Camcorders: Secondary Marketing Research

Secondary Data Assignment: Camcorders

To find the demographics of the customers who purchase Camcorders I used the source Mediamark. With a total of 230,416 of the population through the fall of 2011, 44,096 were projected customers of this product. Majority of customers for camcorders were men. They were 35-44 years old with a post graduate educations had a post graduate education. The top two professions were Professional and Related Occupations and Management, Business, and Financial Operations. The household income is $150,000 +. Majority of the users live in the Northeast and Midwest Regions of the US. The customers are married with children between the ages 12-23 months old. They have lived at their current address for more than 5 years. Majority of the customers were Asian with a home value from $200,000-$500,000 +.

Using Mediamark again, the main cable shows they watch are Disney XD and PBS Kids Sprout. Some of the Premium cable services they have are HBO and Showtime. These customers main magazine type that they purchase is Parenthood. Some of the other main magazine types they read are on Computers and Photography. Some of the specific magazines purchased by these customers are National Geographic's Kids and Runners World. The majority of these customers' top TV shows are Entertainment Specials and sports related shows like Soccer, Hockey, and College Football Weekend. Some of the main websites used by these customers are Tripadvisor.com, Whitepages.com, and Bing maps.com.

"Of all the CNET users who say they want to buy a digital camcorder, 82 percent are buying one for the first time. The main reason? For 63 percent of those potential buyers, vacation and travel videos are the top motivators. Logically enough, those users say compact design and shooting comfort are their top buying priorities" (Sweer). Through the information gathered from Mediamark, this fits the category of camcorder customers. Just looking at the top websites these customers view relate to travel. "These customers want to enjoy and remember their new adventures and share them with friends and family" (Sweer). Another motivator and interest these customers may have in using a camcorder deals with their kids. The users of this product have kids between the ages 12-35 months old. Capturing the moments when children are young in video and full color is another big motivator and interest for these users. "You can record your children as they grow--not just in still images, but in action, sound and full color. You may not realize it now, but the fun you have with your children today (on a picnic, at the beach, even just clowning around), vanishes amazingly fast as they grow and suddenly you're left only with memories ... unless you also have it on videotape. Then you can play it back and re-experience wonderful adventures for yourself, your kids and their kids"