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Color Me Clueless: Lyra Survey Finds Most Office Users Unaware of Actual Color Printing Costs

1 Aug, 2007

Color Me Clueless: Lyra Survey Finds Most Office Users Unaware of Actual Color Printing Costs

NEWTON, MA - According to a recent survey by Lyra Research and Recharger Magazine office printer users know very little about their enterprise's actual ink jet and toner cartridge costs. When asked to compare color-printing costs to black-and-white printing costs, only 7 percent accurately identified color printing consumables as costing four times as much. Nearly one-fifth of respondents simply did not know or were unsure. These findings are taken from Lyra's new report, "The Color of Opportunity: The Lyra U.S. Office Color Printing Survey."

"A surprising 15 percent of respondents said that ink jet and toner color printing costs the same as black-and-white printing, and 39 percent said they think it costs twice as much," observed Jim Forrest, senior analyst with Lyra's Hard Copy Supplies Journal. "Unfortunately, this general unawareness of supplies pricing sets the stage for a sticker-shock experience when it's time to order printer cartridges or reconcile department expenses. This also represents an opportunity however for aftermarket supplies vendors to educate business users about the costs of color printing while promoting their products as lower-cost alternatives."

This report delivers the results of Lyra's latest survey of business users, focused on color printers in the office. Lyra conducted its 2007 U.S. Business Color Printing Survey using a self-selected Web-based instrument. Survey respondents were required to be knowledgeable about the use and maintenance of color printers at their businesses. Respondents were asked about the type of color printer they use. One of the big surprises of this survey was the large number of ink jet users in the office. Respondents answered questions about which applications they use with color printers, their attitudes about non-OEM ink and toner cartridges, and the impact of in-house color on outsourced printing.

This new report gives ink and toner cartridge manufacturers and remanufacturers the inside scoop on their business customers. It shows vendors which factors are important to business users of color printers and highlights business users' attitudes toward OEM and aftermarket ink and toner.

The 32-page report is available for purchase ($199) and immediate download at http://tinyurl.com/342om3. For questions on the report, or to order the report by phone, call Sandy Tobin at 617-454-2612.

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