Released by Epson:
Independent research commissioned by EPSON quashes misconceptions about the quality of home digital photo printing
70% of consumers position EPSON PictureMateTM as the new quality benchmark for digital photo prints (Source: Roncarati Research Group, August/September 2003)
March 2004: Independent research commissioned by EPSON will quash consumer misconceptions about the quality of home digital photo printing. In a series of quantitative tests that compared Kodak silver halide photos with photos from EPSON’s latest digital photo solution, PictureMate, PictureMate photos were selected as the highest quality photos in all test criteria.
Latest industry statistics by PMA Data Watch projects sales figures for digital cameras in 2004 to increase by 64 percent to 50 million units, with Europe accounting for 36 percent of units sold. With this predicted growth, EPSON commissioned Roncarati Research to interview consumers across the UK, France and Germany to understand current perceptions about printing digital photos in the home.
Respondents were asked to compare the same image from different print outputs, but were not aware of the source. “The difference between traditional methods of photo printing and today’s new inkjet photo printer is significant,” says Richard Baylis, Sales and Marketing Manager, Consumer Products, EPSON UK. “Many consumers admitted that they had not appreciated the technological advancements in home printing and the positive contrast in quality that is now available.”
The results showed:
• 80% of respondents in the UK ranked EPSON’s PictureMate as the best print for quality, with 75% in France and 65% in Germany
• However, only 18% thought the photo from PictureMate was produced on an inkjet printer, with 75% thinking it was produced using traditional methods
• In a direct comparison of the two, 66% said that the PictureMate photo was better quality than the Kodak photo
• When asked to rate each print individually from perfect quality to worse possible quality, three times more respondents gave PictureMate a premium quality score of between 91 and 100 compared to Kodak’s photo
• PictureMate also dominated when respondents were asked to rate each print on colour richness, colour realism, sharpness, contrast, smoothness and paper finish
• When reviewing the break down by age groups 80% of 18-24 year olds and 71% of the 35+ age group placed PictureMate first in print quality for all their photos.
PictureMate is a personal photo printer from EPSON that will make high quality, cost effective digital photo printing a reality for the first time to the consumer technophobe.
“The research reinforces the need for consumer education about the total digital photo-print solution,” commented Baylis. “Digital camera sales are increasing rapidly, however there are still misconceptions about how easy it is to print in the home and the quality, cost and permanence of the final photo produced on an inkjet printer.”
www.epson.co.uk
