Next-generation Personalized Printed Products A Market Opportunity Assessment

Transcription

1 A Questex Company Next-generation Personalized Printed Products A Market Opportunity Assessment Consumer & Professional Imaging A Multi-Client Study

2 N e x t - G e n e r a t i o n P e r s o n a l i z e d P r i n t e d P r o d u c t s Introduction The photo merchandise market has experienced strong growth over the last few years with products like photo books, photo calendars and photo cards. While these more traditional photo-centric personalized products continue to deliver solid growth rates, print vendors must look ahead to new consumer product types that will bolster unit and revenue growth while retaining existing customers and also catering to new buyers. This next generation of printed products is being driven not only by the creativity of consumers, but also by advancements in printing and production technologies, developments in software and apps, and an improved consumer mobile experience. Today, there s no shortage of Web-based, print on demand solutions that allow creative consumers to express themselves in unique ways. In addition, new links between physical products and digital products are beginning to emerge that are making the market even more dynamic to track. While there are growth opportunities in many segments of consumer custom printed products, InfoTrends is focusing on developments in the following categories through this research study: Custom Printed Cards: The photo card market has been around for several years now and is still growing, but the category may not include a photo and are often produced as single card orders. These custom printed cards are creating year-round growth opportunities to supplement traditional Holiday card orders. Custom Stationery: The stationery market is huge in the U.S. and is ripe for transitioning to digital printing. The addition of a personal photo, a stock photo, or even custom text on items like notepads, notebooks and journals makes these products attractive to consumers as a way to personalize everyday products. Personal contact cards (similar to business cards but with personal information) are also becoming increasingly popular as a way for consumers to provide contact information with a personal touch. Photo-Based Wall Décor: Photo products that hang on the wall such as posters and framed prints are still popular, but the market is evolving into products such as canvas prints, photo panels made out of everything from wood to metal, and cutout wall decals. Many of these products can also be arranged and mounted in different ways that make them stand out. is expanding to custom printed cards that may or

3 With the new Next-Generation Personalized Printed Products study, InfoTrends provides valuable and relevant information on this market to clients through detailed research that identifies and profiles buyers and non-buyers, study interest levels and needs, examines workflow issues and the creative process, looks at the impact of pricing, and more. The study also provides market size estimates and forecasts for the card, stationery, invitations/announcements, and wall décor categories. As a B2C only study, it does not focus on custom printed promotional products, nor does it focus on the opportunity for content owners to generate revenue from this line of business. It does, however, offer an add-on survey of SMB marketers that focuses on their development and use of photo-centric promotional and publishing material. Read on for more details. Project Objectives This study is designed to provide both technology vendors and service providers with information that will help them to better understand the market for the next generation of products, and to develop product and marketing strategies that will allow them to grow their businesses. It will: Examine and profile buyers of next-generation personalized photo products and analyze their product preferences, buying patterns, and unmet needs: o Demographics - Gender, age, household income, ethnicity o Photo behavior - DSC vs. mobile, photo activity o Purchase behavior - Types of purchases - Frequency of purchases - Average order size o Sources of image content (Flickr, Picasa, Instagram, Facebook, Pinterest, etc ) o Creative / design tool requirements: - Templates - Collaboration tools - Average order completion times o Quality requirements o Differences in buying behavior by channel - Online - Retail - Do-it-yourself at home - Impact of convenience, selection of templates, etc o Price sensitivity o Variations in behavior by occasion - Gifting - Self- use - Life- events Examine the impact of smartphones and tablets on the design and development of these products o Are mobile devices changing greeting card behavior, and if so how? o How quickly are mobile photo merchandise apps being adopted? - Postagram, Paperless Post, Keepsy, CanvasPop, Hatchcraft, ivoke, MoPho, etc.

4 o Pros and cons of apps and mobile web browser creating and ordering o Use of mobile browsers or apps for creating and ordering photo books Consider the relationship between digital products and printed products among consumers o Which products will be replaced by digital means, and which ones will not? o In what cases will digital products and printed products complement one another? o What web sites are being used to create these digital products? o For what occassions will people use digital products? Develop U.S. consumer market size and forecast figures (units, revenue, ASP) by product categories, including: o Custom printed cards o Custom stationery o Photo-Centric Wall Décor Profile key service providers and industry players Market Research Desk Research InfoTrends leverages previously published research it has conducted as part of its ongoing analysis of the photo merchandise category and related markets. We also utilized a variety of secondary sources that include but are not limited to: Industry trade associations Published industry reports Web sites Research reports Consumer Survey InfoTrends conducted a structured web-based survey of U.S. consumers, with 3,974 qualified participants balanced by age (teens and up) and gender. Of these, 1,688 were identified as personalized printed product buyers based on the fact that they had purchased these products in the past year. The remaining 2,286 respondents were non-buyers who had not purchased these products in the past year. Vendor Interviews InfoTrends conducted a dozen personal interviews with key vendors in the personalized printed products market, from mainstay companies generating substantial volumes to emerging niche players (i.e. Moo, Minted, Mixbook, Pinhole Press, etc ) The purpose of these vendor interviews was to size the market, profile the competitive landscape, consider the trajectory for mass customization, and identify any emerging trends. SMB Photo Supplement While the report s main research focus was on shortrun, B2C personalized printed products, InfoTrends also addressed how small, micro, and home-based businesses are generating photo-centric promotional and publishing pieces through its SMB Photo Supplement. This miniproject is based on InfoTrends 2009 Business Applications for Photo Publishing Study, and examines through survey research with marketers how the B2B photo category has evolved. We look at what applications are being printed and how, which applications are growing and which ones

5 are shrinking, and what volumes are being generated. InfoTrends surveyed 499 SMB marketers and/or decision makers across key vertical industries. We tabulated, charted and analyzed the findings as part of a PowerPoint supplement to the main report. Analysis and Project Deliverables There is an extensive analysis of the desk research, in-depth interviews and structured survey for the main project to develop a comprehensive understanding of the opportunities and issues in the market for nextgeneration personalized printed products. Clients will receive the following: Copyrights InfoTrends retains all copyrights. The reproduction of any materials is prohibited without written consent from InfoTrends. Confidentiality InfoTrends will use its best efforts to ensure that any confidential information obtained about the client and its business during the course of the proposed study is not, unless agreed otherwise in advance, disclosed to any third party without the prior written permission of the client. InfoTrends retains the right to re-use any non-proprietary information as part of its ongoing analysis of the industry. A written report detailing key findings with recommendations and vendor profiles PowerPoint summary slides Data cross tabulations from the consumer survey for additional analysis of key market segments Optional on-site presentation Terms and Conditions Liability for Advice Although reasonable efforts have been made by InfoTrends to ensure the completeness and accuracy of the information contained in written and oral reports in connection with the proposed study, no liability can be accepted by InfoTrends for the results of any actions taken by the client in connection with such information, opinions, or advice.

6 Authorization Form Next-Generation Personalized Printed Products - A Market Opportunity Assessment Subscribe Today! For more information on the study or how to order, please send an to sales@infotrends.com Please enter my order as follows (fax completed form to ) Subscriber Rate Subscription includes: Written report PowerPoint Presentation Data Tabulations $10, 995 x x x Subscribers may also add the following options: *SMB Photo Supplement $6,000 On-site Presentation (1/2 day) $2,000 (+ travel) *Supplement pricing assumes purchase of the main study Purchase order number Signature Name Title Company Address City, State, Zip Country Telephone the completed form to sales@infotrends.com or fax to

7 InfoTrends is the leading worldwide market research and strategic consulting firm for the digital imaging and document solutions industry. We provide research, analysis, forecasts, and advice to help clients understand market trends, identify opportunities, and develop strategies to grow their businesses. consumer & professional imaging Headquarters U.S. 97 Libbey Industrial Parkway Weymouth, MA USA Europe InfoTrends Ltd 960 Capability Green Luton, Bedfordshire United Kingdom, LU1 3PE Phone: +44 (0) Japan Ebisu IS Bldg. 8F Ebisu, Shibuya-ku Tokyo Japan info@infotrends.co.jp