PicMonkey Audience

Part
01
of three
Part
01

PicMonkey Audience - Independent Realtors

The average independent realtor in the United States is a 54-year-old married female. These professionals are likely to attend a few real estate related events every year such as the Realtors Trade Expo, the Realtors Conference & Expo, and the Realtor Broker Summit. They are also likely to consume media from industry related sources including REALTOR Magazine. Below we have presented a detailed overview of our research strategy, any assumptions we have made, and the findings from our research.

METHODOLOGY

We began our research by looking for the definition of an independent realtor to get a better understanding of the profession. According to an article on ways to become an independent realtor published by BizFluent, such individual is required to be a member of the National Association of Realtors (NAR). It was corroborated by other sources. Using this information, we searched for any demographic data on the gender and age of the average realtor. As reported by the NAR, more than three-fourths (86%) of the 1,368,530 members are independent contractors, over half are female, and the median age is 54. Since the majority of realtors operate as independent contractors, we assumed that the typical independent realtor is 54 years of age and female. We also found the 2018 Member Profile from the NAR that is behind a paywall but may contain useful information on this subject.

Next, we searched for events that individuals in this profession usually attend. We reviewed multiple industry-related publications, however, most only mentioned the conferences that the NAR organizes. Therefore, we explored the official website of the NAR where we discovered a list of relevant meetings. We decided to include those that appeared to involve the most compelling topics and information and are likely to be frequented by independent realtors. We then searched for the media and publications that realtors may consume. During our research, we found Realtor Magazine, which is a publication from the NAR, and REALTORS® Economists’ Outlook, a blog that is updated by the NAR. Afterward, we searched through online blogs and articles for an existing list of publications used by realtors.

On Hubspot, we were able to locate a list of real estate sites and observed Realtor.com, which is licensed by the NAR. In total, we found three media sources that realtors may consume. Finally, we searched through industry-specific publications and general news articles such as Realtor Magazine, Realty Times, Forbes, CNBC, and PRNewswire for any indication that independent realtors use photo editing software. On Realtor Magazine, we came across an article containing advice on photo editing, a statement from a realtor concerning the use of editing software, and a quote from the REALTORS® Code of Ethics. With this information, we concluded that realtors do use photo editing software. To ensure that no further information is available on the ways realtors use the software, we searched for relevant case studies and reports. Nonetheless, the only data we found was on how realtors use their digital cameras, as well as statistical information.

INDEPENDENT REALTORS DEMOGRAPHICS

AGE

The median age for realtors, including independent realtors, is 54 years.

GENDER

As reported by the National Association of Realtors (NAR), around 63% of independent realtors are female.

MARITAL STATUS

According to the blog Economist Outlook, more than two-thirds (70%) of independent realtors in the United States are married.

EVENTS/CONFERENCES

1) REALTORS® Trade Expo: The event occurs in Washington, D.C., and involves leading companies in the real estate industry showcasing their most recent services and products.
2) REALTOR® Broker Summit: The summit, which lasts for two days, takes place in Austin, Texas. Realtors have the opportunity to share insights, learn brand-new practices, and network with real estate brokers, professionals, and entrepreneurs.
3) REALTORS® Conference & Expo: This particular conference, which spans four days, occurs in San Francisco each November. It serves as the largest event for realtors and allows them to discover new tactics and solutions. While there, realtors can also locate products and services that could assist them in developing their business.
4) REALTORS® Legislative Meetings & Trade Expo: The expo takes place in Washington, D.C. Here, NAR members are able to take part in advancing the real estate business, the association, and public policy.

MEDIA

1) REALTOR Magazine: This source serves as the official magazine for the National Association of Realtors. It provides recent best practices, trends, and insights concerning the real estate industry.
2) Realtor.com: The site presents lists of properties on sale, tools and resources for homeowners, and other essential information related to real estate.
3) REALTORS® Economists’ Outlook blog: This site offers statistics and data on the housing market, along with expert advice and opinions by members of NAR.

PHOTO EDITING SOFTWARE

According to Realtor Magazine, independent realtors utilize photo editing software for marketing/advertising. They may use it to align a shot that is crooked, balance color to appear more natural, or intensify underexposed images. Realtors can also employ photo editing software to conceal repulsive power cords. However, realtors are advised to guarantee that their photographs still correctly represent the property they are trying to sell. It is recommended that they avoid retouching images to hide vital repair issues or property imperfections. Daniel Rothamel, a realtor, states that he does not alter the part of his photos that displays "a permanent item, fixture, or problem."

Part
02
of three
Part
02

PicMonkey Audience - Interior Designers

There are an estimated 57,070 interior designers operating in the US with an average age of 44 years. 66% are female and 34% are male with an estimated 68% that are married or have previously been married. The typical events or conference attended by interior designers in the US are Home furnishing, Commercial Design & Leadership Experiences. Their media consumption are mainly websites, social media, and online forums.

RESEARCH STRATEGY

The team search through government databases, interior designers associations, media articles, and news reports for any information concerning the interior design industry in the US and specifically its demographical data. The research was successful as we found information on age, gender, typical events, media consumption and the use of editing software. Unfortunately, marital status data was not publicly available. Age demographic data was broken down into 6% are below 25 yrs, 23% are 25-34 years, 20% are 35-44 yrs old, and 25% are 55+ years old. In order to present the marital status of interior designers in the US, we search the average age of married people in the US. The U.S. Census Bureau stated that the age of first marriages for women in 2017 was 27.4 years and 29.5 years old for men. With this data and the age demographics breakdown, we were able to provide the estimated marital status of interior designers in the US as 68% that have been married. (23% are 25-34 years + 20% are 35-44 yrs old + 25% are 55+ years old).

OVERVIEW OF INTERIOR DESIGNERS

  • There is an estimated 57,070 interior designers employed in US.
  • There are 65% full-time interior designers and 35% are part-time interior designers.
  • States with the highest employment level in interior designers are California, New York & Texas.
  • The locations with the highest concentration of Interior Design graduates are New York, NY, San Francisco, CA and Sanford, FL.
  • The average earnings of an interior designer in the US are $56,324.

DEMOGRAPHICS OF INTERIOR DESIGNERS

AGE

  • The average age of an interior designer is 44 yrs.
  • 6% are below 25 yrs, 23% are 25-34 years, 20% are 35-44 yrs old, and 25% are 55+ years old.

GENDER

  • 66% are female and 34% are male.
  • 89.7% of interior design graduates are female.

ETHNICITY

  • The most common race or ethnicity in interior design graduates are White followed by Hispanic or Latino & Black or African American.
  • The most common race/ethnicity and gender combination for interior design graduates in the US are White Female & Hispanic or Latino Female.

MARITAL STATUS

According to the most recent estimates from the U.S. Census Bureau, the average age of first marriage for women in 2017 was 27.4 years. For men, it’s slightly higher at 29.5 years.
There is 23% of interior designers aged 25-34 years old, 20% are 35-44 yrs old, and 25% are 55+ years old, therefore we conclude that 68% that have been married or are married.

TYPICAL EVENTS/CONFERENCES

  • Home furnishing: The High Point Market is the largest furnishing industry trade show in the world, drawing more than 75,000 people to High Point, North Carolina. It takes place every six months.
  • Commercial Design Events: NeoCon which is the world’s leading platform and is one of the most important events of the year for the commercial design industry.
  • Leadership Experience Events:The Leadership Experience conducted by ASID (EXP) is the ultimate event for design specialists of all career stages, from experienced professionals to upcoming achievers.

MEDIA PLATFORMS

  • Websites: 93% of interior designers use websites
  • Social media platforms: 75% use social media platforms. Among the social media platforms used by interior designers, Facebook (75%) is by far the preferred platform, followed by Instagram (65%), Houzz (56%), LinkedIn (51%) and Pinterest (43%).
  • Online forums: One of the most popular forums used by interior designers in the US is the American Society of Interior Designers with 13,500 design members.

PHOTO EDITING SOFTWARE — INTERIOR DESIGNERS

  • Interior designers typically use editing software for anything from digital mood boarding to virtual consultation. Interior designers can use editing software for a color sample, walk through home renovations and allowing a preview of objects in 3D with increased reality.
  • Editing software such as Adobe Photoshop helps interior designers to produce impressive plan renderings, day and night effects, texture effects, etc.

USE OF EDITING SOFTWARE FOR INTERIOR DESIGNERS

  • It provides ease of use for interior designers.
  • Can be used to create successful projects or presentations.
  • Interior designer can do plan rendering in Photoshop.
  • An interior designer can see both day and night effects of any structure using editing software.
  • Interior designers can create an image of essential objects like furniture by using editing software.
  • Can create unique digital paintings that are extensively used for interior design.
  • A Text effect can be used to create a logo for the designer’s project file.
  • The software can be used to create different finishes, textures, and wallpapers on interior designs.
  • Modifying or cleaning up interior surfaces and walls.
  • Changing the color characteristics of the interior.

Part
03
of three
Part
03

PicMonkey Audience - People in the make up/beauty/style space

Women comprise the largest pool of workers in the beauty industry, recording an estimated percentage of 90.1%, while their average age is 38.9 years. Hairstylists, hairdressers, and cosmetologists contribute to 79.7% of the total workers in the beauty industry

Research METHODOLOGY

In order to establish the basic demographics regarding people working in the makeup/beauty/style industry in the US, as well the details related to their use of photo editing tools, we commenced our research by scanning through credible software databases such as Softonic, CNET, Wondershare, Digital Trends, and G2 Crowd. We wanted to determine whether these software review websites compiled any list describing the photo editing applications used by professionals working in the beauty/ style/ makeup industry. Unfortunately, our research did not yield any relevant data regarding the subject under investigation. The only relevant data that we were able to obtain was related to the review of individual software used in the make-up/ beauty industry.

We decided to extend our research through popular and credible beauty/ fashion magazines including Allure, Vogue, Elle, Harper's, InStyle, Marie Claire, and Cosmopolitan among others. Our objective was to establish whether we could find any featured content related to the software used in the beauty industry. Unfortunately, this search also failed to bear any fruits.

We decided to expand the scope of our research and focus on any relevant content published beyond the recommended two-year time frame that our team of researchers takes into consideration in our efforts to ensure that we provide up-to-date information. This strategy enabled us to obtain an article published in 2016 that detailed how makeup artists rely on photo editing in their business operations. However, the article did not name any photo editing software that makeup artists use in their work. Therefore, we decided to rely on relevant data that we found describing the top photo editing software as well as the best photo editing software for picture captured using DSLR cameras.

DEMOGRAPHICS OF BEAUTY INDUSTRY WORKERS

In the US, employees in the beauty industry are primarily employed to work in beauty salons. According to data from Data USA, there are 712,561 people working in beauty salons across the US. 79.7% of these workers are hairdressers, hairstylists, and cosmetologists. An estimated 641,691 or 90.1% of beauty salon workers are female. Additionally, the average age of beauty salon workers in the US is 38.9 years while the average annual salary of beauty salon workers is $24,443.00.

DEMOGRAPHICS OF HAIRDRESSERS, HAIRSTYLISTS, COSMETOLOGISTS

There are 588, 363 hairdressers, hairstylists, and cosmetologists in the US according to Data USA. The average age of this particular workforce in the US is 39.2years. Among employees working in this segment of the beauty industry, the average age of male hairdressers, hairstylists and cosmetologists are 45.1 while the average age of female hairdressers, hairstylists and cosmetologists are 38.6. Considering the ethnicities of the professionals working in this industry, 73.4% are White, 11.3% are African American, and 6.5% are Asians.

TYPICAL EVENTS/CONFERENCES for PEOPLE IN THE makeup/BEAUTY/STYLE SPACE ATTENDS

Based on events scheduled in Events Brite and Events in America, the typical events that are common in the beauty industry includes makeup shows, trade shows, makeup seminars, beauty shows, etc. The International Make-Up Artist Trade Show (IMATS), is the largest makeup trade show in the beauty industry. In 2019, the events scheduled for IMATS included one in January in Los Angeles, another in April in New York, another in May in London and another in September in Toronto.

TOP BEAUTY MAGAZINES

The top beauty magazines consumed by people in the makeup/beauty/style space in the U.S. include:
  • New Beauty Magazine which has 308,723 Facebook fans and 65,589 Twitter followers.
  • Beauty Launchpad Magazine with a total of 236,711 Facebook fans and 29,722 Twitter followers.

TOP BEAUTY FORUMS

The top beauty forums where enthusiasts in the beauty industry engage and interact include:
  • QVC Forums that has 2,988,813 Facebook fans and 144,524 Twitter followers.
  • MakeUp talk that has 330,827 Facebook fans and 7,865 Twitter followers.
  • Beauty Brains Forum that has 9,019 Facebook fans and 13,480 Twitter followers.
Sources
Sources

From Part 01
Quotes
  • " The term "Realtor" designates a member of the National Association of Realtors. In order to use this term, the agent must join the association and pay dues each year."
Quotes
  • "You don’t want to change a house so much that it has a negative impact when a buyer comes to see the property"
  • "REALTORS® shall be honest and truthful in their real estate communications and shall present a true picture in their advertising, marketing, and other representations."
  • "Daniel Rothamel, ABR, a buyer’s agent and manager with Strong Team, REALTORS®, in Palmyra, Va., has a general rule: If it’s a permanent item, fixture, or problem—or something that’s not easily remedied—then don’t change it in the photographs."
From Part 02
Quotes
  • "The locations with the highest concentration of Interior Design graduates are New York, NY, San Francisco, CA and Sanford, FL. The locations with a relatively high number of Interior Design graduates are Fountain Hills, AZ, Franklin, TN and Lakewood, OH. The most common degree awarded to students studying Interior Design is a Bachelor's Degree."
Quotes
  • "Nearly 80% of professional interior designers are active on social media. Yet among those designers using social media, only 17% rate social media as very effective in promoting their business."
  • "Among social-media using interior designers, Facebook (75%) is by far the preferred platform, followed by Instagram (65%), Houzz (56%), LinkedIn (51%) and Pinterest (43%)."