Digitally printed wide-format signage and graphics remain a major component of communications across a variety of vertical markets, according to a new survey by InfoTrends, a market research and strategic consulting firm for the digital imaging and documents industry.

For its latest study, Wide Format Printing: A Critical Element in the Communications Mix, InfoTrends surveyed key decision-makers in both organizations that provide wide-format digitally printed graphics and those that buy them across six vertical markets: advertising media; entertainment and amusement; special events; health care; hospitality; and retail.

Among the buyers, the survey found wide-format graphics represented one-sixth of the survey respondents’ overall marketing budgets. Moreover, the share of buyers expecting to increase their wide-format graphics purchases in the next 12 months was 6.5 times higher than the share of those expecting to reduce it.

Meanwhile, signmakers and other graphics providers also broadly reported growth. Those reporting volume increases outnumbered those reporting declines by five to one.

InfoTrends says the results mirror its ongoing market forecasts, which have continued to indicate growth and major opportunities for print service providers (PSPs). The firm expects the retail value of all wide-format printing across North America will experience a compound annual growth rate (CAGR) of 7.9 per cent, reaching $23.6 billion by 2016.

“Signage is an integral part of the marketing mix,” says Scott Phinney, sales director for InfoTrends. “Print buyers span a broad range of markets with different needs, yet wide-format graphics play a unique role in each one.”

Now in its third iteration. the study is designed to provide insight into who buys which types of wide-format graphics and why. It covers trends in applications, order volumes and frequency, online ordering and other aspects of the business.

The study is available from Phinney. For more information, contact him via e-mail at scott.phinney@infotrends.com.