TIPA Poll Shows Influence of Awards & Media on Photography Purchases

TIPA Poll Shows Influence of Awards & Media on Photography Purchases


Madrid, Spain—The Technical Image Press Association (TIPA) recently polled photographers on several topics. The TIPA poll asked photographers about their purchases of photographic products during 2022 as well as their awareness and the importance of awards the products received from various organizations.

In addition, it asked photographers how peer opinion and publication test reports influenced their purchasing decisions.

TIPA Poll Findings

While 2022 had its marketing challenges, according to the survey, more than 60% of all respondents purchased photographic goods, products and services in the last year.

Which of these awards for photographic equipment are you aware of?


In terms of award influence and awareness, a full 47% indicated the TIPA World Awards as most influential. This makes it the top choice among branded award organizations. As to the influence and importance of awards, 87% of respondents said that awards were important in forming their purchasing decisions.

Furthermore, the role of photographic publications, online and in print, was also addressed in terms of other decision-making factors. The survey showed a weighting of at least 50% among each of three information sources: reports on product tests, reviews, and expert recommendations. Based on the poll, TIPA asserts the findings reinforce the importance of online and print photo-imaging-related publications in creating a vibrant market for imaging products and services.

Survey respondents were also queried about where they had seen award logos in concert with editorial, advertising or packaging. The majority, 76%, mentioned online, which includes readership of editorial from magazines repurposed for online viewing. Moreover, 39% indicated print magazines, 32% indicated product advertising, with 13% logo awareness on product packaging.

“In all, the survey reinforces the strong influence of awards and expert media coverage of photographic and imaging product purchases by amateur, enthusiast and professional consumers, a combination that in essence defines TIPA member publications and the TIPA World Awards program,” the organization concluded.