Digital Cameras Satisfy Owners

July 21, 2011

This article is included in these additional categories:

Retail & E-Commerce

jdpower-digital-camera-july-2011.JPGOwners of digital single-lens reflex (DSLR) cameras indicate they are highly satisfied with the picture quality of their cameras, but are notably less satisfied with durability and shutter speed/lag time, according to the J.D. Power and Associates 2011 Digital Single-Lens Reflex Camera Online Buyer Study. Overall, online DSLR buyers indicate they are well satisfied with their cameras, with satisfaction averaging 887 on a 1,000-point scale.

Nikon Pro Captures Shutterbug Hearts

The Nikon Pro Series ranks highest in online buyer satisfaction with a score of 914. The Nikon Pro Series performs particularly well in shutter speed/lag time, durability and reliability and ease of operation. The Canon Mark-Series follows in the rankings with a score of 909, and performs particularly well in performance and picture quality. The Canon D-Series and Nikon D-Series rank third in a tie, each with a score of 889.

Pic Quality Beats Speed, Durability

Responses were collected by PowerReviews, a social commerce network, and reflect the attitudes of actual DSLR camera owners who conducted their purchase using an e-commerce site. The study measures satisfaction among DSLR camera owners across five factors (listed in order of importance): picture quality (including picture clarity, sharpness and color); durability and reliability (including damage resistance, battery life and sturdiness); variety of features (including zoom, image stabilization and low light settings); ease of operation; and shutter speed/lag time (overall speed of the camera, including shutter lag time).

Among the five factors, camera owners are particularly satisfied with picture quality (917), but are least satisfied with the shutter speed/lag time and durability of their cameras (866 each).

Other Findings

  • Online buyers spend an average of $937 on their camera.
  • Online buyers report taking an average of 918 photos per month using their DSLR camera.
  • A vast majority of online buyers (87%) say they “definitely will” recommend their DSLR camera to friends and family.
  • One-third of online DSLR buyers use their camera for shooting video.
  • While overall performance is cited as a reason for purchasing a particular DSLR model 31% of the time, online buyers cite previous ownership and brand reputation nearly as often.

BIGResearch: Consumers Consider Big Ticket Items More Carefully

A look at consumer plans for big ticket purchases in the next six months shows similar intentions to July 2010, when consumers generally had lackluster intentions in this area, according to data from BIGResearch. Consumer plans to purchase digital cameras, vacations, major home improvements and jewelry/watches all notably decreased, while plans to purchase TVs slightly decreased.

About the Data: The 2011 Digital Single-Lens Reflex Camera Online Buyer Study is based on responses provided by PowerReviews from nearly 4,500 verified buyers who purchased a DSLR camera online. The study was fielded by J.D. Power and Associates from October 2010 through April 2011 and is the source of the enclosed chart.

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