This week, Polylooks unveiled findings of its study into the UK’s creative industry’s collective understanding of how they can use photos from the Web – and it makes worrying reading! We found that more than a third of UK creative professionals – publishers, PR people, marketers, etc – use Internet images without consent – and four in five (81 per cent) of those don’t feel guilty about doing so.
Digital rights are a really hot topic right now, and when a photographer or artist submits their work to a microstock site for people to use online they do so to either earn money, to showcase their work, or both. This is being undermined largely by a widespread misunderstanding over how and where images can – or can’t – be used. For example, only 21 per cent correctly identified the definition of ‘royalty free’, with nearly half (44 per cent) believing it meant they could use the image without paying for it. In fact, users must purchase the image and then are able to use it with certain restrictions. Additionally, only 16.5 per cent knew what ‘rights managed’ meant. The survey unveiled that these creative professionals have control over image-buying budgets, despite their lack of knowledge of how to legally use them.
Norbert Weber, Product Manager at Polylooks, said of the findings: “There is still a great deal of confusion when it comes to using photos or illustrations that photographers and artists have made available for sale online. Many people who should be paying for the right to use images are not doing so due to a lack of understanding on industry rules and terminologies. Some 85 per cent of creative professionals are not familiar with the term ‘microstock’, which presents stock image providers like Polylooks with a challenge. Is it time we redefined what we offer?”
Other key findings from the survey include:
· 81.4 per cent of creative professionals that have used an image without paying for it did not feel guilty
· 44 per cent legally download between one and five pictures each month, while seven per cent buy more than 11 stock images each month
· Nearly half (48 per cent) do not have a microstock image budget but five per cent spend in excess of £100 each month on images
Do you use microstock sites? Do these findings surprise you? Get involved in the debate, we’d love to hear your views.
*Survey of 200+ UK-based marketing, PR and publishing professionals conducted online throughout November 2009
We recently ran a competition via our blog and Twitter offering the chance to win two return tickets to Paris on the Eurostar to people in the creative industries who filled in our digital image rights survey. We received more than 200 responses which produced excellent data. But there can only be one lucky winner and we’re delighted to announce that it’s Andrew Ashworth, marketing director of Cambridge-based design and marketing agency, Adrenaline Creative!
Andrew said: “Paris is one of my favourite cities so any excuse to go has to be snapped up. I am really excited that I have won the trip and intend to do the self-indulgent stuff that I wouldn’t do with my young children in tow – i.e. spend lots of time in art galleries and bars, and stay out late! Thanks to all at Polylooks.”
Polylooks would like to thank everyone that took part in the survey. We’ve got some really interesting insight which we’ll be unveiling soon on the very important matter of how UK creatives use – and abuse – images from the Internet, so watch this space!
Bonne vacance, Andrew!
Polylooks is offering you an early present to get you in the Christmas mood. Stock image users have the opportunity to pick up Apple iPods this Christmas with our special microstock purchase offer. If you’re looking to buy photos online this month, go to www.polylooks.co.uk. We’ve got around a quarter of a million stock photos and illustrations available for download and, if you’re buying in bulk, customers who buy a 200-credit package will receive a FREE 2GB iPod Shuffle with their purchase. And those who buy a 500-credit package will receive a FREE 16GB iPod Nano!
The process couldn’t be easier. Simply log on to Polylooks.co.uk, register (if you’re a new user) and make your image credit purchase. Then, email us with your username and postal delivery address at email@example.com with the subject “My iPod delivery”. We will verify your claim and reply with a confirmation email. Your iPod will then be posted to you straight away!
Not only will you have plenty of microstock credits to use for your publication, website or promotional materials, but you’ll also have a timely gift delivery, for yourself or a loved one.
So, if you’re surfing for bargains online this Christmas, add Polylooks image credits to your list, log onto Polylooks.co.uk and get shopping!