2%
44.9%
38.6%

39.0%

4th

I like/enjoy looking at photos

30.0%

I like/enjoy looking at photos

35.4%

5th

I like/am interested inphotographing instruments

29.1%“For memory’s sake,” “I like/enjoy taking photos” and “To keep a record” remained unchanged in
the ranking, and “I like/enjoy looking at photos” maintained their high ranking. All kept within a onedigit percentage difference from the previous year, except for one.
There was a large change in “To take a photo of a beautiful/impressive thing,” dropping from 39.0%
to 25.3%.
Reasons to take photos
70%
60%
50%
40%
30%
20%
10%

I写真を撮ることが好き･楽しい
like/enjoy taking photos

Tokeep a record
記録としてI写真を見ることが好き･楽しい
like/enjoy looking at photos

I like/am interested in photographing
ｶﾒﾗ､ｽﾏｰﾄﾌｫﾝなど撮影機器に興instruments,
including cameras andsmartphones
味がある･好きTo
take a photo of a
美しいもの･感動したものを撮りた
beautiful/impressivething
いPhotography is my
写真は趣味･生きがい
hobby/meaningof lifeTo
enjoy outing/traveling more
お出掛け･旅行が楽しくなった

よく出掛ける･旅行するようになっ
To go out/travel more
たTo improve my photography
写真がうまくなりたい
skills

Iいい写真を見て自分も撮りたいと
saw a good photo and wantedtotake one like it
思った

写真を撮ると喜ばれる･ほめてくれ
People like photos taken by me
る

Takingphotos is part of my life
写真は生活の一部

Toshow photos I took to my
SNSで友人･知人に見てもらいた
friends/acquaintanceson SNSいTo express myself in my own
自分ならではの表現をしたいwayTo
display/give out
ﾌﾟﾘﾝﾄして飾る･配るToshow unspecified viewers on
SNSで広く見知らぬ人に見てもらSNS
いたい

Photography has changed my
写真を始めて人生が変わった
life
To deepen my friendship with
友人･仲間との関係が深まる
friends/acquaintances

To apply for a photo contest or
ﾌｫﾄｺﾝﾃｽﾄ応募･写真展出展
participate
in an exhibition

Professional
写真の専門家photographer

Other
その他

2019
2019年
Photographer using a
デジタルカメラ撮影者
digitalcamera(n=557)(n=557)

64.8

47.4

44.3

35.4

30.7

39.0

20.8

18.0

14.2

14.9

14.2

9.7

12.9

17.6

15.4

9.69

7.18

6.6

3.9

4.49

6.5

3.4

2.2

1.97

2020
2020年(n=1000)(n=1000)

58.2

44.9

38.6

30.0

29.1

25.3

16.7

15.4

14.6

12.8

12

11.5

11.0

10.2

9.1

6.7

5.1

4.4

4.2

3.8

3.3

2.4

1.4

2.4

2019
Photographer
using a2019年
digital camera
デジタルカメラ撮影者(n=557)(n=557)2020
2020年(n=1000)(n=1000)

I専門家ではないが写真で収入をam not a professional but
earning
得ているmoney by taking photos
I have gained more friends
友人･仲間が増えた
throughphotographyFormemory's sake
写真が思い出になる

0%

Multiple answers複数回答可
allowedIt is a cruelty of the coronavirus crisis that people have fewer chances to take photos ofbeautiful/impressive things. But photography lovers are not all depressed. We read out them to hear
how they find support in releasing the shutter when fascinated by something or just having a camera
with them4

Photography makes memories... that is why I take photos▶ “I want to take photos of my everyday life with my friends because all school events, including
school trips, have been cancelled owing to the coronavirus crisis.” (17, female)▶ “I just want to make a record of my memories.” (41, male)▶ “Taking photos before and after the coronavirus crisis becomes a record of history.” (47, male)

I like/enjoy taking photos... “That encourages me”... this is the reason why I take photos▶ “I just take a photo of what I am attracted to. ‘Just because it exists.’ I never miss a chance to takea photo of something ideal or desirable, and I take care of it.” (18, female)▶ “I enjoy my hobby and dispel all negative air around me.” (21, female)▶ “I take photos of little but lovable, joyful and happy moments in my life.” (34, female)▶ “I can relieve stress by taking photos.” (36, male)▶ “It encourages me.” (37, male)▶ “I have always felt stressed easily since before the coronavirus crisis. So, I have been taking photos
since the era of the instant camera, and I was always taking photos and videos with my flip phone.
Taking photos is a good way for me to release stress. Even during this overwhelming time of thecoronavirus crisis, I enjoy taking photos and it is a great pastime for me. I think it is also good formy health. Especially, smartphones are widely accepted now, so everyone can take photos andvideos. Many people are taking photos just to have fun, but if you decide to go up a little higher totake better photos seriously, I think you can enjoy taking photos in a different way. Photography isa great hobby which is available for anyone and makes you mentally healthier.” (37, male)▶ “Immerse yourself in photography, just like meditating, to release stress from the coronavirus crisis.
When you are dedicated to your hobby, your happiness index goes up.” (38, female)▶ “Don't think, just enjoy.” (39, male)▶ “Just immerse yourself in it.” (40, male)▶ “By trying to find a photogenic subject, I can forget about stress.” (40, male)▶ “I can forget about time when I am taking photos of something I am fascinated by.” (40, male)▶ “I can forget about time.” (41, female)▶ “I just think taking photos may be able to blow my depressed feeling away in the blink of an eye.”(46, female)▶ “I can remain mentally and physically healthy by having photography in my life as a hobby anddaily habit.” (62, male)▶ “Taking photos itself makes me happy and entertained.” (69, male)5▶ “Once it was a job for a painter. The coronavirus crisis makes people less sociable. But once I holdmy camera, I want to take a photo that expresses my intention and release the shutter. When I lookat the photos I took later on, sometimes I recall the scene or unexpectedly find another story in thephotos, just like reading a novel. By holding my camera, and taking many photos, I can be free froma depressed mind and unnecessarily tensed mind.” (73, female)

I like/enjoy looking at photos... “That makes me smile”... this is the reason why I takephotos▶ “By looking at photos, I can relieve my frustration of not being able to travel.” (30, male)▶ “Looking at photos with a memory makes me smile.” (32, male)▶ “I felt cheered up when I was looking at the photos I took in the past.” (34, female)▶ “I felt delighted when some strangers said that they liked my photos I posted online, or my photos
gave them useful information. Photography is great. Every person has a different expression. Thatis the reason why I enjoy looking at photos.” (43, female)▶ “Having a discussion about photos with someone who has the same interest is such a fun. I likesharing memories with my family and friends while looking at photos.” (52, female)▶ “I tell my grandchild stories about herself that she doesn’t remember by showing her photos fromwhen she was a baby. She is growing up being loved by everyone. Her happy face makes everyone
happy.” (71, female)▶ “I relieve my frustration during the time at home by looking at photos of great scenery I have seen
before. I praised myself, what great photos!” (75, female)

To take a photo of a beautiful/impressive thing... “Smile”... this is the reason why I takephotos▶ “Seeing beautiful sceneries through a camera” (55, male)▶ “I want to take photos of people smiling” (60, female)▶ “I just want to take photos of smiling faces” (60, male)▶ “During the lockdown period due to the coronavirus pandemic, I went to an area where I normallydidn’t visit. Then, I was impressed when I found out that the housing complex I live in looked
beautiful over the port. I could see everyone is home because I saw lights in all the windows. I also
found that the scenery around the port was beautiful.” (70, female)6

“Meaning of life,” “My life became more meaningful with more friends,” “It nourishes
my mind”... this is the reason why I have my camera with me▶ “Taking photos of things I like makes my life meaningful.” (18, male)▶ “We should work hard on the things we like.” (22, male)▶ “By taking photos with a camera, I can make the change of circumstances or myself visible. If I
stop using a camera just because the coronavirus pandemic is around, I can’t record moments ofthese times. I want to keep taking photos even during such an unusual time as now.” (26, female)▶ “My stay-home time has become fulfilled.” (28, female)▶ “My life has been enriched as I made more friends who have the same interest.” (33, male)▶ “My daughter showed her interest in photography and asked ‘how do you take a photo?’ while I wasshooting with my single-lens reflex camera. I think it is great to enjoy taking photos with my childand sharing the same scenery. Looking at photos through different eyes is very interesting.” (45,female)▶ “I feel nourished when I take photos of beautiful things.” (45, female)▶ “I want more people take photos with a camera as their hobby.” (47, male)▶ “I can have more friends.” (65, male)▶ “I went out for a drive to destress with a friend of mine who lives in the neighborhood, taking ourcameras with us. Of course, I used enough infection prevention measures.” (76, male)“People are delighted,” “Photos make people happy”... this is the reason I keep taking
photos▶ “I am enjoying looking at the photos I took when I went on a trip in the past, because I can’t travel
now. I want to take more photos to look at by myself or to share with someone, in case that we will
have to refrain from going out again in the future.” (31, female)▶ “I want to take photos that make people feel positive.” (38, male)▶ “I take photos just to share with specific people. I feel happy when they like the photos I took.” (46,male)▶ “I always think if the photo I am taking will be able to make someone, even just one person, happy
when I click the shutter. If my photo makes only myself happy, that is merely a photo for selfsatisfaction. I am thinking if this is fine or not.” (64, male)▶ “I live in the area of Kumano Kodo, so I want to show the scenic beauty of this area with its low
population density.” (76, male)7 Showing various ways to enjoy photos... 40% of people print photos on a home printerWe asked the question “How have you enjoyed or got involved in photos/videos since thecoronavirus pandemic” to investigate the ways people enjoy photos/videos in detail.
Since the coronavirus pandemic: How to enjoy photos/videos
70%
60%
50%
40%
30%
20%
10%
その他
Other

4.9 3.9 3.7 3.5 3.5
0.0 10.0 10.0 10.0 10.0
6.6 8.2 7.4 4.1 4.1
5.9 5.4 5.4 2.2 4.9
5.3 2.6 2.1 4.2 2.6
5.4 2.7 4.1 4.7 3.4
3.9 2.8 1.7 2.2 2.8
3.4 1.4 1.4 2.7 2.1

Apply for a contest
ｺﾝﾃｽﾄに応募

Participate in a photographic exhibition
写真展に出展

Purchase photography books
写真集を買うGo to a photographic exhibition
写真展を見に行く

撮影した動画をｽﾏｰﾄﾌｫﾝで
Edit/process videos I took on a smartphone
加工する･編集する

5.0 4.9
6.7 10.0
4.9 4.9
8.6 8.6
5.3 6.3
4.7 3.4
2.2 2.8
3.4 1.4

ﾈｯﾄに動画を投稿･誰でもPost videos online for anyone (including(広く見知らぬ人にも)見られる形でstrangers)

写真仲間との活動
Activities with friends who take photos

70s(n=146)70代(n=146)

10.0 9.7 9.4 8.9 8.7 6.7 6.7 6.5
10.0 13.3 30.0 13.3 16.7 20.0 3.3 13.3
9.8 11.5 13.1 4.1 10.7 10.7 0.8 10.7
17.8 14.1 11.9 9.2 7.6 11.4 5.4 7.6
13.2 8.5 13.8 7.9 5.8 7.9 4.8 6.3
4.1 8.8 6.8 6.1 8.1 6.1 10.8 5.4
5.0 7.2 4.4 12.8 12.2 1.7 8.9 5.0
8.2 7.5 2.1 11.0 6.8 0.0 9.6 3.4

撮影した動画を
Edit/process videos I took on a camera
ｶﾒﾗで加工する･編集する

60s(n=180)60代(n=180)

11.9
23.3
11.5
14.6
15.3
8.8
8.9
8.9

ﾈｯﾄに動画を投稿する･
Post videos online exclusively forfriends/acquaintances
友人･知人だけ見られる形で

50s(n=148)50代(n=148)

12.5
23.3
12.3
14.6
11.6
12.8
10.6
11.0

写真をｶﾒﾗでEdit photos or use photo effects with a
加工する･ｴﾌｪｸﾄをかける
camera40s(n=189)40代(n=189)

14.0
20.0
22.1
16.2
13.2
12.2
11.7
8.9

写真をﾌﾟﾘﾝﾄする･ｺﾝﾋﾞﾆでPrint photos at a convenience store

30s(n=185)30代(n=185)

18.2
16.7
10.7
11.9
14.8
20.9
25.0
26.0

Learn/improve photography skills
撮影ﾃｸﾆｯｸ習得･向上

20s(n=122)20代(n=122)

37.3
36.7
26.2
31.9
36.0
34.5
34.4
61.6

撮影した動画をﾊﾟｿｺﾝで
Edit/process videos I took on a computer
加工する･編集する

Total(n=1000)
全体(n=1000)
Teenager(n=30)
10代(n=30)

写真をｽﾏｰﾄﾌｫﾝで加工する･
Edit photos or use photo effects with aｴﾌｪｸﾄをかける
smartphone

70代(n=146)70s(n=146)

ﾌｫﾄﾌﾞｯｸを作る
Make a photobook

60代(n=180)60s(n=180)

写真をﾌﾟﾘﾝﾄする･
Print photos using online printing services
ﾈｯﾄのﾌﾟﾘﾝﾄｻｰﾋﾞｽで50代(n=148)
50s(n=148)Print photos at a photo studio/electronics
写真をﾌﾟﾘﾝﾄする･写真店･家電店でstore

40代(n=189)
40s(n=189)

ﾈｯﾄに写真を投稿･誰でもPrint photos at a camera shop/electronics(広く見知らぬ人にも)見られる形で
store

30代(n=185)30s(n=185)

ﾈｯﾄに写真を投稿･友人･知人だけ
Post photos online for anyone (including
見られる形でstrangers)

20代(n=122)20s(n=122)

Edit photos or use photo effects on a
写真をﾊﾟｿｺﾝで加工する･
computer
ｴﾌｪｸﾄをかける

Teenager
10代(n=30) (n=30)

Print photos on a home printer
写真をﾌﾟﾘﾝﾄする･自宅のﾌﾟﾘﾝﾀｰで

0%
Total
(n=1000)
全体(n=1000)

3.1 2.5
6.7 10.0
4.1 3.3
2.2 2.7
3.7 2.1
4.1 2.0
1.7 2.2
2.7 1.4

Multiple answers複数回答可
allowedThe 1st place went to “Print photos with a home printer,” at 37.3%. The 2nd place went to “Editphotos or use photo effects on computer”; the 3rd, “Post photos online exclusively forfriends/acquaintances”; the 4th, “Post photos online for anyone (including strangers)”; and the 5th,“Print photos at a camera shop/electronics store” all ranked high, and accounted for 18.2%, 14.0%,
12.5% and 11.9% respectively.
“Print photos on a home printer” scored the highest at 61.6% for those in their 70s, followed by
36.7% for teenagers. Also, 23.3% of teenagers answered “Print photos at a camera shop/electronics
store,” which was the only generation that exceeded 20%. “Print photos at a convenience store,” forwhich the total remained at 6.7%, scored as high as 20% for teenagers, indicating that photo printing
is popular.
With regard to the two answers in “Post photos online,” “exclusively for friends/acquaintances”
ranked high for both teenagers and those in their 20s, and accounted for 20.0% and 22.1% respectively.
However, “for anyone (including strangers)” ranked as high as 23.3% amongst teenagers, while itremained at 12.3% for those in their 20s.
With regard to the two answers in “Edit photos or use photo effects,” more than 20% of those in
their 50s and older chose “on computer,” while “with smartphone” was outstandingly high, at 30.0%,
amongst teenagers.
Spring and summer were very different from previous years. However, all generations have founda way to enjoy photos in their own way.
8

Even when they cannot take photos... Photo printing is part of their photography life
▶ “I made a photobook with photos I printed out and sent it to my grandparents, who I can’t see now
because of the coronavirus pandemic.” (19, male)▶ “Making photobook at low cost. I like making something concrete.” (28, female)▶ “We have less opportunities to go out and take pictures, such as a trip. But meanwhile, a friend ofmine goes to a photo studio or takes a photo of her home garden. I normally take photos of myfamily or other people, so I’m not taking photos very often now. But I think I will be able to see mychildren a little more often in the near future. I want to take group photos of my children andgrandchildren, so that I can print those photos to make a photobook or to frame them to display andlook at them in the future. I sorted out the photos I had printed out by family member while I had
to stay at home because of the coronavirus crisis. I felt nourished and satisfied by looking at photosof my children.” (62, female)

Because we cannot see each other... Sharing photos and the camera are communication
tools▶ “Mosaic art using photos posted online” (19, female)▶ “I share photos I took with my camera through SNS.” (20, male)▶ “We can easily send information about ourselves by using SNS. I think releasing our work to sharewith others through SNS is a good idea because we can communicate with more people.”▶ “I deliver photos to people who I can’t see.” (30, female)▶ “I could send a message to people who I can’t see by using photos and videos.” (45, female)▶ “We can use a photo as a communication tool. For example, by sending a photo of the harvest moon
I saw the other night or a beautiful meal I cook.” (52, female)▶ “By posting photos on my blog or SNS, I can cheer up others.” (64, male)“I can be immersed,” “It opens up my imagination”... The world of photo editing▶ “I can be immersed in photo editing.” (41, female)▶ “I edited photos and made a video of a song. I like making a video by choosing my favorite songand editing and connecting it with photos of my child.” (43, female)▶ “I feel delighted when I can make a great photo as I planned by editing it.” (60, male)▶ “Photos are useful. If you learn how to edit photos on a computer, you can open the door to theworld of boundless imagination. But the most important thing is to take photos of things you like.
That is the starting point.” (71, male)9 The will to take photos temporarily decreased on average, but young people showeda high level.
We asked the question “Do you see any changes in your enthusiasm for taking photos before andafter the coronavirus pandemic?” to investigate the changes in the will to take photos.

Not enthusiastic to takephotos (almost not at all /not at all)Enthusiastic to take photos(strong + somewhat)

Total

Total

Teenager

Teenager

20s
30s
40s

20s
BeforeCOVID-19
After
COVID-19

30s
40s

50s

50s

60s

60s

70s

70s

BeforeCOVID-19
After
COVID-19

We have introduced many enthusiastic comments of photography lovers, but those are justrepresentative examples from a strictly narrowed-down list.
However, as shown in the above graphs, we cannot deny the effects of the coronavirus crisis in thedecrease in the will to take photos on average.
Notably, the difference in “will to take photos” before and after the coronavirus pandemic remains
within a few percent, the enthusiasm of teenagers increased instead of decreasing, and those in their
20s maintained their enthusiasm at a high level.
We consider that, for fortunate users who started using a camera when they were young, it is natural
not to be affected by such a trivial matter.
▶ “I take photos of whatever I am interested in.” (17, male)▶ “I bought a macro lens to take cool photos of things I have at home.” (18, male)▶ “I want to take more photos of things around myself because I can realize what I haven’t realized
by observing them and recording the changes.” (18, male)▶ “I post my photos to entertain viewers.” (19, male)▶ “We can easily send information about ourselves by using SNS. I think releasing our work to sharewith others through SNS is a good idea because we can communicate with more people.”▶ “Just taking a photo of good food can be refreshing.” (25, male)▶ “During the stay-home period, I took photos of birds that came to my balcony, and practiced photoshooting to improve my skill by taking photos of things such as figures, books and other things andchanging the camera angle or brightness of the room light.” (25, female)▶ “I search for unusual photographic subjects hidden in my neighborhood.” (27, male)10 Now... “I can’t go on a trip,” “I can’t go out,” “A facemask gets in the photo.”
As we are in an unforeseeable time because of the coronavirus crisis, almost 30% of peopleanswered “I don’t know” for the question concerning the will to take photos in the previous page. We
asked them and those who answered “Not enthusiastic to take photos (almost not at all / not at all)” thequestion “Why are you not enthusiastic to take photos, or why did you lose the drive to take photos?”
to investigate the reasons for being reluctant/unconfident to take photos.
The reasons for being reluctant/unconfident to take photos
70%

60%
50%
40%

30%
20%
10%
Other
その他

4.8
6.3
3.4
2.1
5.8
8.8
4.5
4.5

カメラやレンズに
There are no new cameras or
使ってみたい新製品がない
lenses I want to use

7.3
18.8
13.8
6.3
5.8
4.4
9.1
3.0

My family or friends look gloomy
家族・友人の表情がさえない

10.3
25.0
6.9
10.5
8.7
13.2
10.2
9.0

生活が苦しくなった
I have financial difficulties

I feel guilty about taking photos
outside

12.9
12.5
10.3
8.4
7.8
19.1
19.3
14.9

外での撮影が後ろめたい

12.9
6.3
10.3
7.4
8.7
17.6
17.0
20.9

I have less free time
自由にできる時間が少なくなった

16.8
18.8
19.0
22.1
20.4
8.8
11.4
16.4

楽しむ余裕がなくなった
I can’ t enjoy taking photos

Daily life is not good enough totake a picture

17.8
6.3
13.8
13.7
18.4
26.5
14.8
23.9

撮りたい日常ではない

18.0
25.0
17.2
17.9
19.4
16.2
19.3
14.9

I stopped eating out
外食しなくなった

There is nothing I want to take a30s(n=185)30代(n=95)
40s (n=189)
40代(n=103)50s(n=148)50代(n=68)60s(n=180)60代(n=88)70s(n=146)70代(n=67)

37.2
43.8
43.1
40.0
37.9
32.4
28.4
41.8

撮りたいものがない
photo of20s
(n=122)20代(n=58)

58.4
56.3
53.4
61.1
59.2
45.6
61.4
67.2

マスクが写ってしまう
A facemask gets in the photo

Total(n=1000)
全体(n=495)
Teenager(n=30)
10代(n=16)

I can`t go out
外出できないTotal (n=1000)
全体(n=495)
Teenager (n=30)
10代(n=16)
20代(n=58)
20s (n=122)
30代(n=95)
30s (n=185)
40代(n=103)
40s (n=189)
50代(n=68)
50s (n=148)
60代(n=88)
60s (n=180)
70代(n=67)
70s (n=146)

I can`t go on a trip
旅行に行けない

0%

3.0
2.6
4.0
18.8
0.0
0.0
5.2
3.4
0.0
2.1
1.1
2.1
2.9
1.9
3.9
1.5
5.9
2.9
2.3
4.5
8.0
1.5
0.0
7.5
Multiple answers allowed

Overall, “I can’t go on a trip,” “I can’t go out,” “A facemask gets in the photo,” “There is nothing I
want to take a photo of” and “I stopped eating out” represented 58.4%, 37.2%, 18.0%, 17.8% and16.8% respectively.
It seems that most of the problems will be solved once we defeat the coronavirus crisis. However,
we also have to say that these results are clearly showing the fact that young people are significantly
affected by the coronavirus crisis.
The number of samples is rather small (because the majority of participants were enthusiastic totake photos, therefore just a small number of people answered this question), “I have less free time”
answered by teenagers accounted for 25%, which was a much higher level compared to other age
groups.
Similarly, “My family or friends look gloomy” accounted for 18.8%. Furthermore, “I feel guilty
about taking photos outside” was at a high level of 18.8%. For those in their 30s, “I stopped eating out”
ranked the highest at 22.1%.
▶ “I can’t see the face of people as we all have to wear face masks. I think we can enjoy daily life
more if we can share photos showing everyone’s face” (28, female)▶ “I imagine there are more people who commit suicide because of the coronavirus crisis. I am trying
to take a photo of myself smiling at least once a week. When I am feeling discouraged, I can get ahold of myself and think ‘no, I should never commit suicide’ once I look at a photo of myself
smiling.” (33, female)11 Special Cash Payments eased hesitation for impulsive purchases and suppressed
consumer appetite.
We made a question “Compared to the time before the coronavirus pandemic, how differently do
you purchase a digital camera and other appliances such as a TV?” to investigate the changes in buying
behavior.
The answer “Increased” grew significantly in “Internet shopping” at 38.4%; “I became more carefulwith purchases” at 33.2%; “Check online reviews” at 26.5%; and “See online reviews posted on
YouTube and other media” at 23.7%.
The answer “Decreased” grew significantly in “Shopping at a store” at 39.7%; “Impulsive purchase”
at 38.3%; and “Stress relief by shopping” at 27.2%. These were totally opposite of “Increased.”
Overall digital appliances: The changes inbuying behavior
0%20%

Explanatory凡例
note

Increased
増えたInternet
shopping
ﾈｯﾄでの買い物

38.4

Shopping
at a store 6.1
実店舗での買い物

40%

60%

80%

Not
changed
変わらない

56.7

4.9

39.7

33.2

Impulsive 衝動買い
purchase 5.6100%

Decreased
減った

54.2

I became慎重に物をmore carefulwith purchases
買うようになった

People who purchased a digital camera:
The effect of the Special Cash Payments

60.3

56.1

6.5

I didn’t use the Special
Cash Payments
I would have purchased it
regardless of the Special
Cash Payments
I would have postponed it if
it hadn’t been for theSpecial Cash Payments
I wouldn't have purchased it
if it hadn’t been for theSpecial Cash Payments
I would have purchased acheaper item if it hadn’t
been for the Special Cash
Payments

People who purchased a replacement lens: The
effect of the Special Cash Payments

38.3

I didn’t use the Special
Cash Payments
Stressrelief by shopping
買い物でのｽﾄｽ発散 9.7

63.1

27.2

Check
onlinereviews
ﾈｯﾄ
ﾋﾞ ｰを見る

26.5

64.3

9.2

See online reviews
ﾈｯﾄでYouTuber等のpostedon YouTube andﾋﾞ ｰを見る
other media

23.7

66.9

9.4

雑誌･ｶﾀﾛｸﾞ等でのCollect
information frommagazines/catalogues
情報収集(other(ﾈｯﾄのthan theﾋﾞ internet)
ｰ以外)

14.4

70.3

15.3

I would have purchased it
regardless of the Special
Cash Payments
I would have postponed it if
it hadn’t been for theSpecial Cash Payments
I wouldn't have purchased it
if it hadn’t been for theSpecial Cash Payments
I would have purchased acheaper item if it hadn’t
been for the Special Cash
Payments

We asked a question to people who purchased a digital camera in “the past six months,” from spring
to summer, “Did you use the Special Cash Payments*when you purchased your digital camera? Pleaseanswer about the latest purchase.” to investigate the source of purchase money.
As much as 33.3% (one third) of purchases of a digital camera were affected by the Special Cash
Payments (“I wouldn't have purchased it if it hadn’t been for the Special Cash Payments” 11.3% + “I
would have postponed it if it hadn’t been for the Special Cash Payments” 12.7% + “I would havepurchased a cheaper item if it hadn’t been for the Special Cash Payments” 9.3%). However, 66.6%
were not affected by the Special Cash Payments (“I didn’t use the Special Cash Payments” 43.3% + “I
would have purchased it regardless of the Special Cash Payments” 23.3%).
Meanwhile, there were more significant effects on the purchase of a replacement lens. Of purchasesof a replacement lens, 38.3% were affected by the Special Cash Payments (“I wouldn't have purchased
it if it hadn’t been for the Special Cash Payments” 14.3% + “I would have postponed it if it hadn’t been
for the Special Cash Payments” 14.3% + “I would have purchased a cheaper item if it hadn’t been for
the Special Cash Payments” 10.2%). And 61.3% were not affected by the Special Cash Payments (“Ididn’t use the cash handout” 32.7% + “I would have purchase it regardless of the Special Cash
12

Payments” 28.6%). *The Japanese government granted 100,000 yen in a Special Cash Payments toeach citizen and resident as a measure against the coronavirus crisis from spring to summer of 2020.

 “More than 9 years ago” occupied two thirds for years of experience, taking a lead byfar.
We asked the question “Approximately when did you start taking photos?” to investigate thenumber of years of experience.

Years of experience
0%20%Less than 1 year - recently
撮り始めて1年未満･最近
sincestarted taking photos

3.6

1-2年前から
1-2
years ago

5.1

3-4年前から
3-4
years ago

10.7

5-6
years ago
5-6年前から

9.5

7-8
years ago
7-8年前から

40%

60%

80%

4.7

More than
9 years ago
9 年以上前から

66.4
Total
(n=1000)
全体(n=1000)

The majority answered “More than 9 years ago” in the previous survey, which included smartphoneusers. But it accounted for 66.4% (approximately two thirds) in this survey, which included only digital
camera users, beating down the others.
Also, by adding “5-6 years ago” and “7-8 years ago,” we can see that 80.6% (more than 80%) have“more than 5 years” of experience.
This indicates that people who shifted to digital cameras from a smartphone included the years ofusing a smartphone into the total years of experience. Many of them started taking photos with asmartphone first and shifted to a digital camera because they started wanting more beautiful and moresatisfactory photos.
We really think having advice from people with lots of experience who have already tread a similar
path is important in order to invite more new users.
In this survey, we directly asked for their ideas/tips.

Defeat the coronavirus pandemic! Ideas/tips to enjoy taking photos with a camera

Now is the best time to take photos of food!
“People are spending more time at home now. Entertain yourself by taking photos of meals you cookand make a photo album.” (19, female)“Record of my cooking” (24, female)13

“Taking photos of good food leads to cooking healthier meals.” (36, male)“I became interested in cooking. I want to take photos of my cooking to show off.” (36, male)“I take many interesting subjects such as sowing and cooking.” (53, female)Now is the best time to connect with others!
“Organize an online group to share photos taken by everyone.” (18, male)“Having a panel discussion session with photos with a gentle atmosphere is a good idea.” (35, female)“Ask online for photos you want to have, and let people post their photos online.” (35, male)“Some people can be entertained by themselves, while some others want to share good moments withsomeone else. I think it would be good if there was a website that I could show my stay-home photoson.” (39, female)“Many school events have been cancelled. I wish there was media that showed photos of ordinary
school life or school events regularly.” (41, female)“There should be a way to spread photo events that anyone can join if planned well... for example,
sharing interests in common, or chasing a dream with someone who has the same sense throughphotography.” (52, female)“Organizing a photo presentation session” (64, male)“I take a snapshot of elderly people when I visit them to check their wellbeing and give a photo to them
if they request one.” (72, male)Now is the best time for photo contests!
“A sunset photo contest” (20, female)“A daily photo contest” (29, female)“If there is a photo contest for photos taken while on a trip using the GoTo Campaign which offers
special benefits only for people who applied to the contest, I would love to participate.” (38, male)“I think it would be fun if there was a photo contest on specific photographic subjects.” (40, female)“Fully utilize photo contests” (43, male)“A smiley face photo contest... it would make everyone happy just displaying photos.” (61, female)“A portrait relay” (61, male)Now is the best time for photo exhibitions!
“A photo exhibition on items familiar to people” (33, male)“Organize an online exhibition” (41, male)14

“I want more places to see photos (exhibitions, home pages, wallpaper, etc.)” (51, male)“I think I would be more enthusiastic if I could see or buy photography books more easily, as I would
wish to take similar photos myself.” (52, male)“What about having a casual, not professional, exhibition such as a snapshot contest with a specifictheme. It is also a good idea to focus on cities, towns or villages of each prefecture one by one. Men
and women of all ages can easily join in such an exhibition.” (61, female)“There should be more exhibitions about the coronavirus pandemic, for example, a photo exhibitionof face masks like this, or DIY face masks.” (75, male)Continue under the coronavirus crisis, unchanged feelings“I believe that history is made by enriching the life and passing the greatness of photography to thenext generation.”(39, male)“I pursue quality, not quantity.” (43, male)“I take professional-like photos as a hobby.” (46, female)“I enjoy going for a walk with my husband and taking photos of everyday scenes, because outside issafer from the coronavirus.” (60, female)“I keep my enthusiasm by meeting my friends regularly and presenting my photos as I am a memberof a photography club. I wouldn’t have continued taking photos if I had been alone.” (65, male)“Supply of information on community bulletins is important, especially now, because we have less
opportunities to go out.” (67, male)“I am working hard to record the growth of my four grandchildren. I’ve been taking the same photos
at the same place for five years to compare them. I want to continue doing this until they reach 20 years
old.” (72, male)“I record the growth of my grandchildren on my camera and give their photos as a gift.” (72, male)

Awareness during the coronavirus crisis“Going overseas was the meaning of my life, and I also loved going on domestic tours, but now I havelost my freedom. As a pastime I can do now, I started visiting Buddhist temples located nearby. Thereis plenty of information about famous temples on pilgrimage routes on the internet or from books. But
there is almost no information on unknown temples in my local area. So, I take my camera with me torecord my personal pilgrimage and set for a quest for photogenic spots with no information to refer to.
I post my records on SNS as private information that only I can browse. (48, female)“While I take photos of my patients who require nursing care in the same situation every day,sometimes I notice changes. I think there may be a new way to utilize photography for nursing care.”(52, male)15

“Even though I didn’t see the landscape itself, I can see beautiful scenery and views by looking at thephotos taken by others. It is wonderful. I wish I could share memories of other people throughcommunication with them, even though I haven’t seen the actual scenery. Also, there is a big difference
between photos taken with a smartphone and photos taken with a camera, even though they are thesame scenery. I want a camera that requires no special technique and produces photos which are notjust a record of something, but also show more beautiful pictures than seeing the subject with my eyes.”(58, female)“I don’t like SNS very much. I don’t have a smartphone, have no experience with LINE, and hardly
use FB. I save photos I took in Google Photo, sorting by theme so that I can show them only to people
who I want to show my photos. I hardly have chances to see my friends because of the coronavirus
crisis, so I am exchanging emails with my friends more than before. I started attaching one or two of
my daily photos, then I feel my loneliness from not seeing friends is relieved a little, making all of us
feel heart-warmed.” (61, female)“My hobby is riding a local train carrying my camera with me. It is just a solo trip, not a photo trip tocompete on photography techniques with others. I sometimes have a surprising encounter at thedestination. This camera life is my secret to defeat the coronavirus crisis.” (69, male)“Many people like taking photos with their smartphones, but a camera battery lasts longer. I learned
that from my experience, so I want to use my camera more often.” (73, female)“Everyone, including the person who is taking photos, can enjoy photography.” (76, male)

Selected from the results of the survey
We would like to express our gratitude to everyone who participated the survey.
CIPA will hold the CP+2021 on the internet from February 25 to 28, 2021.
We plan to report more detailed results from the Integrated Survey of Photo Imaging Market” in
the CP+2021 “CIPA Market Seminar.” Inquiries about this report
Camera & Imaging Products Association CIPA
E-mail: infostat@cipa.jp

16