Despite several established brands in the market, consumers are placing less value on brand names when shopping for DSLRs. According to The NPD Group’s Consumer Tracking Service, just over half (56%) of recent DSLR buyers say brand was a “very important” factor when deciding which camera to buy. This represents a 14-percentage point decrease from the same period one year prior.
One factor likely fueling this change is increased affordability. Over the last 12 months, average selling prices on DSLRs have dropped $70, making the devices more available to consumers looking for an entry-point product.—Ben Arnold, Director of Industry Analysis, The NPD Group, Inc.