He found what he was looking for -- a sleek, red Nikon camera with touchscreen technology. After fiddling with it for a few minutes, he left as fast as he came in, perhaps turned off by the device's $329.99 price tag.

Sony has a wide range of touchscreen cameras and demand for them encouraged Nikon to launch the CoolPix S60.

But the technology has its drawbacks. Touchscreens often fall short in terms of functionality and picture quality, compared with devices that are similarly priced.

But many customers do not seem to care. Circuit City Stores Inc sales executive Danielle Brannigan said customers first walk into the store to get a camera without knowing it has a touchscreen feature.

"Then they go 'Whoo. Touchscreen.' They get excited like little kids and the first thing they say is, 'We wanna have this one,'" she said.

Customers who already own touchscreen devices are often the ones who come looking for another.

Vinh Nguyen, a student from California visiting New York City, said he was shopping for a touchscreen camera for his girlfriend because she would have only a touchscreen device.

She already owns an iPhone, a HP TouchSmart and a Nintendo DS with the technology.

Synaptics' Lee said there is the same rush for digital cameras as for other appliances introducing touchscreen technology, helped by LCD screens on the devices.

The only device that might remain unaffected could be television. For many couch potatoes, a remote control is all the "cool" technology they want.

... contd.