And just much of this is to be blamed on the marketing of camera companies?
Sydney, 19 November, 2012 – Australia boasts strong ownership of DSLR cameras with 30% of Australians having purchased one of these professional cameras. However according to a Sony study*, this ownership has not translated into an upgrade of skills with almost two-thirds of DSLR consumers using their camera on auto-mode either always or most of the time.
Furthermore, 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.
The study also revealed that the main reason 72% of Australians bought a DLSR camera was to simply capture family memories and for 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 = 1,012, research completed by The Digital Edge