Digital Camera Snapshot

J.D. Power and Associates has announced results from its pioneering Digital Camera Satisfaction StudySM. Kodak ranks highest in two segments, and Sony and Canon in one each.

The inaugural study measures the satisfaction of digital camera owners across four price segments: $199 and under; $200-$399; $400-$599; and $600 or more. Overall satisfaction is based on performance across four factors: performance, connectivity, cost and appearance.

Sony wins comfortably in the $199 and under price segment, a clear leader in the areas of performance, connectivity and appearance. Owners cite the LCD viewing screen, overall ease of using features, initial setup and overall functionality among the brand's principal strengths.

Kodak ranks highest in both the $200-$399 and $400-$599 segments, which together make up the bulk of digital camera sales. In the $200-$399 segment, Kodak performs particularly well in the performance factor, especially on the initial camera setup and ease of use. In the $400-$599 segment its highest ratings are for performance and connectivity.

Canon is the highest-ranked brand in the $600+ segment, with exceptionally high ratings from owners on camera features and functions. The company recently released the much-anticipated digital single lens reflex (SLR) camera.

The study finds that as digital cameras reach the mainstream market, buyers are less technologically savvy than the industry's early adopters and are primarily looking for quality cameras that are easy to use and make saving, sharing and viewing pictures easy. Ron Conlin, partner at J.D. Power and Associates, says some manufacturers are 'struggling' to get the combination of functionality, ease of use, connectivity and appearance right for this new market.

'Sony, Canon and particularly Kodak have been innovative from a consumer perspective' says Conlin. 'Kodak, which emphasizes ease of use with its EasyShare system, is an excellent example of a brand that targets mass-market buyers with a series of products and accessories that meet their needs'.

High-end camera owners are more likely to take pictures of more dynamic objects and are more advanced at using the Internet as a tool for picture sharing and posting, while those buying lower price models are largely first-time digital camera owners, taking fewer pictures and concentrating more on static objects, such as people at birthday parties.

The 2004 Digital Camera Satisfaction Study is based on responses from 4,260 consumers who purchased a digital camera between November 2003 and June 2004. J.D. Power and Associates is online at www.jdpower.com

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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