Camera Buyer Survey: 25-34 Year Olds Most Influenced by Blogs, Social Media

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Over 80% of recent camera buyers 25-to-34 years old reported some or significant influence by blogs and social media, according to a recent survey. The survey studied recent buyers in all demographic groups to determine online and traditional media influence on the purchase decision.

The 25 to 34 age group is a key market for photography and video camera marketers

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."

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 http://www.ad-ology.net and includes 24 data charts, consumer-spending estimates by market, and additional marketing insights.

About Ad-ology Research

Ad-ology Research analyzes key marketing and advertising trends in over 370 industries and what motivates end-customers. The company's research is used by over 2,000 advertising agencies, media properties and product marketing departments across the United States. Ad-ology Research is a division of Sales Development Services (SDS), Inc. - a Westerville, Ohio firm founded in 1989.

Methodology

Ad-ology Research surveyed an online consumer panel of 1,105 adults in a manner that is 98% representative of the adult population of the United States from August 25-28, 2008. The margin of error for this survey is +/- 2.0 percentage points.

Editor's Note: The Ad-ology trade name should be hyphenated in all printed references.

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C. Lee Smith

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Michelle O'Brien

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