If you have a store where you sell cameras or are planning to start one, then you’re probably wondering who your target market is.

The target market for cameras can be broken down into different groups like hobbyists, professional photographers, and everyday consumers.

Each of these groups has different needs and wants when it comes to cameras.

In this article, we will take a closer look at each of the segments of the target market for cameras and discuss what they are looking for in a camera.

Who Is The Target Market for Cameras?

To best understand the target market for cameras, we need to first understand the reasons why people buy cameras and replace old ones with new ones.

By understanding people’s motivations for buying a certain camera, we can divide this market into customer segments and study each segment on its own.

This needs-based segmentation allows manufacturers of cameras to create products that are useful to their target audience and for retailers to carry products that people are willing to buy.

Such a market analysis gives us these main segments of the camera market:

  1. Photography hobbyists
  2. Commercial photographers
  3. Photojournalists
  4. Scientific photographers
  5. Everyday consumers

Let’s now take a close look at each of these segments.

#1 – Photography hobbyists

Hobby photographers are a broad target market for cameras. They can be anyone from amateur photographers who take pictures for fun to semi-pro photographers who make some money on the side by selling their photos.

The type of camera that hobbyists are looking for will depend on their level of experience and what type of photography they enjoy.

For instance, a beginner photographer who likes to take pictures of nature will have different needs than a professional photographer who takes pictures of weddings.

Some features that all hobbyists look for in a camera are:

  • Ease of use: The best cameras for hobbyists are those that are easy to use and don’t require a lot of technical knowledge to operate.
  • Portability: Hobbyists often like to take their cameras with them when they travel or go on nature hikes, so they need a camera that is easy to carry around.
  • Affordable: Since hobbyists are not professional photographers, they usually don’t have a lot of money to spend on a high-end camera. They need something that is affordable but still takes good quality pictures.

#2 – Commercial photographers

Commercial photographers are those who take pictures for a living and are key players in the market for photography. They often work in advertising, fashion, or product photography.

Because commercial photographers need to produce high-quality images, they usually invest in higher-end cameras that have advanced features such as:

  • Manual controls: Commercial photographers need to be able to have full control over their camera settings to be able to get the perfect shot.
  • High resolution: The pictures that commercial photographers take need to be of very high quality, so they need a camera with a high-resolution sensor.
  • Fast shutter speed: Commercial photographers often need to take pictures of fast-moving objects, so they need a camera with a fast shutter speed.
  • Interchangeable lenses: Commercial photographers often need to use different lenses for different types of photography, so they need a camera with interchangeable lenses.

#3 – Photojournalists

Photojournalists are those who take pictures for the news. They often work in war zones or areas of political unrest.

Because photojournalists need to be able to take pictures quickly and in difficult conditions, they usually invest in higher-end cameras that have advanced features.

Most of these features are similar to those used by commercial photographers except that photojournalists also need:

  • Durable body: The camera needs to be able to withstand tough conditions and be resistant to damage.
  • Fast shutter speed: This is necessary for taking pictures of fast-moving objects or people in action.
  • Long battery life: Photojournalists often work in conditions where there is no power source, so they need a camera with long battery life.

#4 – Scientific photographers

Scientific photographers are also a target market for cameras.

Scientific photography involves taking pictures of things that are too small or too far away to be seen with the naked eye.

This type of photography is often used in research and development or for medical purposes.

Scientific photographers usually need:

  • High magnification: This allows them to take pictures of very small objects.
  • Long focal length: This allows them to take pictures of objects that are far away.
  • High resolution: This is necessary for taking clear pictures of small objects.
  • Specialized software: This helps them to process and analyze the images they have taken.

#5 – Everyday consumers

Everyday consumers are perhaps the largest segment of the target market for cameras.

They are those who take pictures for personal enjoyment and to capture memories.

Most everyday consumers want a camera that is:

  • Easy to use: They don’t want to have to learn how to use a complicated camera.
  • Affordable: They don’t want to spend a lot of money on a high-end camera.
  • Compact: They want a camera that is easy to carry around.
  • Takes good quality pictures: They want a camera that takes clear and sharp pictures.

The majority of cameras on the market are designed with these everyday consumers in mind.

They usually just use the cameras that are on their smartphones. Modern smartphones now have very good cameras that can take high-quality pictures.

So, even though there is still a large market for stand-alone cameras, the target market is shifting towards those who use smartphones.


The target market for cameras includes the following segments: Photography hobbyists, Commercial photographers, Photojournalists, Scientific photographers, and Everyday Consumers.

Each of these segments has different needs and wants and looks for different features and functionality in a camera that they purchase.

Understanding these needs and designing cameras to satisfy these needs is critical for any camera manufacturer. Similarly, a camera shop needs to know which of these segments it serves and which it does not.

Accordingly, it needs to carry those cameras that its target segments are most likely to buy.