The digital printing market in Europe is estimated to grow by 71% from 2008 to 2013. The electrophotography market alone is estimated to grow by 73% in the same period. This indicates that there is growth potential for European printing companies in the digital printing market.
Research on personalization as a marketing tactic and the production of personalized print in the US have both been examined. Research in 2004 indicated that on average, 20.9% of digital printers revenue comes from personalized print jobs.
In Europe, there has been little focus on research and only minor investments in R&D in the graphic arts industry. There is a need for more research in the European printing industry. This research will investigate the amount of personalized print produced by European printing companies, thereby adding knowledge to the global field of research on personalized print.