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PR Newswire via NewsEdge Corporation :

SAN DIEGO, Oct. 17 /PRNewswire-FirstCall/ — Analysts agree. Sony’sCyber-shot(R) digital cameras are proving to be a popular choice among women.

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

In a research study conducted in April entitled “Closing the TechnologyGender Gap; What Women Really Want,” analysts from IDC found that women werenot only tech savvy, but also very busy, pragmatic individuals, who demandperformance and convenience from the products they buy. According to thestudy, women don’t have time to “tinker” with their gadgets; they requirereliable and intuitive devices that are ready when they are.

“At the end of the day, women want to know they can simply take abeautifully designed and full-featured camera out of the box and startcapturing memories,” said Steve Haber, senior vice president for PersonalMobile and Imaging Division at Sony Electronics. “Our Cyber-shot cameras canhelp make that happen.”

“Among female digital camera buyers this year, Sony ranks the highestversus competitive brands in motivation to purchase from recommendations fromfriends and relatives,” said Steve Baker, director of industry analysis atNPD. “Women who have purchased Sony digital cameras have also been moremotivated by Sony’s technology and stylish design versus buyers of other topcamera brands.”

“Sony understands the growing influence women are having on the consumerelectronics market,” Haber noted. “Women are more likely to be the memorykeepers in a family, capturing and sharing family photos and storing familymemories. Our digital cameras deliver a combination of style, ease-of-use andperformance 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.

<<PR Newswire — 10/18/05>>