Building your future with print is Canon’s latest Insight Report. The in-depth study involved interviews with 275 decision-makers at commercial printers and in-house print rooms, as well as 277 print and media buyers across a range of industry sectors in Europe, the Middle East and Africa.
The study found that 84% of print buyers feel that their Print Service Providers (PSPs) are meeting their ‘overall communication needs’ and 78% believe they are receiving value for money. However, there is still room for improvement in terms of offering proactive advice and bringing new developments and ideas to the table. Nearly 50% of print buyers said that their PSP could offer more proactive guidance and advice, while 44% feel their PSP could be better at making them aware of new developments.
While 43% of buyers say that their print requirements are unlikely to change over the next few years, those who do anticipate change highlight the value that print delivers as the reason for increasing their use of printed applications.
The research also identifies several areas of difference between PSPs and buyers. While buyers are more aware of digital print applications than they were two years ago, 31% remain unaware of print-on-demand or short-run publications – a clear opportunity for the 62% of PSPs who expect strong growth in demand for short-run publications and the 67% who expect growth in print-on-demand services. Similarly, while print buyers’ use of web-to-print services has grown by over 50% since 2012, more than 66% of PSPs surveyed do not currently offer web-to-print services.
Meanwhile, although the proportion of buyers commissioning multichannel and cross-media campaigns has increased from 58% in 2012 to 68% in 2014, only 20% of PSPs questioned already offer customers cross-media or multi-channel campaign coordination. Indeed, while 55% of print buyers ask their print provider for advice on multichannel communications, many PSPs have yet to extend their services to meet this demand.
The good news is that 80% of PSPs recognise a need to change. If that includes you, you’ll find the inspiration and business guidance you need to make the right changes in Think Digital.