Benefits / Resources / Articles
February 13, 2021

Nationwide Survey Says Consumers Remain Uncertain Amid Pandemic

Understanding the market is just as important to your photography business as creating great images at competitive prices. Anticipating consumer expectations and targeting your brand to the things your clients want is no small task, but it's crucial for your business that you are up-to-date on those expectations and desires so that you can appeal to the right clients and help them have a stellar experience with you as a professional photographer. 

Over the past year, our world has changed in many unexpected ways, so it’s no surprise that consumers’ spending habits reflect the uncertainty of our “new normal.” Last November, PPA conducted a nationwide survey last that focused on consumers’ attitudes and behaviors, their feelings towards photography, and how COVID-19 influences their purchasing decisions. Now, you can view the compiled this data in the new Consumer Research Report, now available as part of your PPA membership. This snapshot of buyers’ current mindset can help you understand when and why they hire a professional photographer. Key takeaways of the report include:

  • Family events drove photography sales over the past 3 years
  • Communication is more important now than ever; consumers want to know your plan for working together safely
  • People are spending to make their homes a pleasant place. Photography is a way to bring community and loves ones into their “nesting” process
  • Although consumers take their own photos, they often doubt their own technical skills. New products or messaging can highlight the expertise you can bring to smaller, less formal events
  • Budget is at the top of consumers’ minds, but negative reviews and COVID concerns also influence whether they’ll hire you

Included as part of your PPA membership, this new Consumer Research Report gives you exclusive data presented in easy-to-understand graphs and with key insights highlighted throughout the report. It’s the up-to-date information you need to strategize, market, and sell your services during these uncertain times.

Delve into all the consumer research and guide your business in the right direction. Click here to get started.