As I work on the business plan for my photography studio, I am stuck on defining my target client. Which has me thinking: do I completely write off Generation Z as a bad fit for my studio?
The fact that Gen Z has always owned electronic devices with cameras installed and their devices are always "connected" so their photos and videos can easily be shared with family and friends on a variety of social media accounts with one touch, leads me to conclude that these are not my target clients. But, it's hard to write off a potential 73 million clients that easily!
Surely, the easier and cheaper it has become to take photos in the digital age, we seem to take more photos than the film generations before us did. The very nature of the film age of photography required photographs to be printed to be shared! And even in the early days of digital photography, photographs were still being routinely printed for albums and wall art. Combined with cheap storage options (eg, external hard drives, cloud servers, etc.), does Gen Z take the time to print photographs for archival purposes?
Luckily, I am not alone in my wonderment!
The Keypoint Intelligence – InfoTrends study, conducted in the summer of 2018, called "Gen Z to Boomers: Segmenting High-Spending Personas for Increased Share of Wallet" compared photo behaviors and attitudes across four generations: gen Z, millennials, gen X and baby boomers. I have read a summary of the study, and I'm happy with what I'm reading!!
Key Points from the study regarding Gen Z:
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The fact that Gen Z has always owned electronic devices with cameras installed and their devices are always "connected" so their photos and videos can easily be shared with family and friends on a variety of social media accounts with one touch, leads me to conclude that these are not my target clients. But, it's hard to write off a potential 73 million clients that easily!
Surely, the easier and cheaper it has become to take photos in the digital age, we seem to take more photos than the film generations before us did. The very nature of the film age of photography required photographs to be printed to be shared! And even in the early days of digital photography, photographs were still being routinely printed for albums and wall art. Combined with cheap storage options (eg, external hard drives, cloud servers, etc.), does Gen Z take the time to print photographs for archival purposes?
Luckily, I am not alone in my wonderment!
The Keypoint Intelligence – InfoTrends study, conducted in the summer of 2018, called "Gen Z to Boomers: Segmenting High-Spending Personas for Increased Share of Wallet" compared photo behaviors and attitudes across four generations: gen Z, millennials, gen X and baby boomers. I have read a summary of the study, and I'm happy with what I'm reading!!
Key Points from the study regarding Gen Z:
- 19% of Gen Z said they share photos in the form of prints;
- 41% of Gen Z responded they had purchased photo prints at a retail store, online or via mobile app in the previous year; and
- While this percentage (41%) was lower than that of millennials, InfoTrends found it is about the same as Gen X and considerably higher than baby boomers both of whom presumably have more available income and are more likely to have children than their younger counterparts.
My mission with photography is to capture the moments of your life: belly laughs, smiles, excited faces, hugs, tears of joy, and loving glances. Let's have some fun! Click on the button below to schedule your photo shoot with me. It's quick and easy!
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