I think it's interesting how Canon are pitching their expensive DSLR cameras at people who want to take a little bit more care over their images. It's likely that such cameras are likely to be bought by people who have relatively higher levels of disposable income. However, income alone is not likely to predict who would want to buy such cameras. This is where psychographic segmentation becomes very useful people whose lifestyles values and attitudes predispose them towards wanting to take high-quality photos will be more likely to be interested and this advertisement focuses on them. 

Canon's need to do this is reflected in the following extract from the annual report of their direct competitor Nikon, who also make high-end DSLRs:

We anticipate negative growth in the fiscal year ending March 2014, due to the growing use of smartphones with camera functions. Over the long term, we see the smartphone market expansion as an opportunity: many people become more interested in photography once they start taking pictures with smartphones. 

Nikon Annual Report 2013

Both firms face competition from smartphones which offer similar functionality to their cheaper compact cameras, but this threat from the micro-environment can also be seen as an opportunity because there are now many more people exposed to photography as an activity and some of them may want to take it more seriously and buy more expensive equipment

Introducing the new TV commercial for the 18 Megapixel, 8fps Canon 7D DSLR camera. Take more than photos, take stories. Find out more about the 7D here: http://bit.ly/1n7djcS