drupa Global Insights Report Ready for Release
- Published: October 02, 2014
CHICAGO, IL | Messe Düsseldorf reports that the first results of the “drupa Global Insights” report on “The Impact of the Internet on Print–The digital flood” are available now. According to the study:
• There is changing demand for print, but strong opportunities for growth remain;
• mass customization of print is a success
• There is increasing acceptance of interactive print in packaging.
These results illustrate how many Internet-enabled tools such as web-to-print, variable data printing, interactive print such as Augmented Reality and QR codes, and smart technologies such as printed electronics, will impact most areas of the printing industry. In spring 2014, about 1,100 international key executives from the printing industry took part in the on-line survey.
Both print service providers and the supplier industry are required to deal with new challenges and opportunities, explains Werner M. Dornscheidt, president and CEO of Messe Düsseldorf. “With its detailed analysis of the global markets and the overview of current trends, the report is an important contribution to strategic decisions that need to be made by printers and suppliers alike.”
Interactive printing on the rise in packaging as well as other segments. The range of applied technologies includes QR codes, other smart-print options, augmented reality, and near-field communication. One third of the drupa survey participants already offer interactive print of one form or another, i.e. interactive response elements in packaging, publications, business communications, advertisements, and outdoor advertisements. As expected, the survey says, there are major regional differences: in the US, 44% of the surveyed printing companies offer interactive printing, but only 3% of providers in the Middle East. A substantial proportion of survey members from the packaging sector use Inter-net-based tools, says the report: 50% use QR codes, 43% use variable content, and 41% of all packaging printers offer personalized print.
The study investigated how the increasing digitization of communications is affecting the demand for conventional print and the demand for different print substrates (paper, board, film, metal, or glass). The conclusion is that printers need to accept the reality of an Internet-driven, multi-channel digital future, change their approach, and invest accordingly.
The English version of the “drupa Global Insights” report will be released in mid-October 2014; the Executive Summary will be available in seven languages (German, English, French, Portuguese, Russian, Spanish, and Chinese) at the drupa website.
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