The objectives of the study include: identifying digital printing market segmentation, size, equipment installed base, and primary applications; assessing the impact of digital printing on the graphic arts market, and drivers and barriers; and identifying current practices and trends among printers and print buyers regarding digital printing.
Interquest, Charlottesville, VA, which completed the research for GAMIS, concluded that until variable data printing becomes more widely adopted, digital printing will be used for a great deal of work that can also be printed on traditional equipment. Thus, cost and capability will be critical over the next three to five years.
The study also revealed that printers view this as a complementary process rather than a displacement technology such as when lithography displaced letterpress printing. In addition, printers reported that more than half of the jobs printed on digital equipment are for new applications rather than work migrating from traditional presses.
While fliers, brochures and similar general commercial printing applications represent the greatest potential for digital printing, there are also excellent opportunities for books, direct mail, financial printing and business forms.
The 500-page “Digital Printing Market Potential” study was distributed to GAMIS members in Fall 2001 and is now available for sale. Price is $2,000 for PIA members, and $5,000 for non-PIA members. For more information about GAMIS membership, contact Jackie Bland, GAMIS executive director, at (703) 519-8179.