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Media Influence on Consumer Choice: Cameras& Video Cameras

Published by: Ad-ology

Published: Dec. 12, 2008 - 58 Pages


Table of Contents


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

Abstract

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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