ACTIVE DECISIONS eCRM ANALYTICS REVEALS KEY TO SUCCESS IN DIGITAL CAMERA MARKET
For Immediate Release
Megapixel Cameras under $500 with optical zoom forecasted to win consumers`
wallets. Average price consumers willing to pay drops $150 over previous year.
BURLINGAME, Calif. - April 30, 2001 - When buying digital cameras, price,
resolution, and zoom capabilities are the most important features for
consumers according to Active Advisor analysis during March 2001, the
premiere market and customer analytics service from Active Decisions.
Japan`s Nikon, Canon, Sony, and Olympus tied for the most desirable brand
in the eye of the shopper.
Active Advisor Suite is an online analytics service that provides in-depth
analysis of markets, products, and customers, including buyer segmentation
and competitive intelligence. Designed for manufacturers and retailers of
complex consumer products, it enables companies to identify revenue
opportunities through real-time tracking of the brand, price, and feature
preferences of over one million shoppers per month.
Price:
According to Active Decisions, the average price consumers are willing to
pay for a digital camera dropped 20 percent between Q4 1999 and Q1 2001 -
from $750 to $600. The March data shows that 90 percent of consumers are
willing to pay up to $300 for a digital camera, and 50 percent are willing
to pay up to $600. Manufacturers and retailers should be careful with their
pricing because there are significant drops in consumer demand at key price
points such as $500. Digital cameras have a disproportionately high number
of high end purchasers, suggesting attractive margins for more expensive
cameras. A price point of $1,000 provides access to a quarter of the
digital camera consumers.
Price accounts for almost 30 percent of a consumer`s purchase decision,
followed by resolution which accounts for nearly 20 percent of the
decision. Brand name and other product features account for the remaining
50 percent of the decision. Retailers and manufacturers of digital cameras
would be wise to focus on high-resolution cameras.
Brand:
Nikon, Canon, Sony, and Olympus are the brands most preferred by consumers.
Self-professed digital camera "experts" prefer Nikon over all other brands.
Model:
When asked to evaluate cameras based on feature set, consumers most prefer
the Olympus D-490 Zoom. This is followed by FujiFilm`s Finepix2400, and
Kodak`s DC4800. Retailers will be well served by adding these popular
models to their shelves.
Retail Price:
CameraSound and CCICameraCity were thought to offer the best online deals
for digital cameras, offering prices 18 to 20 percent below the average
online price.
Retail Selection:
Computers4Sure and CDW have the best selection, carrying more models than
any other e-tailer, 29 and 28 models respectively.
About Active Decisions
Active Decisions, Inc., is a leading supplier of eCRM decision-support
applications. The company`s products increase customer revenues by
providing automated sales assistance to drive higher ecommerce conversion
rates and sophisticated market analytics to optimize the marketing and
product assortment mix. Active Decisions products are designed for
manufacturers and retailers of complex consumer products including consumer
electronics, computer equipment, appliances, automobiles, and financial
services.
Named a "Hot 100" company by Upside Magazine, more than 80 Fortune 500
companies, leading portals, and ecommerce sites use Active Decisions
technology to generate sales and to make critical marketing decisions.
Active Decisions customers include Best Buy Co., eBay, E*TRADE, Ford Motor
Company, goodguys.com, Hewlett Packard, Intel, Lycos, McKinsey & Company,
mySimon, Palm, Sony Electronics, and Yahoo. Founded in 1997, Active
Decisions (formerly Active Research) is based in Burlingame, Calif. and on
the Web at www.ActiveDecisions.com and www.ActiveBuyersGuide.com.
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© 2001 Active Decisions, Inc. All rights reserved. Active Decisions and
Active Advisor Suite are trademarks of Active Decisions, Inc. All other
company and product names are trademarks of their respective owners.
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