InfoTrends study reveals digitally printed wide-format graphics are critical part of marketing mix.
The study, titled "Wide Format Printing: A Critical Element in the Communications Mix", surveyed key decision-makers in organisations in the US that provide digitally printed wide-format graphics and those that purchase wide-format graphics across six industries – advertising media, entertainment/amusement, events, healthcare, hospitality, and retail – concluding that wide-format graphics represents a major opportunity for print service providers.
Among the study's findings were that wide-format graphics are a major component of communications spending, representing a sixth of survey respondents' overall marketing budgets; with 6.5 times as many buyer respondents expecting to increase their wide format spending in the next 12 months than those expecting to decrease it.
Providers of wide-format graphics also reported growth, with respondents reporting volume increases outnumbering those that didn't by 5:1. Previous wide-format market forecasts provided by InfoTrends support these results, with the company expecting the retail value of wide-format printing in North America to increase at a compound annual growth rate of 7.9%, reaching $23.6 billion by 2016.
InfoTrends' study includes the analysis of the key market and communications trends driving purchasing of wide-format digital graphics, insights into the key trends in applications, order volume, frequency and online ordering, evaluation of buyer demands and strategies to reach buyers, and assessment of providers' volume trends, technology use and substrate usage. It also examines products and services that wide-format providers are adding to better service customers and expand.
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Source: Wide-format graphics are a “major opportunity” for print service providers
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