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TWGA Digital Photography Report: Creative & Tech Worlds Have Embraced

Tuesday, November 19, 2002

Press release from the issuing company

NEW YORK, NY -- November 19, 2002 -- TrendWatch Graphic Arts today released their special report on digital photography which indicates that commercial photographers have finally and almost uniformly embraced digital camera technology. The 105-page report, entitled "Digital Photography: How Creative Professionals are Buying and Using Digital Cameras" indicates that creative professionals are finally embracing all-digital workflows. According to the report, 82% of all commercial photographers reportedly now use a digital camera, as do 76% of all creative professionals. The complete digital photography report is available for online purchase at the TWGA eStore in PDF format. For more information, please go to the TWGA website (www.trendwatchgraphicarts.com). Researcher's Quote... "Digital camera technology is now mature and robust," notes Vince Naselli, Director, TrendWatch Graphic Arts. "Creative professionals have recognized this and are using it for many high-end applications, whether for selling digital stock photography [as photographers are likely to do] or capturing digital photographs for their print and online catalogs [as catalog publishers are doing]. And they're taking the technological challenges associated with digital photography in stride. Certainly, the challenges are not trivial, but creative pros no longer view these challenges as insurmountable barriers to adoption. More and more are learning how the technology works, and are now making it work for them." Data Points: According to the Report... -- BUYERS: 52% of commercial photographers plan to purchase a one-shot digital camera in the next 12 months; -- OWNERS: The #1 type of digital camera owned (owned by 51% of commercial photographers) is a professional one-shot device; -- SCANNER IMPACT: 49% of photographers said their use of color scanners has remained the same as the result of having access to a digital camera, but 43% said their use has decreased; 54% of print creative pros said their use of scanners has remained the same and 35% said it has decreased. Facts: According to the Report... -- LARGEST MARKET: Creative print professionals are the biggest market for digital cameras, more so than print publishers, Web publishers, or graphic arts firms; -- STOCK PHOTO IMPACT: Access to digital cameras has NOT diminished creatives' use of stock photography; -- ISSUES PERSIST: Several years into owning and using digital cameras, creative professionals and publishers continue to be challenged by issues such as color balance and proofing. About the Report... This latest report from TWGA documents the major trends in the digital photo marketplaces and provides the latest data on the usage by various segments and application. This report aims to identify trends that will assist business managers in targeting key growth areas by providing critical marketing answers such as: -- What's the ceiling price point to their target market; -- What is the prevailing attitude among varying segments concerning digital photo proofing, color balance, and layout and template issues?; -- What has been the rate of adoption, by segment, and will it continue? The report also provides historical data, tracking key acceptance and usage trends through the TWGA historical database, allowing purchasers to see how these trends have emerged over time. Availability... The TrendWatch Graphic Arts "Digital Photography: How Creative Professionals are Buying and Using Digital Cameras" report is available for purchase by visiting the secure TrendWatch Graphic Arts eStore online at www.trendwatchgraphicarts.com or by phone at 866-873-6310. The price for the report is $1595. TrendWatch Graphic Arts eStore customers can download this report in PDF Acrobat format immediately after purchase.




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