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Consumer & Professional Imaging

Next-generation Personalized Printed ProductsA Market Opportunity Assessment

A Mult i -Cl ient Study

A Questex Company

Introduction

The photo merchandise market has exper ienced strong

growth over the last few years with products l ike photo

books, photo calendars and photo cards. Whi le these

more tradit ional photo-centr ic personal ized products

cont inue to del iver sol id growth rates, pr int vendors

must look ahead to new consumer product types that

wi l l bolster unit and revenue growth whi le reta in ing

ex ist ing customers and also cater ing to new buyers.

This “next generat ion” of pr inted products is being

dr iven not only by the creat iv i ty of consumers, but

a lso by advancements in pr int ing and product ion

technologies, developments in software and apps, and

an improved consumer mobi le exper ience. Today, there’s

no shortage of Web-based, pr int on demand solut ions

that a l low creat ive consumers to express themselves in

unique ways. In addit ion, new l inks between phys ica l

products and digita l products are beginning to emerge

that are making the market even more dynamic to

track. Whi le there are growth opportunit ies in many

segments of consumer custom pr inted products,

InfoTrends is focus ing on developments in the fol lowing

categor ies through this research study:

• Custom Printed Cards:

The photo card market has been around for several

years now and is st i l l growing, but the category

is expanding to custom pr inted cards that may or

may not inc lude a photo and are often produced

as s ingle card orders. These custom pr inted cards

are creat ing year-round growth opportunit ies to

supplement tradit ional Hol iday card orders.

• Custom Stationery:

The stat ionery market is huge in the U.S. and

is r ipe for trans i t ioning to digita l pr int ing. The

addit ion of a personal photo, a stock photo,

or even custom text on i tems l ike notepads,

notebooks and journals makes these products

attract ive to consumers as a way to personal ize

everyday products. Personal contact cards (s imi lar

to business cards but with personal information)

are a lso becoming increas ingly popular as a way

for consumers to provide contact information

with a personal touch.

• Photo-Based Wall Décor:

Photo products that hang on the wal l such as

posters and framed pr ints are st i l l popular,

but the market is evolv ing into products such

as canvas pr ints , photo panels made out of

everything from wood to metal , and cutout

wal l decals . Many of these products can also be

arranged and mounted in different ways that

make them stand out.

N e x t - G e n e r a t i o n P e r s o n a l i z e d P r i n t e d P r o d u c t s

With the new “Next-Generat ion Personal ized Pr inted

Products” study, InfoTrends provides valuable and

re levant information on this market to c l ients through

detai led research that ident i f ies and prof i les buyers

and non-buyers, study interest levels and needs,

examines workf low issues and the creat ive process,

looks at the impact of pr ic ing, and more. The study

a lso provides market s ize est imates and forecasts for

the card, stat ionery, inv i tat ions/announcements, and

wal l décor categor ies. As a B2C only study, i t does

not focus on custom pr inted promotional products,

nor does i t focus on the opportunity for “content

owners” to generate revenue from this l ine of

business. I t does, however, offer an “add-on survey”

of SMB marketers that focuses on their development

and use of photo-centr ic promotional and publ ishing

mater ia l . Read on for more detai ls .

Project Objectives

This study is des igned to provide both technology

vendors and serv ice providers with information that

wi l l help them to better understand the market for

the next generat ion of products, and to develop

product and market ing strategies that wi l l a l low them

to grow their bus inesses.

I t wi l l :

• Examine and prof i le buyers of next-generat ion

personal ized photo products and analyze their

product preferences, buying patterns, and unmet

needs:

o Demographics

- Gender, age, household income, ethnic i ty

o Photo behavior

- DSC vs. mobi le, photo act iv i ty

o Purchase behavior

- Types of purchases

- Frequency of purchases

- Average order s ize

o Sources of image content (F l ickr, P icasa,

Instagram, Facebook, P interest , etc…)

o Creat ive / des ign tool requirements:

- Templates

- Col laborat ion tools

- Average order complet ion t imes

o Qual i ty requirements

o Differences in buying behavior by channel

- Onl ine

- Retai l

- ”Do- i t -yourself” at home

- Impact of convenience, se lect ion of

templates, etc…

o Pr ice sens i t iv i ty

o Var iat ions in behavior by occas ion

- Gift ing

- Self-use

- L i fe-events

• Examine the impact of smartphones and tablets

on the des ign and development of these products

o Are mobi le devices changing greet ing card

behavior, and i f so how?

o How quickly are mobi le photo merchandise

apps being adopted?

- Postagram, Paper less Post , Keepsy,

CanvasPop, Hatchcraft , iVoke, MoPho, etc.

o Pros and cons of apps and mobi le web browser

creat ing and order ing

o Use of mobi le browsers or apps for creat ing and

order ing photo books

• Consider the re lat ionship between “digita l

products” and “pr inted products” among

consumers

o Which products wi l l be replaced by digita l

means, and which ones wi l l not?

o In what cases wi l l d ig i ta l products and pr inted

products complement one another?

o What web s i tes are being used to create these

d ig i ta l products?

o For what occass ions wi l l people use digita l

products?

• Develop U.S. consumer market s ize and forecast

f igures (units , revenue, ASP) by product categor ies,

inc luding:

o Custom pr inted cards

o Custom stat ionery

o Photo-Centr ic Wal l Décor

• Prof i le key serv ice providers and industry players

Market ResearchDesk Research

InfoTrends leverages previously publ ished research i t

has conducted as part of i ts ongoing analys is of the

photo merchandise category and re lated markets. We

also ut i l ized a var iety of secondary sources that inc lude

but are not l imited to:

• Industry trade associat ions

• Publ ished industry reports

• Web s i tes

• Research reports

Consumer Survey

InfoTrends conducted a structured web-based survey

of U.S. consumers, with 3,974 qual i f ied part ic ipants

balanced by age ( teens and up) and gender. Of these,

1,688 were ident i f ied as personal ized pr inted product

buyers based on the fact that they had purchased

these products in the past year. The remaining 2,286

respondents were non-buyers who had not purchased

these products in the past year.

Vendor Interviews

InfoTrends conducted a dozen personal interviews with key

vendors in the personalized printed products market, from

mainstay companies generating substantial volumes to

emerging niche players (i.e. Moo, Minted, Mixbook,

Pinhole Press, etc…)

The purpose of these vendor interviews was to size the

market, profile the competitive landscape, consider the

trajectory for “mass customization,” and identify any

emerging trends.

SMB Photo SupplementWhile the report’s main research focus was on short-

run, B2C personalized printed products, InfoTrends also

addressed how small, micro, and home-based businesses

are generating photo-centric promotional and publishing

pieces through its “SMB Photo Supplement.” This mini-

project is based on InfoTrends’ 2009 “Business Applications

for Photo Publishing Study,” and examines through survey

research with marketers how the B2B photo category has

evolved. We look at what applications are being printed

and how, which applications are growing and which ones

are shrinking, and what volumes are being generated.

InfoTrends surveyed 499 SMB marketers and/or decision

makers across key vertical industries. We tabulated,

charted and analyzed the findings as part of a PowerPoint

supplement to the main report.

Analysis and Project DeliverablesThere is an extens ive analys is of the desk research,

in-depth interv iews and structured survey for the main

project to develop a comprehensive understanding of

the opportunit ies and issues in the market for next-

generat ion personal ized pr inted products.

Cl ients wi l l receive the fol lowing:

• A written report detai l ing key f indings with

recommendat ions and vendor prof i les

• PowerPoint summary s l ides

• Data cross tabulat ions from the consumer survey

for addit ional analys is of key market segments

• Opt ional on-s i te presentat ion

Terms and Conditions Liability for Advice

Although reasonable efforts have been made by

InfoTrends to ensure the completeness and accuracy

of the information contained in written and oral

reports in connect ion with the proposed study, no

l iabi l i ty can be accepted by InfoTrends for the results

of any act ions taken by the c l ient in connect ion with

such information, opinions, or advice.

Copyrights

InfoTrends reta ins a l l copyr ights. The reproduct ion of

any mater ia ls i s prohibited without written consent

from InfoTrends.

Confidentiality

InfoTrends wi l l use i ts best efforts to ensure that any

conf ident ia l information obtained about the c l ient

and i ts bus iness dur ing the course of the proposed

study is not, unless agreed otherwise in advance,

d isc losed to any third party without the pr ior wr i t ten

permiss ion of the c l ient. InfoTrends reta ins the r ight

to re-use any non-propr ietary information as part of

i ts ongoing analys is of the industry.

Authorization FormNext-Generation Personalized Printed Products - A Market Opportunity Assessment

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Subscr ibers may a lso add the fol lowing opt ions:

*SMB Photo Supplement $6,000

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We provide research, analys is , forecasts , and advice to help c l ients

understand market trends, ident i fy opportunit ies, and develop strategies

to grow their bus inesses.

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