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  Trends in Home Printing

Introduction

CAP Ventures' new report entitled Trends in Home Printing highlights the results of a recent Internet-based end-user survey. Survey respondents discussed their home printing habits, the types of printers that they owned, the kinds of media that they used, and their inkjet cartridge preferences.

Research for the report was conducted via a Web-based survey during October 2003. More than 700 respondents participated in the survey. Our survey respondents were evenly distributed across the United States. 

Home Printing Trends

We asked our survey participants how often someone in their home used their printers or multifunctional devices to output documents. The most common frequency was several times a day, cited by 43.1% of respondents. Nearly 60% of respondents reported printing something every day.

On average, our survey respondents reported producing 154 pages each month. Print frequency varied in relation to income levels. Families with annual incomes of over $100,000 reported producing an average of 257.5 sheets per month, while families with annual incomes under $25,000 produced 104.5 sheets each month. This would likely have more to do with the greater presence of technology products in higher-income households as well as a more cavalier attitude towards the use of supplies.

Another way to look at this is to say that more than 40% of survey respondents are printing between 20 and 99 pages every month. Based on the average yield of one black cartridge, customers would need to replace their ink cartridge about every three months. This would translate into purchasing about four black cartridges each year.

 

Inkjet Cartridge Preference

Although many aftermarket and third-party compatible companies believe that they are making inroads for selling supplies against OEMs, the truth of the matter is that OEMs continue to have a firm grip on this market. When we asked our respondents about their most recent inkjet cartridge purchases, the dominance of OEM brands was validated. Respondents chose OEM brands over third-party brands 80% of the time. 

When considering future purchases, an even higher percentage of respondents indicated that they would purchase OEM brands. Even with the appeal of a lower price, our respondents showed a reluctance to purchase third-party branded cartridges.

The preceding is an excerpt from CAP Ventures’ Trends in Home Printing report. The complete document is available immediately. To learn more about the report or to make a purchase, please contact Allison Jones at (781) 871-9000, ext. 208 or allison_jones@capv.com.

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