Split Between Digital/Print/Other Media

In late 2023, Keypoint Intelligence 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 we covered in depth include education, finance/banking, healthcare, hospitality, insurance, manufacturing, retail, and publishing.

When survey respondents were asked to estimate the split for digital, print, and other media in 2022, digital media accounted for roughly 44% of marketing advertising spend.

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 spend—37%—is 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.

The simple message is that print remains an important component of the media mix even as the digital transformation continues. For more information on our in-depth and comprehensive vertical visions multi-client study, please click here.