The Readers’ Survey collected data about purchasing preferences, preferred areas of photographic interest and gave 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 eight magazines and the technical support of GfK. The results were disclosed in Cologne at the TIPA Awards ceremony during the photokina. In 2006, the association appointed WIP, a German press research institute, to prepare and analyse a professional readership survey on a regular basis.
The biennial readers survey helps us to check the consumers’ and professionals’ mood and verify their personal preferences about the trends in innovation.
A selection from the 2017 TIPA Readers’ Survey.
- 18.4% of the readers of the TIPA magazines are female photographers.
- Who do readers trust most for their information? Photo magazines are the number one source by a large margin (at 46.6%), online is growing (at 21.7%) thanks to the quality of many websites, including those of TIPA members.
- What do readers of TIPA magazines want to buy? This chart clearly shows their preferences.
- Readers of TIPA magazines consider advertisements: informative for 72.6%, a prompt to find out more about a product 69%, and a inspiration for a making a purchase 52,8%. 21% of readers are convinced that adverts are informational or prompt them to find out more about a product and 16.6% that they have convinced them to buy a product.