According to the 2007 PMA U.S. Digital Imaging Survey, 20 percent of digital camera owners use their digital camera for artistic purposes, for moonlighting job, or to master photography skills. This segment of photo customers is called the advanced amateur or prosumer segment and has been generating much of the business at camera stores around the country for many years. Manay advanced amateurs are possible candidates looking to enter the studio photography business at some point, as well. Digital advanced amateur customers were 20 percent more likely to purchase a camera in 2006. They were also more likely to make that purchase at a camera store when compared to the typical consumer.

  The advanced amateur market will be explore more in future "Data Watch" articles examining printing behavior and other characteristics of this group. One important thing to remember when servicing this segment is that they are different from Jennifer. They value top quality in equipment and printing, appreciate the advanced knowledge of photo retail employees, and speak in advanced terms. Finally, finding advanced amateur customers is not done through demographics. This segment is comprised of customers of all ages and household types. To reach advanced amateurs, retailers need to look into cross promotions, internet forums, competitions, and events. 

Source: 2007 PMA US Digital Imaging Suevey

-- By Dimitrios Delis

Director, PMA Marketing Research

"PMA Data Watch" is a weekly feature in Newsline International, prepared by the PMA Marketing Research Department. Every Monday morning, "Data Watch" presents a brief summary of a current industry trend. The articles feature data relevant to the United States, Canada, and other regions of the world.