PINpoint: The rise of the amateur
An enthusiast is generally defined as someone who has a strong interest, eagerness or delight for some activity.
In Tiger Woods' case, it could include golf.
For photo retailers, the 'enthusiast' or 'amateur' could be the person who breathes new life into the specialist sector, which is being weighed down by a truck-load of the well-documented market forces.
While sales of compacts and DSLRs have eased off in recent months, interest in photography - or, if you like, image capture, sharing and preservation - is at an all-time high, driven by a never-ending parade of new technology and creative services.
The growing importance of the enthusiast is detailed in a new report from PMA and Future Image Inc. in the US, which explains that enthusiasts primarily view photography as a form of creative expression, rather than just a way to preserve their personal and family memories.
The 'advanced amateur' or 'prosumer' segment is not new but it is growing, according to the report titled 'The Rise of the Amateur' (see full story in PMA Newsline in this issue).
The number of people classified as photo enthusiasts has nearly doubled in the past decade and rather than take photos for the heck of it, they actually enjoy photography and like spending time doing it.
The active nature of the advanced amateur compared to the casual Photo enthusiasts taker is evident in the report's findings.
Although the number of enthusiasts is growing, business emphasis on this segment is lagging, according to PMA.
"The retail environment has remained the same given that the number of camera stores is no greater that it used to be and local retailers and mass merchandisers continue to focus on 'Generation X' females," the report states.
It's claimed that there has been no widespread change in the channel or department configurations to specifically address the advanced amateur segment.
The enthusiast segment naturally looks for specific features on cameras, accessories, multi-media applications, printers and printing services but who's best to provide a one-stop service - mass merchandisers, CE chains or specialists?
Rabbit hops to it
One more thing, I have a little good news story to impart in regard to a recent experience at a Sydney Rabbit outlet. A close member of the family (make that spouse-like close) spent nearly three hours in-store creating the mother-of-all holiday photo books (and taking advantage of a two-for-one offer) only to find the job lost in cyber space at the final stage of the procedure. Not happy but all was forgiven when the boss Rabbit promptly offered to produce two copies of the mighty tomes for no charge, a welcome boost to the housekeeping kitty of around $55.
