Wireless Printing Missing Opportunities: NPD Group Study

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More than half of all printers sold in the United States are wireless, but most consumers do not take full advantage of the feature.

This was noted in a recent study conducted by The NPD Group.

The Wireless Printing Study found that almost 75 percent of wireless printer owners are not printing more, despite having more devices connected to their printer. In addition, these consumers’ printing habits are not much different from those who only own a hardwired printer.

This is particularly true of people 55 years and older.

The study did find that wireless printer owners between the ages of 18 and 34 are printing more, about 30 percent. However, only 15 percent of those in the 55 and older age bracket reported higher printing rates.

The printers themselves are causing part of the problem, according to the study, primarily because they cannot easily interact with mobile devices such as cellphones and digital cameras.

“Clearly the ability to print wirelessly from mobile phones and digital cameras exists, but today’s wireless printers focus on the PC and miss opportunities to help create a more complete wireless printing ecosystem for consumers,” said Stephen Baker, industry analysis VP.

Baker added that consumers are willing to pay extra for wireless printing capabilities, but manufacturers need to enable for a wider range of connected devices to have easy access to their printers. This, in turn, will spur consumers to change their printing habits.


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