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Who did we talk to…

Texas Instruments Digital Still Camera Consumer Study European Market Presented by Peter Waterman WW Market Research Manager photokina 2004 Cologne, Germany September 29, 2004. Who did we talk to….

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Who did we talk to…

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  1. Texas InstrumentsDigital Still Camera Consumer StudyEuropean MarketPresented by Peter WatermanWW Market Research Managerphotokina 2004Cologne, GermanySeptember 29, 2004

  2. Who did we talk to… • All participants had to be at least 18 years old with a total household income of at least 28,000€/18,990GBP. • In addition, CURRENT OWNERS had to: • Currently own a digital still camera • Be the primary or shared decision maker • Respondents who PLAN TO PURCHASE were required to: • Be extremely or very likely to purchase a digital still camera in the next 2 months • Have begun to research the digital camera purchase • 602 web-based surveys: United Kingdom • 135 owners • 45 intenders Germany • 225 owners • 76 intenders France • 92 owners • 29 intenders • All surveys were completed between January 8th and January 20th, 2004.

  3. What else do they own or use… N=602 Total n=452 Owner n=150 Intender QUESTION: “Which of the following products and services, if any, do you, yourself, currently own and use?”

  4. Average buying price for a camera remains steady INTENDERS Mean: 314€/205GBP OWNERS Mean: 337€/220GBP N=602 Total n=452 Owner n=150 Intender QUESTION: “How much did you spend/plan to spend on your/a DSC?”

  5. Canon garners highest unaided brand awareness N=602 Total n=452 Owner n=150 Intender QUESTION: “Please list all the brands of DSCs of which you are aware (unaided).”

  6. Quality of picture, ease of use top attribute list n=452 Owner n=150 Intender QUESTION: “Importance of the following attributes in past/future DSC purchase decision? (5=extremely; 1=not at all important) Percentages reflect Top 2 Box (Rating of 5 or 4).”

  7. Demand for megapixels on the increase among owners QUESTION: “At what Megapixel resolution do you currently take the majority of your pictures?” QUESTION: “You mentioned that you currently take pictures at your DSC’s maximum resolution, if given an option, at what megapixel resolution would you like to take pictures at?”

  8. Overall, interest for in-camera photo editing appears low… Owners Top 2 Box: 24% Intenders Top 2 Box: 33% N=602 Total n=452 Owner n=150 Intender QUESTION: “How important is it/was it to have the ability to edit your pictures directly on the DSC itself?”

  9. However, in-camera redeye editing seen as strong value-add… Owners Top 2 Box: 54% Intenders Top 2 Box: 67% N=602 Total n=452 Owner n=150 Intender QUESTION: “How important is it to you to have the ability to edit redeye directly on your digital still camera?”

  10. …while in-camera “help wizard” also has appeal Owners Top 2 Box: 35% Intenders Top 2 Box: 56% N=602 Total n=452 Owner n=150 Intender QUESTION: “How important is it to you to have a “help wizard” function built into the digital still camera? This will provide you troubleshooting tips on how to best use the camera.”

  11. Behavior differs vs. attitude when it comes to video Owners Top 2 Box: 36% Intenders Top 2 Box: 41% n=233 Owners who have A/V capability on their DSC n=76 Intender who plan to buy camera with A/V feature QUESTION: “What is the likelihood you would use your digital still camera for all of your video recording needs?”

  12. Boot-up expectations vary widely Owner Mean: 2.61 sec. Intender Mean: 2.64 sec. N=602 Total n=452 Owner n=150 Intender QUESTION: “In your opinion, what is an acceptable boot up time from when the camera is turned on to when it is ready to take pictures?”

  13. Demand for shot-to-shot performance is greater than for boot-up time Owner Mean: 2.15 sec. Intender Mean: 2.18 sec. N=602 Total n=452 Owner n=150 Intender QUESTION: “In your opinion, what is an acceptable amount of time from when you take a picture to when the digital still camera is ready to take another picture?”

  14. Observations • Performance • Importance of delivering high-quality images is paramount • Increased demand for more megapixels among owners • Expectations are high for camera readiness (i.e., Shot-to-shot delay, boot-up time, etc.) • Advanced Features • At a high level, in-camera photo editing appears to be a low priority • A closer look shows specific functions, such as red-eye removal, to be popular • Video • Rated low in importance by both owners and intenders • However, behavior may tell a different story • Anticipated usage may rise over time

  15. Panel Members • Dr. Robert Gann, Imaging System Architect, HP • Mr. Christopher Chute, Senior Analyst, IDC • Mr. Reid Hankin, Manager Digital Camera Market Research, Kodak • Mr. Akihiko Hamamura, Manager 3rd Designing Department, Nikon • Mr. Michael McNamara, Technology Editor, Popular Photography & Imaging

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