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  "documentTitle": "Project Spiritus Final report Market Study",
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      "text": "Photographers and content creators use a wide range of solutions; lighting is a key component to enhance image quality and consists of flashes and other lights, light shaping tools & accessories as well as software\nLighting solutions constitute approx. 25% of camera equipment spend. Spend tends to increase with a photographer's experience and share of income from photography, and provides opportunities for photographers to enhance the quality of, and differentiate, their work\nSpend on lighting equipment varies significantly between end-users, depending on level of seniority, work performed and client expectations\nChoice of main lighting solution varies by market and type of user – the US shows higher share of continuous, while Japan and China exhibit tendency toward speedlight\nAverage spend per user on camera equipment is ~30 SEKk per year, however this varies by user and increases with share of income from photography and experience\nOn average, lighting equipment is replaced every 3-4 years, but replacement rates can vary depending on the type of end-user\nVarious technological advancements have been emerging in the lighting solutions space likely to create new growth opportunities, such as more powerful LED technology, 3D imaging and wireless connectivity and software solutions\nLighting equipment OEMs have traditionally reached end-users through indirect sales channels, with dealers and rental shops acting as the primary user touchpoint. Supply chain participants all play a key role of influencing the purchase decision making process of the end user and positioning the product in the market",
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