a market opportunity assessment - infotrends
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Consumer & Professional Imaging
Next-generation Personalized Printed ProductsA Market Opportunity Assessment
A Mult i -Cl ient Study
A Questex Company
Introduction
The photo merchandise market has exper ienced strong
growth over the last few years with products l ike photo
books, photo calendars and photo cards. Whi le these
more tradit ional photo-centr ic personal ized products
cont inue to del iver sol id growth rates, pr int vendors
must look ahead to new consumer product types that
wi l l bolster unit and revenue growth whi le reta in ing
ex ist ing customers and also cater ing to new buyers.
This “next generat ion” of pr inted products is being
dr iven not only by the creat iv i ty of consumers, but
a lso by advancements in pr int ing and product ion
technologies, developments in software and apps, and
an improved consumer mobi le exper ience. Today, there’s
no shortage of Web-based, pr int on demand solut ions
that a l low creat ive consumers to express themselves in
unique ways. In addit ion, new l inks between phys ica l
products and digita l products are beginning to emerge
that are making the market even more dynamic to
track. Whi le there are growth opportunit ies in many
segments of consumer custom pr inted products,
InfoTrends is focus ing on developments in the fol lowing
categor ies through this research study:
• Custom Printed Cards:
The photo card market has been around for several
years now and is st i l l growing, but the category
is expanding to custom pr inted cards that may or
may not inc lude a photo and are often produced
as s ingle card orders. These custom pr inted cards
are creat ing year-round growth opportunit ies to
supplement tradit ional Hol iday card orders.
• Custom Stationery:
The stat ionery market is huge in the U.S. and
is r ipe for trans i t ioning to digita l pr int ing. The
addit ion of a personal photo, a stock photo,
or even custom text on i tems l ike notepads,
notebooks and journals makes these products
attract ive to consumers as a way to personal ize
everyday products. Personal contact cards (s imi lar
to business cards but with personal information)
are a lso becoming increas ingly popular as a way
for consumers to provide contact information
with a personal touch.
• Photo-Based Wall Décor:
Photo products that hang on the wal l such as
posters and framed pr ints are st i l l popular,
but the market is evolv ing into products such
as canvas pr ints , photo panels made out of
everything from wood to metal , and cutout
wal l decals . Many of these products can also be
arranged and mounted in different ways that
make them stand out.
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
With the new “Next-Generat ion Personal ized Pr inted
Products” study, InfoTrends provides valuable and
re levant information on this market to c l ients through
detai led research that ident i f ies and prof i les buyers
and non-buyers, study interest levels and needs,
examines workf low issues and the creat ive process,
looks at the impact of pr ic ing, and more. The study
a lso provides market s ize est imates and forecasts for
the card, stat ionery, inv i tat ions/announcements, and
wal l décor categor ies. As a B2C only study, i t does
not focus on custom pr inted promotional products,
nor does i t focus on the opportunity for “content
owners” to generate revenue from this l ine of
business. I t does, however, offer an “add-on survey”
of SMB marketers that focuses on their development
and use of photo-centr ic promotional and publ ishing
mater ia l . Read on for more detai ls .
Project Objectives
This study is des igned to provide both technology
vendors and serv ice providers with information that
wi l l help them to better understand the market for
the next generat ion of products, and to develop
product and market ing strategies that wi l l a l low them
to grow their bus inesses.
I t wi l l :
• Examine and prof i le buyers of next-generat ion
personal ized photo products and analyze their
product preferences, buying patterns, and unmet
needs:
o Demographics
- Gender, age, household income, ethnic i ty
o Photo behavior
- DSC vs. mobi le, photo act iv i ty
o Purchase behavior
- Types of purchases
- Frequency of purchases
- Average order s ize
o Sources of image content (F l ickr, P icasa,
Instagram, Facebook, P interest , etc…)
o Creat ive / des ign tool requirements:
- Templates
- Col laborat ion tools
- Average order complet ion t imes
o Qual i ty requirements
o Differences in buying behavior by channel
- Onl ine
- Retai l
- ”Do- i t -yourself” at home
- Impact of convenience, se lect ion of
templates, etc…
o Pr ice sens i t iv i ty
o Var iat ions in behavior by occas ion
- Gift ing
- Self-use
- L i fe-events
• Examine the impact of smartphones and tablets
on the des ign and development of these products
o Are mobi le devices changing greet ing card
behavior, and i f so how?
o How quickly are mobi le photo merchandise
apps being adopted?
- Postagram, Paper less Post , Keepsy,
CanvasPop, Hatchcraft , iVoke, MoPho, etc.
o Pros and cons of apps and mobi le web browser
creat ing and order ing
o Use of mobi le browsers or apps for creat ing and
order ing photo books
• Consider the re lat ionship between “digita l
products” and “pr inted products” among
consumers
o Which products wi l l be replaced by digita l
means, and which ones wi l l not?
o In what cases wi l l d ig i ta l products and pr inted
products complement one another?
o What web s i tes are being used to create these
d ig i ta l products?
o For what occass ions wi l l people use digita l
products?
• Develop U.S. consumer market s ize and forecast
f igures (units , revenue, ASP) by product categor ies,
inc luding:
o Custom pr inted cards
o Custom stat ionery
o Photo-Centr ic Wal l Décor
• Prof i le key serv ice providers and industry players
Market ResearchDesk Research
InfoTrends leverages previously publ ished research i t
has conducted as part of i ts ongoing analys is of the
photo merchandise category and re lated markets. We
also ut i l ized a var iety of secondary sources that inc lude
but are not l imited to:
• Industry trade associat ions
• Publ ished industry reports
• Web s i tes
• Research reports
Consumer Survey
InfoTrends conducted a structured web-based survey
of U.S. consumers, with 3,974 qual i f ied part ic ipants
balanced by age ( teens and up) and gender. Of these,
1,688 were ident i f ied as personal ized pr inted 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 SupplementWhile the report’s main research focus was on short-
run, 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 mini-
project 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
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 DeliverablesThere is an extens ive analys is of the desk research,
in-depth interv iews and structured survey for the main
project to develop a comprehensive understanding of
the opportunit ies and issues in the market for next-
generat ion personal ized pr inted products.
Cl ients wi l l receive the fol lowing:
• A written report detai l ing key f indings with
recommendat ions and vendor prof i les
• PowerPoint summary s l ides
• Data cross tabulat ions from the consumer survey
for addit ional analys is of key market segments
• Opt ional on-s i te presentat ion
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 connect ion with the proposed study, no
l iabi l i ty can be accepted by InfoTrends for the results
of any act ions taken by the c l ient in connect ion with
such information, opinions, or advice.
Copyrights
InfoTrends reta ins a l l copyr ights. The reproduct ion of
any mater ia ls i s prohibited without written consent
from InfoTrends.
Confidentiality
InfoTrends wi l l use i ts best efforts to ensure that any
conf ident ia l information obtained about the c l ient
and i ts bus iness dur ing the course of the proposed
study is not, unless agreed otherwise in advance,
d isc losed to any third party without the pr ior wr i t ten
permiss ion of the c l ient. InfoTrends reta ins the r ight
to re-use any non-propr ietary information as part of
i ts ongoing analys is of the industry.
Authorization FormNext-Generation Personalized Printed Products - A Market Opportunity Assessment
Subscribe Today!
For more information on the study or how to order, p lease send an e-mai l to sa les@infotrends.com
Please enter my order as fol lows ( fax completed form to +1 781 616 2121)
Subscriber Rate
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Subscription includes:
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PowerPoint Presentat ion x
Data Tabulat ions
Subscr ibers may a lso add the fol lowing opt ions:
*SMB Photo Supplement $6,000
On-s i te Presentat ion (1/2 day) $2,000 (+ travel )
*Supplement pr ic ing assumes purchase of the main study
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We provide research, analys is , forecasts , and advice to help c l ients
understand market trends, ident i fy opportunit ies, and develop strategies
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