InfoTrends Study Reveals that Digitally Printed Wide-Format Graphics are Critical Part of the Communications Mix

Wide-format graphics, including signage and graphics is an integral part of the marketing mix and it represents a major opportunity for print service providers. Entering the market or growing an existing business starts with understanding key trends driving buyer markets. InfoTrends’ Wide-Format Printing: A Critical Element in the Communications Mix surveyed key decision-makers in organizations that provide digitally printed wide-format graphics and those that purchase wide-format graphics across six vertical industries (advertising media, entertainment/amusement, events, healthcare, hospitality, and retail) in the US. This study, now in its third iteration, provides a critical insight into who buys wide-format graphics, what they buy, and why they buy.

A key study finding is that wide-format graphics are a major component of communications spending and represented a sixth of survey respondents overall marketing budget. Buyer respondents also expect to increase their wide-format spending. The share of buyers expecting to increase wide-format graphics purchasing in the next 12 months was 6.5 times higher than the share expecting to decrease it.

Wide-format graphics providers also reported growth; survey respondents reporting volume increases outnumbered those reporting declines by 5 to 1.The survey results backed InfoTrends' ongoing wide-format market forecasts, which indicate this is a growth market. InfoTrends expects the retail value of wide-format printing in North America to grow at compound annual growth rate (CAGR) of 7.9 percnt, reaching $23.6 billion by 2016.

This study provides a comprehensive view of the wide-format marketplace because it surveyed both buyers (across key purchasing markets) and providers. Study coverage includes:

  • Analysis of the key market and communications trends driving purchasing of wide-format digital graphics.
  • Insights into the key trends in applications, order volume, frequency, online ordering, and more.
  • Evaluation of key buyer demands and strategies to reach buyers.
  • Assessment of providers’ volume trends, technology use, and substrate usage.
  • Examination of products and services that wide format providers are adding to better serve customers and grow.
  • Comparisons to previous versions of this study completed in 2009 and 2011

For more information on Wide-Format Printing: A Critical Element in the Communications Mix please contact Scott Phinney at 781 616 2123 or