Consumer Products Press Releases

05 December 2012
DSLR gear and no idea? Sony study reveals two-thirds of DSLR camera owners stick to auto-mode

Sydney, 19 November, 2012 – A Sony study* of over 1000 DSLR non-professional camera owners has found that almost two-thirds of these photographers are using their camera on auto-mode either always or most of the time.

The study shows that one in three DSLR owners don’t know how to use their camera, which may correlate to why so many DSLR users are snapping images purely on auto-mode. Three quarters of DSLR users agree that classes, advice or professional guidance is needed to avoid using their camera completely in auto-mode.

According to the research, the main reason 72% of Australians bought a DLSR camera was to capture family memories and have fun. Sixty-five per cent of young people (18-29) consider the camera a modern status symbol with one in five using their high end camera to capture images purely for blogging and social media sites like Facebook.

Overall, the results reveal that owners have the DSLR gear and no idea, or no need to use a camera with this level of complexity.

“A DSLR camera is a high end, professional piece of equipment and in line with the Sony study, we recognise that the majority of everyday users the find these cameras too big and too hard to master,” said Di Shepherd, Marketing Manager of Digital Imaging, Sony Australia.

“Following these results, we want consumers to be aware that there are alternative cameras available for non-professionals who want to take better photos as part of their leisure and social activities. Sony believes the future of creative everyday photography lies with compact system cameras and we are committed to growing this category, with the Sony NEX range. With all the image quality of DSLR in a light weight and compact body, the NEX camera is straightforward and easy-to-use, offering non-professional photographers DSLR quality without the difficulty,” Di Shepherd concluded. 

To gain further insights into non-professional DSLR owners, professional photographer, Gary Heery, interviewed everyday users. The results of these interviews can be VIEWED HERE.

*Sony NEX Study 2012, non professional DSLR users (aged 18 +) = 1,012, research completed by The Digital Edge



About Sony: With a diverse portfolio of businesses across electronics, music, film, gaming and telecommunications, Sony is uniquely positioned to be the world’s largest technology and entertainment company. Sony Australia Limited is a wholly owned subsidiary of the Sony Corporation of Japan, and a leading manufacturer of audio, video, communications and information technology products for the consumer and professional markets. Committed to producing innovative and quality electronic products, the range includes BRAVIA™ TVs, Cyber-shot™ digital cameras, Handycam camcorders, “α” (pronounced Alpha) digital SLR cameras, Walkman MP3 players, VAIO™ computers, READER™ eBook Readers as well as HD professional broadcast equipment. For more information on Sony Australia, visit www.sony.com.au/corporate.

Product Information: For further Sony product information or stockist details, readers can contact Sony Australia on 1300 720 071 or visit www.sony.com.au.

Images: Product images can be downloaded from the Sony Australia Flickr site www.flickr.com/photos/sonyaustralia. For assistance, please contact the Sony team at Hausmann Communications at sony@hausmann.com.au.

Social Media: Stay up-to-date with Sony Australia competitions, events, product reviews and videos via Facebook - www.facebook.com/sonyaustralia and YouTube www.youtube.com/sonyaustralia.
   
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