[yakiniku]

kakaku.com web survey from 4967 members. (male:92%, female:8%)
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It reflects some of the strategies that Pentax is aiming for:
First, the price under 130grand(yen) occupies around 70% of the market. Interestingly, there are approx 60% users in this price range claims that they are only familiar with the basic camera functions but only 20% of the users think they can handle most of its functions. It suggests that Pentax's K-m might be aiming at a good range of target audiences. Simultaneously, light weight cameras are usually considered a pro, whereas Canon's and Nikon's DSLRs in general are considered too big and heavy (only a general view from this survey). Notably, the autofocus speed and accuracy are also the main concern when choosing a DSLR, which is the pro for Canon and Nikon, but Pentax definitely need to stress on this issue. Furthermore, landscape, travel and family are the main purpose of using DSLRs where landscape is what Pentax always refer to. On the other hand, through this survey, the market share: 3rd Olympus: 15.0%, 4th Pentax: 14.3%, and 5th Sony: 11.3% which is quite different from the recent reports I've seen.

IMO, maybe Pentax is truly looking at the Japanese market and aiming at the largest cake. Whether it is a totally different story in other markets? I don't know.

[Jonson PL]

Thanks for the translation, always fun to get input from Japan

[k100d]

if the target market is where Pentax wants to be, they've got to make the camera easy to use and have good default settings as not not at any point dismay a new user. hopefully the K-M can do that.

hahaha a 8% female response rate isn't very encouraging.

[inuafrj]

I think Pentax is expecting the number of female users to go higher, so they came out with the K-m to address that.

[yakiniku]

if the target market is where Pentax wants to be, they've got to make the camera easy to use and have good default settings as not not at any point dismay a new user. hopefully the K-M can do that.

As I understand from the photokina interview, K-m is a redesign especially for easy use. Features such as mobile-phone-liked one hand control and a special button for instructions. However, in terms of light weight (a camera choosing guild from kakaku.com), the E-420 is introduced with a 380g spec which is pretty easy to stand out from the crowd (also Kiss X2: 475g, D60: 495g). However, the K-m indicates a ... 525g without battery... well at least it is the only one has SR.

[Kunzite]

And a better build.