Camera Buyer Survey: 25–34 Year Olds Most Influenced by Blogs, Social Media
Over 80% of recent camera buyers 25 to 34 years old reported some or significant influence by online user-generated content including blogs and product reviews, according to the Fall 2008 Ad-ology Media Influence on Consumer Choice survey. The Ad-ology Research survey also found that 42.8% of this age group and 45.7% of 35 to 44 year olds prefer to buy cameras, video cameras, and photography equipment online. More males than females prefer to purchase online, as do higher-income purchasers. Variety and availability were rated as important to factors for all buyers, especially among the age groups that prefer to buy online, perhaps because Internet provides more options than brick-and-mortar locations. “The 25 to 34 age group is a key market for photography and video camera marketers,” said C. Lee Smith, president and CEO of Ad-ology Research. “They are more likely to have children at home, very willing to shop online and can be influenced using effectively targeted online media,” Smith said. Other key findings from the survey: • 29% of purchasers were somewhat or significantly influenced by blog content • Manufacturer Web sites and product reviews were the most influential online media on camera, video camera, and photography equipment purchasers • Of traditional media types, TV had the most influence on purchases • Of consumers who recently purchased cameras, video cameras, and photography equipment, the majority is under the age of 34 and has children at home The Media Influence on Consumer Choice survey is conducted quarterly by Ad-ology Research to study on- and off-line media influence on buying decisions. The 58-page downloadable report, “Media Influence on Consumer Choice: Cameras, Video Cameras and Photography Equipment” is available for purchase through Ad-ology.net, and includes 24 data charts, consumer-spending estimates by market, and additional marketing insights.