Media Influence on Consumer Choice: Cameras& Video Cameras

Digital photography is fast becoming the industry standard with more than half of U.S. homes owning a digital camera. Evolving digital imaging technology means changing image resolution and increases in megapixel (MP) ratings on cameras, shortening the product life of some models. Additionally, changes in peripheral equipment such as memory cards, photo editing software and home printing equipment can make it difficult for consumers to keep up with the changing technology.

This report includes extensive detail on the level of influence 15 different types of online and traditional media had on camera, video camera and photography equipment purchases, and reveals significant influence by user-generated content including blogs and online product reviews. Online media covered: Manufacturer Web sites, Store Web sites, Other Web sites, Auction Web sites, Videos, Blogs, Product Reviews, Email, and Search Results. Traditional media types covered: Direct Mail, Magazine, Newspaper, Out-of-Home, Radio, and Television.

Many factors play a role in these purchases and the report examines the importance of factors like product quality, product availability, price, and brand name. The report also offers insights on how receptive consumers are to buying online instead of in a store, as well data on the importance of product availability, product variety and brand name in the decision on where to purchase.