FOR IMMEDIATE RELEASE
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.
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.
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.
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.
addition, the vast majority of respondents (84 percent of males and 77.4
percent of females) own a digital SLR.
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: http://tinyurl.com/9k7n3ay.