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Who Buys Source

Thirty-six percent, or 41 million U.S. households purchased some type of portrait in 2006.

Photo Marketing Association International, 2007

Profiling adults 18+ who referred to the Yellow Pages for a professional photographer in the last 12 months:

MRI/Mediamark Research & Intelligence, LLC, 2007

Of those adults 18+ who consulted the Yellow Pages for a professional photographer in the past 12 months, 60.0% were women and 40.0% were men.

MRI/Mediamark Research & Intelligence, LLC, 2007

Adults 18+ who referred to the Yellow Pages for a professional photographer in the past 12 months, by age level: 18-24, 18.7%; 25-34, 25.3%; 35-44, 23.4%; 45-54, 18.2%; 55-64, 9.9%; 65+, 4.5%.

MRI/Mediamark Research & Intelligence, LLC, 2007

Adults 18+ who consulted the Yellow Pages for a professional photographer in the last 12 months, by income bracket: $75,000+, 33.6%; $50-74,999, 21.8%; $40-49,999, 10.7%; $30-39,999, 9.9%; $20-29,999, 8.4%; Under $20,000, 15.6%.

MRI/Mediamark Research & Intelligence, LLC, 2007

Adults 18+ who referred to the Yellow Pages for a professional photographer during the past 12 months, by ethnic group: White, 72.6%; Black, 13.5%; Other, 13.9%; Hispanic origin, 14.8%.

MRI/Mediamark Research & Intelligence, LLC, 2007

Adults 18+ who consulted the Yellow Pages for a professional photographer in the last year, by region: Northeast, 15.7%; Midwest, 24.2%; South, 38.6%; West, 21.5%.

MRI/Mediamark Research & Intelligence, LLC, 2007

Adults 18+ who consulted the Yellow Pages for a professional photographer in the previous year, by marital status: Single, 30.2%; married, 55.5%; separated/widowed/divorced, 14.3%.

MRI/Mediamark Research & Intelligence, LLC, 2007

When They Buy Source

According to a 2006 survey conducted by Studio Photography magazine, 56% of the respondents said they did not relate their peak business times to national holidays or special occasions.

Studio Photography, 2006

Why They Buy Source

Among those households that purchase portraits, how they are used (multiple answers): Gave/sent them to family and friends, 83%; put them in frames, 76%; put them in albums, 35%; put them in scrapbooks, 19%; used them in Websites/blogs, 5%; other, 9%.

Photo Marketing Association International, 2007

How They Buy Source

Annual spending on the following categories of portraits per household in 2006: Wedding photos (their own), $697; high school senior photos, $201; wedding photos (of family member or friend), $189; family portrait, $105; child/children photos, $93; adults, $83; church directory, $78; school (grades K-11), $46; nursery/daycare photos, $45; newborn baby, $39; cruise ship photos, $39; other school photos, $33; social events, $33; sports/team photos, $31; class/family reunion, $31; kid events, $21; passport photos, $18; other, $86. 

Photo Marketing Association International, 2007

The average price of a youth sports action portrait in 2006 was $58, while the average price of a static/posed sports portrait was $26. 

Photo Marketing Association International, 2007

Average amounts spent per household on custom photo products/gifts made from portraits: Photo books, $35; greeting cards, 33%; calendars, $21; collages, $16; other, $22.

Photo Marketing Association International, 2007

What They Buy Source

Percent of households that purchased the following categories of portraits in 2006: School (grades K-11) photos, 20%; sports/team photos, 7%; family portrait, 6%; child/children portrait, 5%; kid events, 4%; nursery/daycare photos, 3%; high school senior photos, 3%; other school photos, 2%; church directory, 2%; passport photos, 2%; class/family reunion, 1%; social events, 1%; newborn baby, 1%; adults, 1%; wedding photos (their own), 1%; wedding photos (of family member or friend), 1%; cruise ship photos, 1%; other, 2%. 

Photo Marketing Association International, 2007

Eleven percent of households that purchased portraits in 2006 made reprints. Methods used in obtaining these reprints (multiple responses): Made reprints at home on a printer, 42%; ordered through the original photographer's studio, 30%; made reprints at a retail photo kiosk, 22%; got assistance at the photo department in a retail store, 20%; other, 6%.

Photo Marketing Association International, 2007

Percent of households that purchased portraits of their children who participated in non-sports activities in 2006 (among those households who had the option of buying these products), by type of activity: Boy Scout/Girl Scout, 96%; band/orchestra, 95%; dance, 93%; theater, 89%; other group/activity, 89%.

Photo Marketing Association International, 2007

Percent of households that bought sports portraits of their children in 2006 (among those households that were offered the option to buy these products), according to sport: Cheerleading, 95%; football, 94%; soccer, 94%; baseball, 94%; basketball, 93%; softball, 92%; other sports, 94%.

Photo Marketing Association International, 2007

Where They Buy Source

Lifetouch Inc. is one of the largest U.S. portrait photographers, and also runs about 570 photography studios in J.C. Penney (420) and Target (150) stores. Lifetouch takes baby, family, business and sports portraits, publishes church directories and yearbooks, and offers event digital imaging, CD business imaging, and video production services.

Hoover's, 2007

Olan Mills, Inc. is the world's largest producer of family portraits. The company operates through two divisions: Church Directories (its top revenue generator) and Studio Portraits (featuring several hundred studios in Kmart and other stores in the U.S. and Puerto Rico). Olan Mills has also begun opening additional locations in Meijer's, Value City and Toys "R" Us stores. 

Hoover's, 2007

CPI Corp. is one of the leading pre-school portrait photographers, with approximately 1,040 Sears Portrait Studios and other locations in the U.S., Canada and Puerto Rico. In mid-2007, CPI acquired rival Portrait Corporation of America for approximately $83 million. PCA, which had specialized in portraits of children, adults and families, primarily operated photo studies in more than 2,000 Wal-Mart stores in the U.S., Canada, Mexico, Germany and the UK.

Hoover's, 2007

While 36% of all U.S. households purchased some type of portrait in 2006, the percentage climbed to 46% in the Midwest and 38% in the East regions of the country, while dropping to 32% in the South and 30% in the Mountain/Pacific regions.

Photo Marketing Association International, 2007

According to a study by First Research, the three largest portrait studio companies -- Olan Mills, Lifetouch and CPI -- account for approximately one-third of the market.

PR Newswire, 2006

Business Trends Source

There are more than 15,000 portrait photography businesses in the U.S., generating approximately $5 billion in annual revenues.

Photo Marketing Association International, 2007

Total spending in 2006 on the following categories of portrait photography (totals in millions): School (grades K-11) photos, $1,053; family portrait, $703; high school senior photos, $677; child/children photos, $582; wedding photos (their own), $411; wedding photos (of family member or friend), $212; church directory, $201; nursery/daycare photos, $145; kid events, $90; adults, $84; other school photos, $80; newborn baby, $57; cruise ship photos, $48; passport photos, $34; social events, $21; class/family reunion, $18; other, $205;   

Photo Marketing Association International, 2007

While almost the entire production of portrait prints in the past took place at portrait labs (school labs, people labs, general service and commercial labs) and servicing photographers/studios, many retail studios today operate their own printing/output equipment. As a result, some of the production of portraits has now shifted to the studios owned by these photographers. This trend has been encouraged by the transition from film to digital workflows at studios, which results in lower picture taking and lower proofing/editing costs.

Photo Marketing Association International, 2007

Misc Source

A 2006 survey conducted by Studio Photography magazine showed that 90% of professional photographers use a digital SLR camera for their work.

Studio Photography, 2006

A 2006 survey of professional photographers, conducted by Photo Trade News, determined that the respondents captured an average of 2,000 photos per month.

Photo Trade News, 2006