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Do
you
use stock
photography
in your work?
Yes
90%
No 10%
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Do
you
use stock
footage in
your work?
Yes
29%
No 71%
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Let’s go to the numbers, generated in a questionnaire
sent to 1200 graphic design firms, advertising agencies and corporate,
institutional and inhouse publishing departments.
 The
pivotal finding in the survey is that 90% of creative professionals
sometimes use stock photography in their work. This benchmark
number is substantially above the average of the past five surveys
and hits the 90% mark for the third straight year. For those
of us who have been observing the stock industry since it was
a mom-and-pop-shop backwater, the ascent of stock visuals into
the communications mainstream and beyond has been fascinating
and fun, and a tribute to amazing entrepreneurs and artists.
But to have survey confirmation for the third year in a row that
stock photo is now used by nine in ten creatives generates shock
and awe.
 In
addition to finding that 90% of creatives use stock photography,
the survey also reveals substantial use of stock illustration
and stock footage. With regard to stock illustration 67% of respondents
said they have licensed it for graphic design and publishing
applications. This is a full five percent above last year’s
total, and the first time the two-thirds percentage has been
breached. Stock footage, whose use jumped significantly last
year, eased back up to 29%, a figure that is significantly higher
than the five year average but consistent with other recent Graphic
Design usa reader surveys showing increased involvement in motion
and interactive projects, from web to television to cinema to
kiosks.
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