Trusted brands a favourite with women

Special Feature: The Female Market

Several years ago, a US research company conducted a survey that found 20% of women used a Kodak camera while only 10% of men made Kodak their brand of choice.

According to Lyra Research's 2004 US Digital Photography Survey, men preferred Canon digital cameras, with almost 17% of male respondents using that brand.

While the results are well and truly outdated, the survey highlighted the fact that women, in general, are less comfortable with technology and therefore are more attracted to trusted brands.

The survey also found that women own less equipment in general than men, do less with the equipment they own, and prefer products that are technologically the simplest.

Lyra president Charles LeCompte said digital camera suppliers can no longer afford to assume that the market for their products is undifferentiated and monolithic. Now that digital cameras have mass-market appeal, thoughtful target marketing can mean the difference between being an also-ran and a market leader.

"There are many different market segments that vendors can choose to tap into with the right products and marketing messages," he said.

Meantime, Lyra's latest report - Retail Ink Jet Photo Supplies - predicts a surge in ink jet photofinishing solutions at retail locations through 2012 as retailers transition from traditional minilabs to ink jet solutions. In 2008, ink jet photofinishing solutions emerged as a viable alternative for retail environments, where women are the dominant customer base.