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J.D. Power and Associates Reports: Online DSLR Camera Buyers Are Most Satisfied with Picture Quality, While Camera Durability and Shutter Speed/Lag Time Provide Opportunities for Brand Differentiation

WESTLAKE VILLAGE, Calif. July 19, 2011

The study examines satisfaction among verified online buyers of digital single-lens reflex camera models. Responses were collected by PowerReviews and reflect the attitudes of actual DSLR camera owners who conducted their purchase using an e-commerce site. The study measures satisfaction among DSLR camera owners across five factors (listed in order of importance): picture quality (including picture clarity, sharpness and color); durability and reliability (including damage resistance, battery life and sturdiness); variety of features (including zoom, image stabilization and low light settings); ease of operation; and shutter speed/lag time (overall "speed" of the camera, including shutter lag time).

Overall, online DSLR buyers indicate they are well satisfied with their cameras, with satisfaction averaging 887 on a 1,000-point scale. Among the five factors, camera owners are particularly satisfied with picture quality (917), but are least satisfied with the shutter speed/lag time and durability of their cameras (866 each).

Larry Wu

The Nikon Pro Series ranks highest in online buyer satisfaction with a score of 914. The Nikon Pro Series performs particularly well in shutter speed/lag time, durability and reliability and ease of operation. The Canon Mark-Series follows in the rankings with a score of 909, and performs particularly well in performance and picture quality. The Canon D-Series and Nikon D-Series rank third in a tie, each with a score of 889.

The study also includes the following key findings:

  • $937
  • Online buyers report taking an average of 918 photos per month using their DSLR camera.
  • A vast majority of online buyers (87%) say they "definitely will" recommend their DSLR camera to friends and family.
  • One-third of online DSLR buyers use their camera for shooting video.
  • While overall performance is cited as a reason for purchasing a particular DSLR model 31 percent of the time, online buyers cite previous ownership and brand reputation nearly as often.

October 2010 April 2011

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


Index score Power Circle Ratings
For Consumers

Nikon Pro Series



Canon Mark-Series



Canon D-Series



Nikon D-Series



Industry Average



Pentax K-Series



Canon Rebel



Sony A-Series



About J.D. Power and Associates

Westlake Village, Calif. car reviews and ratings car insurance health insurance cell phone ratings

About The McGraw-Hill Companies

$6.2 billion

About PowerReviews


Media Relations Contacts:
John Tews Troy, Mich. [email protected]

Westlake Village, Calif. [email protected]

Lindsey Scott San Francisco, Calif. [email protected]

SOURCE J.D. Power and Associates

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