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FOR IMMEDIATE RELEASE                                                                                      

PMA releases 2011 Rise of the Amateur Report

JACKSON, Mich. – Advanced amateur photographers – those for whom photography is a hobby, an art and a passion, rather than merely a means of preserving memories – have become a sweet spot in the imaging market. The new Rise of the Amateur Report - 2011 Edition, just released by PMA, the Worldwide Community of Imaging Associations, takes an in-depth look at the imaging behaviors and technology use of these photo enthusiasts. The study reveals what these advanced amateur photographers are looking for in cameras, accessories, photo services, social networks, TV photo viewing, and photo printing. 


“The Rise of the Amateur report represents another way PMA is fulfilling our new mission statement, which is ‘to promote the growth of the imaging industry,’” said PMA Executive Director Jim Esp. “The report identifies areas where the greatest opportunities lie for photo retailers and suppliers.”  

Now in its third year, the new Rise of the Amateur Report shows nearly 80 percent of advanced amateurs take pictures at least weekly, and 17.3% plan to purchase a mirrorless camera in the next year. Further, 71% have purchased two or more photobooks in the past year.

Among all respondents, the most common use of a retail or online service is to make 8-by-10-inch or larger photo prints (40.3 percent), followed by photo books (22.6 percent) and photo cards/stationery (13.4 percent). A slightly larger number of respondents (16.4 percent) said they printed photo cards/stationery at home in the past 12 months; but far fewer (6.1 percent) produced a photo book on their own.

Photo enthusiasts largely remain dedicated to their compact cameras, despite the proliferation of camera phones. Only 7.8 percent of males and 8.5 percent of females have switched entirely to taking pictures with a mobile device.

In addition, the vast majority of respondents (84 percent of males and 77.4 percent of females) own a digital SLR.    

The Rise of the Amateur Report – 2011 Edition is available now to PMA members for US $299. Non-members can purchase the report for US $499. It is available through the PMA Store or by clicking here:


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About PMA – The Worldwide Community of Imaging Associations 

The mission of PMA is to evolve the imaging business community worldwide by promoting innovation, marketing, technology, and passion for photography. With this goal, PMA helps the worldwide photo imaging community achieve business success and adapt to new technologies. As a professional trade association, PMA’s commitment to members in 100-plus countries is part of a 90-year legacy of connecting business owners to a network of knowledge and support. PMA furthers this purpose through the development of business resources, educational programs, marketing research, publications, and trade shows, including PMA@CES and The Big Photo Show. As a not-for-profit organization, any success PMA achieves in its endeavors directly benefits the industry, providing the means to continually develop services and activities for members.