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Outdoor Graphics - Not Just for Sign Shops Anymore

Introduction
 
Earlier this year, InfoTrends/CAP Ventures teamed up with Wide Format Imaging Magazine to determine where the outdoor graphics market is headed, who the key players are, and how these graphics are being produced. 226 Web-based surveys were completed by magazine subscribers.

The Supplies Opportunity

Wide format printing is a very supplies-intensive business. The outdoor market is quite similar to the general graphics market in that it requires ink, media, and lamination supplies.

Our survey participants were asked to estimate their annual expenditures on digital wide format media for producing outdoor graphics. On average, respondents reported spending over $34,000 each year on wide format media. This data does not represent per-printer media expenditure, but per-establishment media expenditure.

Figure 1: Roughly how much do you spend annually on digital wide format printing media for producing outdoor graphics?

To gain a greater understanding of the future direction of the market, participants were asked to indicate how they expected their annual expenditures on media and consumables to change over the next year. The results provided yet another indication that this area of the wide format market is growing. 

Figure 2: Over the next 12 months, do you expect your annual expenditure on digital wide format printing media and consumables for outdoor graphics to increase, decrease, or remain the same?

78.5% of our survey respondents expect their media spending to increase over the coming year, 19.5% expect it to remain the same, and only 2% expect it to decrease. Those that expected to see an increase in their media expenditure expect it to rise by 20.4%. It is clear that overall, our survey participants are optimistic about the future of their businesses.

The preceding is an excerpt from InfoTrends/CAP Ventures’ research report entitled Outdoor Graphics - Not Just for Sign Shops Anymore. The complete document is available immediately. To learn more about the report or to make a purchase, please contact Alison Hipp at , ext. 126 or .