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WOM Influences Digital Camera Purchases

Word of mouth is a key influencer for new parents when making the decision on which digital camera to purchase. According to a report from Madison Direct Marketing, 15% of consumers indicated a referral from a friend or word of mouth was a key influencer. Nearly the same amount (14%) said recommendation from a friend would continue to be a key influencer in the future.

The report went on to recommend that marketers increase "discussion of the emotional benefits of a camera purchase (e.g. 'It's easy to capture every precious memory')" and de-emphasize "technical wizardry."

Source: Madison Direct Marketing, "Parents Mean Profits for the Photo Industry".

Get the paper

Posted by WOMMA Editor on May 2, 2006 9:19 AM

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