Are you under-using your camera?

Press release:
LONDON, UK – 8th December 2010 – New research from Samsung reveals over a third of Brits (37%) are under using their cameras, more so than other technologies such as mobiles or laptops. A quarter (24%) admit to feeling worried when they press a button which produces a display they don’t recognise and just over one in 10 (13%) say they are  so confused by their cameras that they hand it to someone else to take the shots!

The research, carried out by Samsung Digital Imaging to mark the launch of its new NX100 camera and iFunction lenses, comes as we enter the Christmas season, a time where 74% of those surveyed said they planned on taking lots of photos. However, with one in 10 (10%) accidently deleting their treasured memories, it is clear Brits need to take the time to get to know their cameras better! The research revealed this was the time of year when people wish they’d taken more photos – over a quarter (27%) didn’t capture the festivities as much as they’d have liked.

Many Brits are unaware of key functions on their cameras: 27% aren’t aware of the built-in flash function; 35% claim to be unaware of the delete function and 48% aren’t aware of the Red Eye reduction options available on many cameras.

One of the top considerations for many Brits when it comes to purchasing a new camera is ease of use – something which is more important for women (69%) than men (54%). Surprisingly, for 83% looks aren’t a top priority. Interestingly though, despite Brits not getting to grips with the functionality of their cameras, that doesn’t stop them buying the latest models – just 13% admit to purposely buying basic cameras with limited functionality, indicating there is a desire to explore more high tech specifications and use these functions more.

Women have some catching up to do in the tech-savvy stakes, with a fifth (18%) admitting they prefer to hand over photo responsibility to someone else, compared to just 7% of men. Males are also less likely to press the wrong buttons on their cameras, with 17% saying they’d experienced this compared with 30% of women. Women are also less likely to understand the functionality of their cameras and use the different techniques (7%).

Commenting, Steve Mitchell, Marketing Manager of Samsung Digital Imaging said, “Consumers need cameras that are easy-to-use but which also have the functionality and capability to make taking photos an easy – and fun – experience! The new Samsung NX100 is a top example of this.  It is the ideal camera for consumers who want to discover their inner creativity, and follows in the success of the NX10, Samsung’s first mirrorless camera. The NX100 shares the industry leading technology of the NX10, such as an APS-C size sensor for high quality images and a 3-inch AMOLED screen for clear and easy viewing.
“It also features the World’s first i-Function lens - a proactive lens that lets you control the camera through it - delivering total image control with fast manual settings to ensure quick and easy image capturing.”