Use of Variable Data Printing Rare, But 96% of Users Say They Get Results

Lexington, Kentucky, USA - July 30, 2001 - WhatTheyThink.com, the leading on-line community and research firm in the graphic arts industry, surveyed print buyers about their use of variable data printing as defined below. This survey took place with 255 print buyers from a variety of industry segments located throughout the United States.

The buyers were asked:

Variable Data Printing is the ability to change text, graphics and images based on database settings like demographics or individual profiles within a print job. In your business, do you use Variable Data Printing?

If you answered "yes", which best describes the results you have had using this form of printing?

If you answered "no", which best describes your view of Variable Data Printing?

Overall, only 21 percent of these buyers said they use a form of variable data print in their business. 73 percent said they have not used the application. Of those who do not use variable data printing, a clear majority (61%) would consider it. Only 26 percent said they would not consider variable data printing for their business. Of print buyers who have used this application, 96 percent said they were satisfied with the results with 58 percent saying they were very satisfied.

Those who use variable data printing:

Those who have not tried variable data printing: