Rise Above Research study finds adding value to prints can boost photo printing

According to a new study from Rise Above Research, nearly half of all respondents are interested in printing more information on the back of their photos. This shows the U.S. photo print market still has opportunities for growth and sustainability through new features that add value to printed photos.

The interest level in the ability to print more information on the back of photos (such as date, location, people in the photo, etc.) was highest among the 25–44-year-old age group. This is significant because they are the most active group when it comes to printing photos, the analyst firm said.

There was also significant interest expressed in accessing more information from QR codes on prints and having snapshot-sized photo prints with sticky backs, which have been popularized by small-format prints from instant smartphone printers. Rise Above Research believes the opportunity is there for vendors to introduce new value-added features to traditional prints that would make them more appealing.

“Photo prints are still popular among many consumers and they’re still one of the best ways to make sure your important photos will be easily accessible in the future,” said David Haueter, director and founder at Rise Above Research. “Our study shows that there are still some things that could be done to add more value to traditional prints and make them more interactive and versatile,” he added.

The 2021 US Photo Printing Study provides the results of an extensive online survey of US consumers that focused on printing habits and behaviors for traditional photo prints. Respondents provided detailed information not only on what they print and when, but also revealed deeper insights as to why they find prints appealing and what their future intentions are. The study also provides an in-depth analysis of retail, online, and home printing methods, as well as the impact of COVID-19 on print habits. Non-printers were also asked about why they choose not to print and what could be done to make prints more attractive.