Gender differences still in the picture

November 2008 – Independent research announced today by iStockphoto® has revealed significant variations in the way men and women source imagery for business use.  Nearly 70% of men take their own images compared to 55% of women and while almost half of men commission photography only a quarter of women choose to do so.  Women are more likely to source their imagery from stock photography websites, demonstrating their willingness to shop around when sourcing high quality imagery.

The research, conducted on behalf of iStockphoto by tickbox.net, focused on how SMBs across Britain source imagery (imagery defined as – photography, video, and computer generated imagery or vector graphics) for their business. The findings from the research showed that, despite being more likely to use made-to-measure imagery, one in five male respondents felt their use of imagery was either a ‘distraction’ or a ‘waste of resource’ while women were more likely to feel that their use of imagery reflected their company’s culture and that imagery is a ‘powerful reinforcement of messaging’.

The fact that men don’t feel they are getting value for money is perhaps linked to the fact that women are more likely to spend less than £100 a year on imagery. On the other hand, men outspend women in the £101-£1000 bracket with almost 70% of men falling in this group compared to 50% of women.

Kelly Thompson, Chief Operating Officer at iStockphoto comments, “The right imagery, not overused, or overdone, perfectly illustrates a feeling, a brand or an idea with little explanation needed, and should reduce the need for too many words on a page. Female SMB leaders are demonstrating how smaller companies can use online stock photography as a great way to get professional standard imagery on a budget and tell their stories visually. Perhaps the reason why male respondents are less satisfied with their imagery is that they are more likely to have either done it themselves or overspent.”

Key findings from the research indicate:

Gender divide –

40% of women see imagery as a ‘powerful reinforcement of messaging’ while 20% of men view imagery either as a distraction or as a waste of resource.

Men are more likely to spend more money on imagery than women. 69% of men surveyed spent £101-1000 on imagery, compared to 50% of women.

21% of women spend less than £100 on imagery compared to just 5% of men.

Men are also more likely to source their own imagery in-house or commission it specially. 67% of men take their own images compared to 55% of women and 45% commission photography compared to 24% of women.

Women are more likely to use online stock photography (41% compared to 36.5%)

Other findings –

The baby boomer generation (categorised as those aged 55 or over) were found to be most likely not to use any imagery at all. Nearly 50% of those questioned used no imagery in their business, while Generation Y (categorised as those aged 16-24 years old) are far more likely to use imagery with 94% of those surveyed doing so.

90% of baby boomers source their own images - more than double the percentage of Generation Y who do so (40%).  Generation Y are more likely to obtain their imagery from stock photography websites (46% do so compared to 30% of baby boomers).

Nearly 75% of baby boomers spend £101-1000 a year on imagery – the most common bracket for all SMBs. Nearly half (46%) of Generation Y SMBs spend this amount with 35% spending less than £100. Of the baby boomers that do use imagery, over a quarter require images once every 6 months. Most Generation Y SMBs use imagery every day/2-3 times a week.

90% of SMBs in Wales get imagery from stock photography libraries. This far exceeds the overall percentage of companies doing so (just 39%). In Scotland, 100% of businesses source their own imagery.

Similarly, the east of Britain is far more willing to use video in business materials. 25% of SMBs in the east said they used video compared to just 5% overall.

Reader feedback:

Discuss this story: