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Instant Gratification Gives Home Photo Printing Market Staying Power

(Weymouth, MA) November 14, 2008 . . . According to InfoTrends’ latest U.S. home photo printing study, over three quarters of those who print digital photos still print them at home, making home photo printing far and away the most popular photo printing option. In addition, the highest percentage of respondents reported that home photo printing is the method they use most often for printing their photos. Not surprisingly, over 80% of respondents stated that they print their photos at home because they can obtain their prints immediately. Although respondents are printing higher volumes of photos at retail, the instant gratification afforded by home printing will give this method staying power in the market.

This study also revealed that early adopters, hobbyists, parents with children under 12 years, and respondents under age 25 are most likely to be planning a printer purchase. Home printer manufacturers would be wise to develop marketing and product development strategies geared directly toward these individual groups, as the type of product and features sought by each segment vary.

One particularly photo-active consumer segment that exhibits different attitudes and preferences in regard to all aspects of digital photography is mothers. To provide insight into the drivers and behaviors of this important sector, InfoTrends has released an in-depth analysis focusing on mothers, defined as females between the ages of 25 and 44 with children under age 12. According to this report, entitled Spotlight on Moms: Home Photo Printing, while total survey participants were most concerned with receiving the best value for the price in regard to home photo printing, mothers were most concerned about enhanced photo printing capabilities. Mothers place a very high premium on photo printing and many will be willing to spend more if it means they can obtain the features they want.

InfoTrends’ Associate Director David Haueter commented, “Although there are new on-screen ways to view and share photos, nothing can replace the tangible aspect of the printed photo for many consumers. In particular, mothers will remain a lucrative segment for vendors in the photo printing market.”

The results of InfoTrends 2008 home photo printing study are available immediately. Home Photo Printing End-User Research: 2008 addresses questions related to the amount, frequency, and method of digital printing; brands and types of printers and consumables used in the home; and future printing intentions.  Spotlight on Moms: Home Photo Printing examines the digital photography and photo printing behaviors of mothers, comparing moms’ behaviors to those of the total survey population where appropriate.

For more information or to purchase either of these reports, please visit our online store or contact Robyn Wuori at ext. 109 or via e-mail at .

InfoTrends, a Questex company, 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. Additional information about InfoTrends is available on the Web at

Copyright © 2008 InfoTrends. All rights reserved. Reproduction or reuse of InfoTrends materials is strictly prohibited without prior written consent. If you are interested in referencing InfoTrends content, please submit your request to .


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