Reader Survey

TIPA Reader Survey 2024

The Reader Survey collects data about purchasing preferences, preferred areas of photographic interest and gives a regional profile picture of the many TIPA member magazine readers.

Since its very beginning, TIPA has wanted to know more about what its member magazines’ readers really think. Therefore, the association launched its first Reader Survey in 1992 with the cooperation of magazines and the technical support of GfK. The results were disclosed in Cologne at the TIPA Awards ceremony during the photokina. Since then the association has conducted a professional readership survey on a regular basis.
The TIPA Reader survey helps the industry to check the consumers’ and professionals’ mood and verify their personal preferences about the trends in innovation.

Key Findings

• Photography as a Passion: An overwhelming majority of respondents identify as avid photographers, with over 70% considering photography a regular pursuit or even their favorite activity. Over 25% are specialized in key areas such as nature, fashion, or travel photography, reflecting a deep engagement with the art.
• Camera Usage: Mirrorless digital system cameras continue to gain popularity, with over 54% planning to purchase a system camera in the next 24 months. 53% record images with full format sensor and 44% with APS-C sensor cameras. 14% occasionally use cameras with a medium format sensor. 26% never go out without a camera, and 29% prefer to buy photographic products of a specific brand. In addition, interchangeable lenses and accessories remain top priorities for TIPA publication readers.
• Media Consumption and Trusted Sources: Photography magazines (print and online) remain the most trusted source of information for nearly 49% of respondents, followed by online photo sites (34%). Interestingly, influencers are the least trusted source, with only 7.3% of respondents relying on them for photography-related information.
• Intention to Buy New Equipment: The survey reveals a strong intent among photographers to invest in new gear, with 55% planning to purchase a mirrorless camera, followed closely by interchangeable lenses (46%) and accessories (40%). This highlights a clear trend towards continuous upgrades, demonstrating the community’s commitment to maintaining cutting-edge tools and technologies for their craft. Smartphones, software, and tripods also ranked highly in anticipated purchases, showing that photographers are focused on both camera systems and enhancing their overall workflow.
• Purchasing Decisions: Test seals and awards play a critical role in purchasing decisions, with 68% of respondents stating they associate the TIPA logo with an award given to high quality photo cameras and imaging products. Additionally, 47% feel that test seals and awards provide a helpful guidance when buying products. This reinforces TIPA’s position as a global non-profit association representing high-quality photo products and services, and strengthens its influence in the market.

The results of the 2024 survey can be downloaded here