Research and Markets has announced the addition of the "Digital Still and Video Cameras in the United States 2009" report to their offering. Affordable and easy-to-use digital cameras have transformed how U.S. consumers use digital photography, changing it from something used to document important occasions like weddings and trips to an integral part of everyday life. A large mass audience of consumers in the United States now own affordable digital cameras, with product penetration for digital still cameras at least 48%. Consumers are using digital photos to document their everyday lives and instantly share experiences by posting them online or e-mailing them to friends. However, even as consumers make good use of digital cameras, revenue growth has become increasingly challenging, due to high market penetration, sharp declines in consumer spending due to a lingering recession, and the wide availability of cameras in alternate devices such as camera phones. Specifically, this report discusses: Based on the analysis within this report, the author provides recommendations for how industry players can seize upcoming opportunities for future success. The author of the digital camera report describes individual brand and product strategies amongst the leading players and determines who is best positioned to retain and gain market share going forward. Standout new products and features are described along with likely impact on the market. An understanding of consumer purchase and usage behavior as well as preferences and attitudes is essential to creating products and strategies that they will respond to.