The Value Of Photography
The following is a survey carried out on the Value of Photography. With the abundance of photography now online from mobile phones/digital cameras etc, the value of photography is somewhat hard to quantify. With this survey we
simply want to establish a price range to help amateur and professional photographers value their photography, while at the same time not devaluing their work. Non-photographer - 50%, photographer - 42%. Non photographers for
purpose of this survey are classified who didn't list themselves a "Good Amateur" or "Pro Photographer".
- History: 1) 62% of people had not bought a photographic print before; 2) 28% of people had bought a prin; 3) 92% of people said they would buy a photographic print for their home; 3) 93% said they would buy a photographic print
as a gift; 4) We specified they had bought a fine art quality photograph; 5) Prices ranged from €5 to €400 euro with an average price of approx. €70; 6) Interesting considering only 30% have bought a print before; 7) 7% said they
wouldn't consider it.
- Price. What would people pay for a small unframed print? (small print 8' x 12' inches unframed - print only): 1) 34% would pay €20 - €30 (this was the majority); 2) 24% would pay less than <€20; 3) 11% said they would expect to
pay between €40 - €50; 4) 19% would expect to pay between €30 - €40; 5) 4% respectively would pay between €50 - €70 and €70 - €100 for a small unframed print; 6) Interestingly 3 people would pay €100 plus.
- Framed? What would people pay for a small framed print? We specified the same print, only framed: 1) €40 - €50 was the majority response; 2) 18% expected to pay €50- €70; 3) 15% expected to pay between €20 - €30; 4) 26% of
people expected to this for the small framed print; 5) However 16% expected to pay between €30 - €40 for a small framed print; 6) 10% said they would pay €70 - €100. We asked if people would rather buy a framed print or an
unframed print: 1) Framed - 60%; 2) Unframed - 40%.
- Interestingly, when filtering to see only photographer responses they generally are in or around the same as the general consumers answers. A few differences but they generally are inline with one another.
- Only 38% of people had previously bought a photographic print. Yet over 92% of people answered “yes" or “maybe if they liked it” to buying a photographic print. This illustrates that there is a clear gap in the market demand and
fulfilment. The current channels are not effectively meeting the demand. Similarly there was a resounding 93% of people who said they would buy a photographic print as a gift.
- Not important but worth a mention all the same : One difference clearly noticeable when filtering between Photographers and Consumers is a photographer would rather an unframed print than a framed print. General consumers want
a finished product.
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Lokkofoto - www.lokofoto.com | This survey was carried out over the period of 18th Dec 2011 - 31st Dec 2011. It is meant to give a general overview of the current prices expected for a photographic print. Whilst including
photographers in the survey may not give an exclusively consumerist view, there were no visible trends separating consumers from photographers apart from the slight preference of photographers for unframed prints.
Photo by John Teggart | Brought to you by the kind folks at www.lokofoto.com.