Don’t go throwing your printer and printer cartridges away just yet, it seems like printing is here to stay, specifically in South Africa. Printing is still the best way to reach the wider South African population, especially in rural and poorer areas of the country.
This is according to Canon’s Bigger Picture insight report which was presented by Jo Lloyd at the FESPA Africa Expo 2014 last month.
This contrasts with results from Europe, the Middle East and North Africa, which show a decline in the importance of printed media and a rise in digital media communication.
The report’s findings come from a telephone survey done by RS Consulting of 100 print buyers in South Africa in April this year. The focus was on Johannesburg, Cape Town and Durban.
The report explains the role that printed materials play in reaching consumers, the current and future use of print media and digital applications in today’s world.
The report reveals that 92% of buyers see professional printing as critical to their business and 87% of buyers have seen an increase in their use of printed materials. According to Lloyd, print continues to play a crucial role in communications in South Africa due to the unequal distribution of wealth and education.
The limited penetration of the internet, smartphones and tablets also mean that printing remains essential for reaching a large portion of consumers. Falling illiteracy rates also mean that printing has an even wider reach in poorer communities.
But it seems the biggest reason why printing remains relevant is that printed media lasts longer, it is something that can be carried around and referred to on multiple occasions. This doesn’t mean that companies should neglect their digital media efforts, it just means that printers, printer ink and toner cartridges are here to stay for a little while longer.