TCPglobal - news, views and issues on total cost of printing

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84% of printer users are ‘concerned’ or ‘very concerned’ about the ongoing costs of running a printer

Issue #1301 – Attitudes towards Total Cost of Printing have clearly changed over the years since the aggressive printer purchase price wars began in the mid-90’s in both the business and consumer segments of the market. Instead of all the focus being on purchase price, consumers are now focussing on the ongoing costs of printing every bit as much as on purchase price. CharisCo Printer Labs’ recent survey showed a startling emphasis on ongoing costs.

With as many as 84% of users being either ‘concerned’ or ‘very concerned’ about the ongoing costs of running a printer, we have to ask about purchasing motivators. The answers are revealing, with low relative interest in hardware specification and even lower concern about the manufacturer they might buy from!

Please help with a follow-up survey:

CharisCo Printer Labs is now conducting a very brief follow-up survey to learn a little more about how many pages, and of what type, home users are typically printing. This survey is entirely confidential (no identifying factors), very brief (5 questions) and will only take a minute or two to complete.
With many thanks in advance.

Printer Purchasing MotivatorsPrinter Purchasing Motivators

While the percentage of recipients placing ‘Ongoing maintenance costs’ as their number one motivator if they were to purchase a printer appears low at only 31%, this has to be balanced against the proportion placing ‘Purchase price’ as the primary motivator being only 28%. What this really means is that almost 60% of respondents (only just short of two-thirds!) are most concerned about cost when they are considering a printer purchase! Only 25% are most concerned about specification and an almost insulting 15% most concerned about manufacturer reliability.

How many times have you heard people say, or said yourself, something along the lines of “ink is ridiculously expensive”?

Obviously there is a lot more to this, which we will share in due course.