The point of this piece, then, is to chart how an ignoramus (that would be me) transforms himself into an informed shopper. Does the Internet deliver on its early promise of providing vast information? Or will you get farther the old-fashioned way–going to the store and grilling a salesclerk?
The problem is, even the best Web destinations don’t respond to blank stares and head-scratching. With a salesclerk, you control the conversation–but it might be a short one. On the Web, you’re the only customer; in the store, chances are you’re not. What should you do? In one week I’ve gone from knowing nothing to being ready to buy. And I took the slowest route I could think of, just so you don’t have to.
Step 1: The Web. If you go to Google and type in “digital camcorders,” the first links that pop up are manufacturer Web sites, followed by ConsumerSearch and ZDNet. Since I’m a dummy, I went straight to the manufacturers, figuring they’d swamp me with jargon. But Canon’s site is helpful: click on a model and it lists features; click on a feature and you get it described in simple language. Then I went to Panasonic, a site that offers this pearl: “Most digital camcorders come with standard features; select models also have special features.”
Next I hit consumer sites to check out product reviews. Again, a mixed bag. Most of ZDNet’s reviews were way too old; the freshest was from Sept. 13, 2000. As for the reviews themselves, well, here’s what a woman named Shannon Reddy had to say about Canon’s $1,350 Elura: “A trusted name in 35mm cameras since the 1930s, Canon’s reputation remains in tact [sic] with its latest creation.” Now, I don’t know Shannon Reddy, but I do have an idea about her employer. (Note that “Elura” is a word, an exception to the rule. Note, also, that that’s the review I clicked on.) CNET’s reviews are much strong-er. Each model gets a long expert opinion and, better still, a “good,” “bad” and “bottom line” summary.
Best of all was ConsumerSearch. This site collates and summarizes reviews from other sources like Consumer Reports. For camcorders, it also provides eight basic pointers for first-time buyers. For comparative-shopping purposes, nothing I read was more helpful. I learned: how many pixels of resolution to look for (at least 370,000), what CCDs are (“light-sensitive chips that act like film”) and why microphone jacks are important (unit mikes generally stink).
Step 2: The Store. I decided to make two trips: Circuit City on a busy Sunday, camera mecca B & H on a lazy Monday. Ron, the first Circuit City salesman I spoke with, was an example of how store help can be hit-or-miss. Ron wasn’t a hit. “I would say the best thing for you is to do some reading,” he told me. “I can’t go through every feature with you.” I grabbed Howard next. Howard was great. He explained why built-in still cameras aren’t worth the extra $100 (plain old digital cameras take better pictures). And he was patient. If I wanted to monopolize Howard for an hour, I could have. But if I did, I’d feel obliged to buy something–that’s just me. (And, I’ll bet, many of you.)
The true in-store advantage is that everything is hands-on. At B & H I had a rack of cameras, lots of time and a helpful salesclerk. Jackpot. The salesman who assisted me corrected my grip on a tiny Sony model, teaching me to hold it like a joystick and not like binoculars. I preferred this grip, an epiphany I never could’ve had on the Web. “I like this one,” I told him. “Which is it, again?” “Oh, a great one,” he replied. “It’s the DCR-PC9.” Of course. How could I forget?
