PMA News: The rise of the amateur

PMA and Future Image Inc. recently released the Rise of the Amateur Report, revealing detailed information regarding the consumer segment referred to generally as the enthusiast.

Enthusiasts primarily view photography as a form of creative expression, rather than just a way to preserve their personal and family memories. They also like and enjoy photography and devote time to do it. Enthusiasts are not just out for the end result of having

This advanced amateur or prosumer segment is hardly new, however, it is growing. The number of people classified as photo enthusiasts has nearly doubled in the past decade.

The active nature of the advanced amateur compared to casual Seventy-nine percent of US photo enthusiasts that responded to the survey takers is evident.

Although the number of enthusiasts is growing, business emphasis on this segment is lagging. 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. There has been no widespread change in the channel or department configurations to specifically address the advanced amateur segment. Perhaps dedicated sections in mass retailers and camera stores would be beneficial to accommodate this growing segment.

Seventy-two percent of enthusiasts covered by the US survey purchased their first digital camera prior to 2004, the year digital cameras were becoming really popular. Eighty-eight percent of enthusiasts currently own a DSLR camera. Almost all enthusiasts (96%) consider themselves intermediate or greater in terms of photographic skill level. In the film/analog days, photo enthusiasts spent hundreds of dollars per year on film and on processing/printing services. Today, spending has shifted to digital cameras, equipment and peripherals.

Seventy-eight percent of advanced amateurs have spent more than $500 on camera, accessories, storage equipment, and photo software in the past 12 months. This segment also look for specific features on cameras, social networks, wide screen TVs, printers and printing services.