CAP Ventures Study Shows Growth in Small/Home Office Peripherals
Norwell, Mass. — A new CAP Ventures' study focused on the small office/home office
(SOHO) peripherals market projects immense opportunities for manufacturers and resellers of imaging
peripherals. The Small Office/Home Office (SOHO) Imaging Study, conducted by CAP Ventures'
Converging Digital Peripherals Consulting Service, projects that 23 million units will be purchased in
the next 12 months. The peripherals covered by the study include printers, copiers, fax machines,
scanners, and multifunction products (MFPs). With SOHO locations expected to swell to more than
45 million by 2001, the opportunity for manufacturers and suppliers will increase commensurately,
the study states.
"The companies that produce competitive equipment and supplies for the SOHO market
should enjoy tremendous opportunity as we move into the 21st century," says Bob Sostilio, director of
CAP Ventures' Converging Digital Peripherals Consulting Service. More than 52% of the survey
respondents plan to buy at least one imaging peripheral within the next 12 months. Among those
who intend to buy in that period, color printers (73%) lead the list of intended purchases, followed
by black and white printers (34%), copiers (29%), and MFPs (15%). "Many intend to purchase
more than one product," according to Sostilio.
Fully 79 percent of SOHO purchasers indicated their preference for superstores and
mass merchandisers as the source for imaging peripherals. Less popular channels included local
dealers, mail order, direct from the manufacturer, and other sources.
Respondents chose price and service as the primary criteria in selecting a store, with
convenient location of lesser importance. However, the average distance traveled for the respondents' last
image peripheral purchase was 13 miles. Each SOHO location spends an average of $415 annually
on paper, and more than $625 on toner, ink cartridges, and printer ribbons.
CAP Ventures is the leading worldwide strategic consulting and market research firm
serving the document software, electronic imaging, document management and digital printing and
publishing industries. CAP Ventures provides technolgoy advice and market insights for vendors
manufacturers and corporate users through custom and subscription consulting, market research,
seminars, training, industry conferences, trade shows and publications.
CAP Ventures is ranked 69th on the 1997 Inc. 500 list of America's fastest growing
private companies.
For further information, visit the CAP Ventures web site at www.capv.com.
This article originally appeared in the April 1998 issue of Recharger.