News Release

Survey Finds Amateur Digital Photographers Would Rather Capture Family Moments Over Celebrity Sightings

Thursday, February 16, 2006 8:08 am EST



Public Company Information:


A recent survey commissioned by Duracell(R) PowerPix(TM) shows that an overwhelming majority of Americans would be more upset at missing a photo of a family event(1) than one of a celebrity sighting.

Respondents ranked images of a baby's first step (47 percent) or a child's graduation (38 percent) as the most important moments to capture on camera. By contrast, celebrity sightings like Johnny Damon's first at-bat as a New York Yankee (two percent) or the first photo of Brad Pitt and Angelina Jolie's baby (one percent) landed at the bottom of the list. Family moments also scored significantly higher than ego-driven ones: fewer than 10 percent of respondents said that their top priority would be an image of themselves snagging the largest catch on an annual fishing trip.

While the increasing popularity of digital photography has resulted in more snap-shooting to capture spontaneous or "once-in-a-lifetime" moments, battery power remains crucial to the equation. Roughly one-third of respondents indicated that they've missed a memorable moment because their digital camera wasn't powered properly.

In an effort to better meet the needs of today's digital camera users, Duracell has introduced a disposable battery called PowerPix. This new digital camera battery uses advanced NiOx(TM) Technology to deliver up to twice as many pictures as an ordinary alkaline battery in digital cameras. Available in AA and AAA sizes, Duracell PowerPix is sold at mass market, drug, grocery and electronics stores throughout North America. (The suggested retail price of a four-pack is $5.99).

About P&G

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(1) CARAVAN(R) survey conducted by Opinion Research Corporation, on behalf of (1) Duracell PowerPix, January 26-29, 2006


Kara Salzillo, +1-617-421-7452
Tania Scheer, +1-212-613-4918