According to recently completed study dome by CEA, Americans are still not backing up their digital photos, music, documents or other types of files. Results of the study, Amassing Digital Fortunes: A Digital Storage Study, show that nearly one in three consumers don’t see the need to back up their files, while nearly a quarter (22%) say they aren’t backing up files because it’s too time-consuming. The study claims the average U.S. adult has 1,800 digital files, totaling 310 billion digital files nationwide. With an additional 1,060 being added per user in 2008, the total number is expected to hit just under 500 billion by the end of the year.
In terms of the type of files, the CEA study asked U.S. online adults to name the types of files they compile for personal, as opposed to business, use. The study revealed that consumers are storing a substantial and increasing amount of content on a variety of devices, much of which has significant personal value. As the chart illustrates, digital photos and music are the most common file types. One need only consider the case of digital music to appreciate the sophistication of available storage potential: a person can build a library of almost 40,000 songs (akin to 3,000 CDs) on a single, lightweight portable device. Digital cameras and cell phones are becoming more commonly utilized for storage of files as well. Nevertheless, the overwhelming majority of storage activity occurs in the home, where 96% of online adults access content from their PC.
Surprisingly, CEA finds a high degree of complacency regarding existing storage mechanisms, with many consumers opting not to back up their files at all. This ambivalence is most likely attributed to a lack of awareness of available options, combined with concerns involving ease of use. Despite the possibility of hard-drive failures or damaged back-up discs, the possibility of file loss still does not resonate with the majority of consumers. Simply put, many users have revealed that backing up their files is not a high priority.
In order to foster demand for affordable and effective digital storage solutions, an effort to educate and alert consumers is needed. First and foremost, owners must be cognizant of the importance associated with the content they may not be backing up. Photos, in particular, may hold the highest value, yet often constitute the highest risk for loss if not properly backed up. Once people properly assess how much personal worth their files contain, it is critical they be made aware of the options available, and the relative simplicity with which they can be used. For those already attentive to the risks involved, it remains imperative that they understand how to perform, complete and frequent back-ups. While blank discs remain, by far, the most popular method of storage, these may not be the most effective, and consumers are likely to invest in more reliable options if they fully appreciate what is at stake. As always, appropriate targeting and messaging will determine the successful attraction of this considerable demographic.
Regarding where the responsibility falls for providing better education for consumers on this issue, at least one industry analyst thinks imaging retail should take the lead. “Retailers are the ones who can drive the realization that digital images are not going to last forever on hard drives. I think people are ready to be smarter about storage, and to invest in other options. We saw the use of external hard drives for picture storage grow from 13 percent to 20 percent in the last year. 47 percent of (digital photo enthusiasts) are storing on CD,” said Liz Cutting, Senior Imaging Analyst for the NPD Group.
Sean Murphy, CEA’s Senior Account Manager, Market Research simply feels it’s a problem that isn’t going to go away on its own. “Today, the average online adult owns nearly 1,800 digital files and that number is expected to increase by over 1,000 per user by next year. In light of this explosion of content, the question of how consumers store their digital content will only grow more important each day.”
The complete study is available free to CEA members. Nonmembers may purchase the study at eBrain.org. Look for our special section – Image Storage/Organization: Consumers are Screaming for Help – in the June issue of Picture Business.
