Research Shows Women Are the Leading Purchasers of Digital Cameras

Analysts agree. Sony's Cyber-shot® digital cameras are proving to be a popular choice among women.

According to the NPD Group, 53 percent of all digital camera purchases from May to July were made by women. Of Sony digital camera purchases, 56 percent were made by women, beating the industry average. This is up from 42 percent a year ago.

In a research study conducted in April entitled "Closing the Technology Gender Gap; What Women Really Want," analysts from IDC found that women were not only tech savvy, but also very busy, pragmatic individuals, who demand performance and convenience from the products they buy. According to the study, women don't have time to "tinker" with their gadgets; they require reliable and intuitive devices that are ready when they are.

"At the end of the day, women want to know they can simply take a beautifully designed and full-featured camera out of the box and start capturing memories," said Steve Haber, senior vice president for Personal Mobile and Imaging Division at Sony Electronics. "Our Cyber-shot cameras can help make that happen."

"Among female digital camera buyers this year, Sony ranks the highest versus competitive brands in motivation to purchase from recommendations from friends and relatives," said Steve Baker, director of industry analysis at NPD. "Women who have purchased Sony digital cameras have also been more motivated by Sony's technology and stylish design versus buyers of other top camera brands."

"Sony understands the growing influence women are having on the consumer electronics market," Haber noted. "Women are more likely to be the memory keepers in a family, capturing and sharing family photos and storing family memories. Our digital cameras deliver a combination of style, ease-of-use and performance that appeals to women."

   Contact:
   Yolanda Hunt-Boes
   Sony Electronics Inc.
   858-942-4174
   yolanda.hunt-boes@am.sony.com

   Rebecca Smith
   Burson-Marsteller
   415-591-4127
   Rebecca_Smith@sfo.bm.com

SOURCE: Sony Electronics, Inc.

CONTACT: Yolanda Hunt-Boes of Sony Electronics Inc., +1-858-942-4174,
yolanda.hunt-boes@am.sony.com; or Rebecca Smith of Burson-Marsteller,
+1-415-591-4127, Rebecca_Smith@sfo.bm.com, for Sony Electronics, Inc.

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