Digital Camera Usage and Satisfaction Study Released by JD Power

J.D. Power and Associates Reports: Canon, Fujifilm, Nikon, Panasonic and Sony Model Series Rank Highest in Their Respective Segments in Digital Camera Owner Satisfaction; Weather Proofing and Built-In Memory Features are Most Desired by Owners for Future Cameras

The Canon EOS Digital SLR, Canon PowerShot G, Fujifilm Finepix S, Lumix (Panasonic) DMC-TZ, Nikon D and Sony Cyber-shot T series rank highest in customer satisfaction with digital cameras in their respective segments, according to the J.D. Power and Associates 2008 Digital Camera Usage and Satisfaction Study(SM) released today.

The study examines camera model lines in four body-style segments: point and shoot, premium point and shoot, ultra slim and digital single-lens reflex (DSLR). In each segment, four factors are measured to determine customer satisfaction: picture quality, performance, ease of operation, and appearance and styling.

The Fujifilm Finepix S series ranks highest in the point and shoot segment with an index score of 757 on a 1,000-point scale, performing particularly well in picture quality, performance and ease of operation. Kodak model series also perform well in the segment and follow the Fujifilm Finepix S in the rankings with the Kodak V series (739), Kodak Z series (731) and Kodak M Series (727).

Among premium point and shoot cameras, the Canon PowerShot G series and the Lumix (Panasonic) DMC-TZ series tie to rank highest, each receiving a score of 773. The Canon PowerShot, in particular, performs well in the picture quality and ease of operation factors. The Lumix (Panasonic) DMC-FZ series follows in the segment with a score of 766, receiving high ratings from customers in the performance factor.

In the ultra slim segment, the Sony Cyber-shot T series leads with 794, performing particularly well in all four factors driving customer satisfaction. The Casio Exilim Zoom series (766) ranks second and the Fujifilm FinePix Z series closely follows to rank third with 761.

The Canon EOS Digital SLR and Nikon D series both rank highest in a tie among DSLR cameras, each receiving a score of 823. The Canon EOS Digital SLR receives notably high ratings from customers in picture quality, while the Nikon D series-which ranks highest for a second consecutive year-performs particularly well in ease of operation, performance, and appearance and styling.

The study finds that among features that owners want in their next camera, weatherproofing is mentioned most frequently by owners in both the point and shoot (67%), and premium point and shoot (68%) segments, while ultra slim owners desire 4 GB internal memory capacity and DSLR owners desire waterproofing (63%).

“Digital camera manufacturers are constantly adding new features in efforts to differentiate themselves from their competitors,” said Larry Wu, senior director of the technology practice at J.D. Power and Associates. “However, in adding new features, ease of use becomes critical in maintaining satisfaction, as average satisfaction scores are 235 points lower among customers who say their features were difficult to use, compared with those customers who say the features were easy to use. Designing features with the consumer in mind and providing clear and concise instructions can help maintain high satisfaction levels with new features and functions.”

The study also finds the following key trends:

• The resources that camera owners used most frequently during the shopping process to research digital cameras are consistent across all segments, with Internet product and review sites being the most frequently cited resource. Information or recommendations from family and friends, print reviews and in-store salespeople follow as other frequently used resources.
• DSLR owners take the most photos in one month, averaging 454 images, followed by premium point and shoot owners (159), ultra slim owners (96), and point and shoot owners (83).
• Customers who purchased an extended warranty report significantly higher overall satisfaction scores (768, on average) with their cameras, compared with owners who did not purchase a warranty (732, on average). In 2008, 23 percent of DSLR, 17 percent of premium point and shoot, 16 percent of ultra slim and 13 percent of point and shoot owners purchased an extended warranty for their digital camera.

The 2008 Digital Camera Usage and Satisfaction Study is based on responses from more than 8,000 consumers who purchased a digital camera between April 2007 and March 2008. The study was fielded in June and July 2008.

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Customer Satisfaction Index Ranking:
(Based on a 1,000-point scale)

Point and Shoot Segment

Note: The Point and Shoot segment consists of traditional fixed lens cameras with a depth greater than one inch and an average sale price of less than $230.

Included in the study but not ranked due to small sample size are: HP Photosmart E Series, HP Photosmart R Series, Nikon Coolpix Life (L) Series, Polaroid I Series and Samsung L Series.

Premium Point and Shoot Segment

Note: The Premium Point and Shoot segment consists of traditional fixed lens cameras with a depth greater than one inch and an average sale price of $230 or greater.

Included in the study but not ranked due to small sample size are: Casio Exilim Zoom Series, Fujifilm FinePix F Series, General Electric A Series, General Electric E Series, Lumix (Panasonic) DMC-LS Series, Nikon Coolpix Performance (P) Series and Polaroid T Series.

Ultra Slim Segment

Note: The Ultra Slim segment consists of traditional fixed lens cameras with a depth of one inch or less.

Included in the study but not ranked due to small sample size are: Sony Cyber-shot W Series, HP Photosmart R Series and Lumix (Panasonic) DMC-FX Series.

Digital Single Lens Reflex (DSLR) Segment

Note: The Digital Single Lens Reflex (DSLR) segment consists of cameras with interchangeable lenses with sophisticated features and controls.

About J.D. Power and Associates
Headquartered in Westlake Village, Calif., J.D. Power and Associates is a global marketing information services company operating in key business sectors including market research, forecasting, performance improvement, training and customer satisfaction. The company’s quality and satisfaction measurements are based on responses from millions of consumers annually. For more information on car reviews and ratings, car insurance, health insurance, cell phone ratings, and more, please visit JDPower.com. J.D. Power and Associates is a business unit of The McGraw-Hill Companies.

About The McGraw-Hill Companies
Founded in 1888, The McGraw-Hill Companies (NYSE: MHP) is a leading global information services provider meeting worldwide needs in the financial services, education and business information markets through leading brands such as Standard & Poor’s, McGraw-Hill Education, BusinessWeek and J.D. Power and Associates. The Corporation has more than 280 offices in 40 countries. Sales in 2007 were $6.8 billion. Additional information is available at http://www.mcgraw-hill.com.

J.D. Power and Associates Media Relations Contacts:

John Tews		Syvetril Perryman
Troy, Mich.		Westlake Village, Calif.
(248) 312-4119		(805) 418-8103
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