Amateur Photographer Magazine

 Kodak: Consumers view photography 'less seriously' -

Tuesday 23rd October 2007

Chris Cheesman

The 'ubiquity' and 'affordability' of digital photography means many consumers are taking photography 'less seriously', states Kodak in a report on the market.

In its 'Kodak Photo Futures Report' the firm adds that many see photography as a 'fun activity' and the fact it is digital - and therefore non-permanent - 'allows mistakes to be deleted painlessly'.

However, Kodak points out that, despite images becoming 'more ephemeral', some observers predict a 'mini-renaissance in the use of 35mm film as a niche of users return to its physical appeal'.

Read the Executive Summary of The Kodak Photo Futures Report (as supplied to us by Kodak's UK office) below:


The Kodak Photo Futures Report
“At Kodak, we see that consumers are embracing the photography experience, capturing, sharing and displaying, like never before. From printing and personalising gifts, to sharing pictures and videos online, consumers are increasingly inventive with their images and the growth of digital media has fed a sense of pride in our photography – we want to show it off.”
John O'Grady, Kodak's Managing Director, Consumer Businesses,
European, African & Middle Eastern Region (pictured)

The Kodak Photo Futures report looks at the changing nature of photography throughout Europe. It highlights the drivers and effects of change in photography since the advent of digital technology. The insights in this report are divided into two sections - 'Market Drivers' and 'Photographer Typologies'.

Market Drivers
Market Drivers include the rapid development of new technologies that give consumers the ability to take pictures easily and quickly. High quality cameras give near professional results with little specialist knowledge required. Meanwhile, falling camera prices have brought digital photography into more hands. Even lower end cameras now include sophisticated functions such as facial recognition. Interestingly, the lust for professional results doesn't end there. Despite enjoying the convenience and efficiency of digital photography, consumers accustomed to visuals of high quality in media and advertising, expect high quality prints.

The ubiquity and affordability of digital photography means many consumers are taking photography less seriously – it is a fun activity and the fact that it is digital and therefore non-permanent, allows mistakes to be deleted painlessly. Meanwhile, dissatisfaction with traditional 'top down' media means consumers are seeking ways of engaging directly with news gathering and opinion, creating a generation of citizen journalists and commentators. This also now has a financial implication, as users in some instances are starting to be paid, though modestly, for their content. The rise of social networking internet sites, photo sharing services and technologies, has had an impact on how we use our images today. Consumers now have a choice in how they wish to view and share their images, one of which is via the Kodak Gallery, where they can display and share their images, as well as video footage with a wide network of people, family or friends.

The rise of the camera phone has also driven usage enormously. Most people now have a functioning camera on their person most of the time and so they take pictures for a wider range of reasons much more often. Digital images now take the place of written notes and aides memoire when shopping or communicating with friends. Digital images are being used as evidence in more serious circumstances such as crime prevention and insurance claims.

At the same time, photography is becoming less of a mirror of truth. Users increasingly opt to retouch their own images, and as a result, are less inclined to trust the images shown to them in the media. Yet even as images in some way become more ephemeral, some observers predict a mini renaissance in the use of 35mm film, as a niche of users return to its physical appeal.

At the other end of the spectrum, as digital technology sees the rise of compact cameras and camera phones, it is creating another challenge for photography, in the shape of video. Video capability has become more widely available, and so-called 'web 2.0' technology makes it easy to upload, share and view video content. The popularity and ease of blogging is readily transferred to the video arena, further enhancing the overall digital experience.

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