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Home Photo Printing to Remain a Major Component of the Western Europe Photo Prints Market

The Western Europe Digital Photo Prints Market

The total volume of digital photo prints sized 10x15cm produced by Western European consumers is expected to grow throughout the forecast period, peaking in 2012 at 15.9 billion 10x15cm prints. Primary drivers behind increased print volumes are the continued growth in the digital camera installed base and the growth in household broadband penetration. In addition, growth in broadband penetration will help extend the appeal and reach of retail and online photo print services to digital camera owners.

Home Printing vs. Retail Volumes

InfoTrends believes that home printing will be the main generator of photo printing volume through 2010. Consumer awareness of alternative print location services is still developing, and marketing investments by retailers designed to drive print volume have yet to significantly change consumer behaviour. Home printing is convenient, easy to use, and considered to be affordable by many consumers. A wide choice of inexpensive printers and lower cost supplies has made printing at home a genuinely easy and convenient proposition. Home photo printing is also convenient because it is available at any time.

Home printing will continue to be the dominant method used by consumers to create digital photo prints until 2011, when retail volumes will match those of home printing. Retail printing is on a rapid growth path, taking volume from home printing. Those who print at home will continue to print small volumes because home printing is slow and also expensive compared to other print locations. Although consumers are likely to print at retail locations less frequently than at home, those who print through retail will generate larger print volumes.

Home Printing Revenues

Nevertheless, home photo printing is expected to remain the leading generator of revenue throughout the forecast period. High consumer spending on ink and media will offset declining print volume, and home printing will take the largest share of the revenue pie.

The preceding is an excerpt from a report entitled Western European Digital Photo Prints Forecast: 2007-2012. To learn more about this report, visit our online store or contact Robyn Wuori at ext. 109 or via e-mail at .