DIS-covery Trends Report -- Professional Photographic

The DIS-covery Trends Report: Professional Photography is derived from our most recently published Professional Photography World tm 2007 that came out in March 2008. That report, in its full version, intended mainly for manufacturers also includes product data, brand shares and brand image rankings as well as greater depth of detail, generally. The full report, PPW 2007 is one of the most popular reports in the pro photo industry, subscribed to by most of the major manufacturers.

What the DIS-covery report on Professional Photography gives you is, lots of technology trends information, budgets and revenues, shows and magazines, classification, applications, purchase sources, as well as a key to what the major trends are that are most moving the marketplace. Price $400USD

Executive Summary

It has been almost a decade since DIS last tackled the field of professional photography with a survey, albeit a domestic USA-only one. At that time, even though there was substantial digital technology already in use, the market was still fundamentally relying on analog methods involving chemical-based technologies and film. Many of the tools of the trade so naturally associated with today’s professional environment – computers, digital printers, digital cameras, disk media, were not in common use then. The massive adoption of those tools has radically altered the whole landscape way beyond merely supplanting film.

Furthermore, we realized, that to be truly relevant to the industry now, we needed not only focus on digital technology, but also to do so, globally. That led us to talk to manufacturers and create this project, Professional Photographic World tm 2007. That also led us to creating eleven product categories in order to sufficiently embrace the major genres of gear and supplies that industry professionals require and that manufacturers wished to see revealed.

The first and foremost finding is that the digital revolution has won ~ over analog ~ and swept the entire industry, worldwide.

In so doing it has made photography a bit more complex, in that it has embraced so much of what formerly could have been called desktop publishing and desktop video that it is almost unrecognizable in its current form. In that sense too, its ranks have swollen, as it has become much murkier a chore to designate exactly who is a professional and who is a photographer. In that sense we have attempted to be as inclusive as possible, allowing in as many as we could. And in the process, not discriminating to heavily.

Overarching Trends
We note with interest the massive growth in both consumer photography – where an average of 34% growth has been seen – and professional where – overall – its closer to 22%, overall. The USA remains the leading market and that is followed closely by EMEA, then Asia and the Americas.

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