In The NPD Group’s July 2011 findings from its “Digital Camera Market Basket Study,” a higher percentage of recent detachable-lens (interchangeable-lens) camera buyers reported purchasing accessories, in addition to whatever came with the camera, as part of the initial purchase price.
The value of this captive audience to the photo retailer is high, considering that less than a third of interchangeable-lens buyers go back to the same retailer for accessories after the initial camera purchase.
Those purchasing accessories after the initial purchase cited “best price I could find” as the standout purchase driver.
—Liz Cutting, director and senior imaging analyst, The NPD Group
