The Warc Blog

The Warc Blog

How digital camera loyalty has developed
Robert Passikoff, President, Brand Keys, Inc
Robert Passikoff

If you're like most people, you probably immortalized some of the summer with photographs.

Of course, when we say "photographs" these days most people think of images with pixels and not old-technology, chemical processing. Most everyone has gone digital, with digital SLRs or point-and-shoots. Virtually nobody uses old-technology "film" anymore. You might say the act of dropping off of rolls of film has dropped off precipitously.

No, most consumers have gone digital, and according to our Customer Loyalty Engagement Index expectations regarding digital cameras have increased dramatically. With the ability to instantly review and re-capture images and then to immediately manipulate, display, print, transmit, and/or archive, what else would consumer expectations do? What once delighted and exceeded expectations have become the expected.

So how do consumers rate the current range of digital camera brands? From a loyalty perspective here's what the categories look like:

Digital SLR Cameras:

  1. Nikon
  2. Canon
  3. Panasonic
  4. Sony
  5. Olympus/Pentax
  6. Fuji

Digital Point & Shoot Camera

  1. Canon
  2. Kodak
  3. Panasonic/Sony
  4. Nikon
  5. Pentax
  6. Olympus
  7. Fuji/Casio

The photographer Ernst Hass, best known for his innovations in color photography and experiments in film with abstract light and form, once noted, "there is only you and your camera."

But with the increase in picture quality and the ubiquity of we-can-do-everything smartphones taking the place of stand-alone digital cameras, we expect we may soon have to amend that to "there's only you and your phone."

Subjects: Brands

06 September 2011 13:46

There are 2 comments on this blog

Interesting, but how about lens and software compatibility? Ergonomics, price points? ISO range? Your last comment of 'you and your phone'- may well come true, but avoids the question about lens, range, depth of field with varying aperture.
Andy B. 06 September 2011 at 5:44pm
You are, of course, correct. But not everyone (in fact, I think it's safe to say "most everyone") don't have your clear expertise. At least based on all the photos I see people posting on Facebook etc!
Robert P. 06 September 2011 at 6:14pm
Comments IconAdd your comment here:

Blog Search


  • 2016
    • October (11)
    • September (11)
    • August (18)
    • July (11)
    • June (16)
    • May (10)
    • April (17)
    • March (16)
    • February (13)
    • January (12)
  • 2015
  • 2014
  • 2013
  • 2012
  • 2011
  • 2010