Kodak Tops the List of Digital Camera Brands Preferred by Women

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A new Lyra survey examines the photo-printing behavior of U.S.-based digital photographers. LyraÂ?s Digital Photography Advisory Service is an online competitive research service for marketing and product managers in the digital camera, photo-quality printer, and online photo-service industry.

According to Lyra Research’s 2004 U.S. Digital Photography Survey, more than 20 percent of women surveyed use a Kodak digital camera, while only 10 percent of men made Kodak their brand of choice. Men appear to prefer Canon digital cameras, with almost 17 percent of male respondents using that brand.

“The explanation is that women in general are less comfortable with technology and therefore are more attracted to trusted brands,” says Charles LeCompte, president of Lyra and director of Lyra’s Digital Photography Advisory Service. “ And the biggest brand in photography is, of course, Kodak.”

The primary goal of the survey was to examine the photo-printing behavior of a representative sample of U.S.-based digital photographers. The survey also asked users about many other issues, including their photo-taking, photo-storage, and photo-sharing habits and their use of camera phones. Further gender differences identified include that women own less equipment in general than men, do less with the equipment they own, and prefer products that are technologically the simplest. Perhaps most interestingly, women prefer printing direct from their camera or direct from a docking station. At least some of these differences can be attributed to the busy lives that many women lead—many juggle child and family care with taking care of their homes, running home businesses, and/or working full-time jobs for others, all of which limits their time to explore and adopt more complex technologies.

This information can be found in Lyra’s Digital Photography Advisory Service, an online competitive research service for marketing and product managers in the digital camera, photo-quality printer, and online photo-service industry. Lyra recently announced that a new team headed by Lyra President Charles LeCompte will manage all content and client support for the service, including industry trend analyses, primary market research, and product forecasts for digital camera, photo-printing, and online photo-service markets. Steve Hoffenberg and Larry Jamieson, senior analysts and experts on digital cameras and photo printers, respectively, advise and contribute to the service’s direction and content. Suzanne Boozer, a research analyst for Lyra, contributes written analysis to the service. More information on the Digital Photography Advisory Service can be found at http://www.lyra.com.

About Lyra Research

Founded in 1991, Lyra Research is recognized worldwide as the leading provider of market, product, and technology information and analysis focused on the imaging industry. Lyra Research provides targeted information on printers and copiers, digital photography, and imaging supplies to more than 2,000 clients in more than 40 countries. Lyra's portfolio of services includes leading industry newsletters, special market reports, advisory services, conferences, and custom consulting.

Related Chart:

Brand of Digital Camera Used, by Gender



Canon    16.8%

Sony    13.0%

Olympus    12.6%

Kodak    11.3%

Hewlett Packard 8.8%

Nikon    7.1%

FujiFilm 5.5%

All Other Brands 24.8%



Kodak    20.5%

Canon    12.1%

Sony    11.9%

Hewlett Packard    10.7%

FujiFilm 7.3%

Olympus    6.8%

Polaroid 3.1%

Nikon    3.0%

All Other Brands 24.6%




Lyra Research, Inc.

2004 U.S. Digital Photography Survey


Andre Rebelo

Marketing Manager

Lyra Research, Inc.




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