In late 2023, πππ²π©π¨π’π§π ππ§πππ₯π₯π’π ππ§ππ completed a comprehensive multi-client study to gain a better understanding of how print demand is changing in key vertical industries. The vertical industries that were covered in depth included education, finance/banking, healthcare, hospitality, insurance, manufacturing, retail, and publishing.
Over 1,200 respondents from businesses with 200+ employees participated in this study. On average, survey respondents reported having over 2,000 employees each. At the same time, however, well over a third of the surveyed businesses had fewer than 500 employees.
![](https://www.dynamicsprint.com/wp-content/uploads/2024/07/Number-of-Employees-300x193.jpg)
Survey respondents were asked to estimate the split for digital, print, and other media in 2022, and digital media accounted for roughly 44% of marketing advertising spend. In terms of vertical industry, it is interesting to note that insurance (47%) and retail (45%) respondents allocated the highest share to digital media, while the finance/banking and education sectors (42% each) allocated the least.
People might think printing is on the decline, but it still makes up 37% of the media people come across every single day.
Between 2021 and 2022, respondents indicated that the share of spending allocated to digital media increased by an average of 4.1%.
There is no question that the digital transformation continues, but the previous Figure shows that a considerable share of marketing advertising spendβ37%βis still dedicated to traditional print media. In addition, nearly three-quarters of respondents (73%) agreed that they were increasing the use of print marketing because digital marketing alone does not always produce sufficient response rates.
Along these same lines, 73% of respondents reported that their spending for printed marketing collateral had increased between 2021 and 2022. Respondents in the insurance industry were the most likely to report a year-over-year increase, while those in hospitality were the least likely.
Those respondents who did see an increase in print spend between 2021 and 2022 reported an average increase of 11% year-over-year.
Finally, respondents who were able to answer questions about their companyβs printing services were optimistic about the importance of print. In fact, 90% of businesses considered printing marketing collateral to be very or somewhat important to their sales and marketing efforts. Meanwhile, only 2% of respondents considered print to be very or somewhat unimportant. It is safe to say, that print demand is changing.
![](https://www.dynamicsprint.com/wp-content/uploads/2024/07/Change-in-Print-Spend-300x139.jpg)
If your or printing company has over 100 employees and wish to save valuable workhours and become more effecient, packaging can help you. We offer a free demo of our DynamicsPrint solution where you can expect that we will cover the following five subjects: ERP
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– The benefits of the Microsoft Dynamics 365 FO platform
– How you can make precise quotations in DynamicsPrint
– How can you organize your production efficiently
– How to improve the and ROI by using the data profitability
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