Media Influence on Consumer Choice: Cameras& Video Cameras
Ad-ology
December 12, 2008 58 Pages - SKU: ADL2230041
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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.
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- I. Executive Summary
- II. Survey Findings
- III. Consumer Spending
- IV. Methodology+Definitions
- TABLE OF FIGURES
- 1. Percentage of U.S. Adults That Have Purchased Cameras, Video Cameras, Photography Recently
- 2. Demographic Analysis of U.S. Adults That Have Purchased Cameras, Video Cameras, Photography Recently
- 3. Preference of Purchase Location (U.S. Cameras, Video Cameras, Photography Purchasers 18+)
- 4. Demographic Analysis of U.S. Cameras, Video Cameras, Photography Purchasers (18+) That Prefer to
- Purchase Online
- 5. Factors that are Most Important in Product Purchase or Location of Purchase (U.S. Adults 18+)
- 6. Factors that are Most Important in Product Purchase or Location of Purchase by Age
- 7. Factors that are Most Important in Product Purchase or Location of Purchase by Gender
- 8. Factors that are Most Important in Product Purchase or Location of Purchase by Race
- 9. Factors that are Most Important in Product Purchase or Location of Purchase by U.S. Region
- 10. Demographic Analysis of U.S. Cameras, Video Cameras, Photography Purchasers Who Consider Price More
- Important than Product Quality
- 11. U.S. Cameras, Video Cameras, Photography Purchasers (18+) Somewhat or Significantly Influenced by
- Information/Advertising from Online Media
- 12. Demographic Analysis of U.S. Cameras, Video Cameras, Photography Purchasers Influenced by Social
- Networking and User-Generated Content
- 13. Demographic Analysis of U.S. Cameras, Video Cameras, Photography Purchasers Influenced by Online Video
- 14. U.S. Cameras, Video Cameras, Photography Purchasers (18+) Somewhat or Significantly Influenced by
- Information/Advertising from Traditional Media
- 15. Demographic Analysis of U.S. Cameras, Video Cameras, Photography Purchasers Influenced by Newspapers
- 16. Demographic Analysis of U.S. Cameras, Video Cameras, Photography Purchasers Influenced by Television
- 17. Demographic Analysis of U.S. Cameras, Video Cameras, Photography Purchasers Influenced by Radio
- 18. Demographic Analysis of U.S. Cameras, Video Cameras, Photography Purchasers Influenced by Direct Mail
- Advertising
- 19. Demographic Analysis of U.S. Cameras, Video Cameras, Photography Purchasers Influenced by Magazines
- 20. Demographic Analysis of U.S. Cameras, Video Cameras, Photography Purchasers Influenced by
- Out-of-Home Advertising
- 21. Percentage of U.S. Cameras, Video Cameras, Photography Purchasers (18+) who consider Sports
- Marketing Somewhat or Very Important
- 22. Demographic Analysis of Cameras, Video Cameras, Photography Purchasers who consider Sports Marketing
- Somewhat or Very Important
- 23. Percentage of U.S. Cameras, Video Cameras, Photography Purchasers (18+) who consider Cause
- Marketing Somewhat or Very Important
- 24. Demographic Analysis of Cameras, Video Cameras, Photography Purchasers who consider Cause Marketing
- Somewhat or Very Important
- CONSUMER SPENDING FIGURES
- 1. 2008 U.S. TV Market Comparison of Consumer Spending on Photographic equipment (Estimated Total per
- Market)
- 2. 2008 U.S. TV Market Comparison of Consumer Spending on Photographic equipment (Estimated Average
- Per Household per Market)
- 3. 2008 U.S. Consumer Spending on Photographic equipment by Life Stage Cluster
- 4. 2008 U.S. TV Market Comparison of Consumer Spending on Photographic equipment and supplies
- (Estimated Total per Market)
- 5. 2008 U.S. TV Market Comparison of Consumer Spending on Photographic equipment and supplies
- (Estimated Average Per Household per Market)
- 6. 2008 U.S. Consumer Spending on Photographic equipment and supplies by Life Stage Cluster
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