Trendwatch 1999 Creative Atlas Guide Released; Apple to Outsell Windows and NT by more than 3:1 in Creative Markets
Highlights
-- More than 17,000 creative firms plan purchases of Macintosh and PowerMac workstations in 1999--nearly 3,400 creative firms plan Windows 95/98 workstation purchases and 1,600 firms plan Windows NT workstations purchases;
-- The creative markets represent 62,000 sites and 219,000 seats;
-- The complete report, which provides demographic analysis of the creative market segmented by state, major metropolitan area and 3-digit zip code, is available now and can be obtained by contacting TrendWatch offices in Rhode Island (401-568-9899) and San Francisco (415-380-8561).
HARRISVILLE, RI -- April 8, 1999 -- The release today of the latest TrendWatch demographic analysis of U.S. creative professionals indicates that Apple Computer is still the favorite of creative professionals, yet at an increasing rate. According to TrendWatch, the creative markets are defined as graphic designers, corporate design departments, ad agencies, book and magazine publishers, catalog publishers, commercial photographers, and graphic illustrators. The report was released today is available only from TrendWatch.
According to TrendWatch Partner Jim Whittington, "The TrendWatch Creative Demographic Atlas and Market Segmentation Guide is a comprehensive market and product development resource used to identify market and revenue opportunities in the U.S. creative markets. The report segments the markets by state, major metropolitan area and 3-digit zip code. This report is the only market information resource of its kind for companies marketing to creative professionals."
The following is an excerpt from the TrendWatch research study entitled "TrendWatch Creative Demographic Atlas and Market Segmentation Guide." The complete report can be obtained by contacting TrendWatch offices in Rhode Island (401-568-9899) and San Francisco (415-380-8561).
Mac vs. PC
Apple continues to dominate the creative markets. Since 1997, planned purchases of Macintosh and PowerMac workstations has risen 4.96%, yet during that same period demand for Windows workstations has fallen 19.9%. In 1999, more than 17,000 creative firms plan purchases of Macintosh and PowerMac workstations.
Nearly 3,400 creative firms plan Windows 95/98 workstation purchases and 1,600 firms plan Windows NT workstations purchases in '99. Leading the way is book and magazine publishers which are planning a 300% increase in Windows 95/98 workstation purchases compared to 1998 purchase plans. Accordingly, there is a corresponding 11% decrease in Mac workstation purchases among these publishers.
According to Dr. Joe Webb, TrendWatch Partner, "Clearly the perception that Apple is a financially stable company is reflected in the increasing demand for their workstations."
Additional Significant Data...
-- TOTAL MARKET--The total U.S. professional creative marketplace represents 62,000 sites--26% graphic designers, 20% commercial photographers, 18% corporate designers, 16% magazine and book publishers, 13% ad agencies, 4% graphic illustrators and 3% catalog publishers;
-- TOTAL SEATS--The total U.S. professional creative marketplace represents 219,000 seats--35% corporate designers, 20% graphic designers, 19% ad agencies, 17% magazine and book publishers, 5% commercial photographers, 3% catalog publishers and 1% graphic illustrators;
-- STOCK PHOTO--Nearly 15,000 firms will purchase stock photo images this year, led by graphic designers, corporate design departments and ad agencies;
-- TELECOM LINES--More than 3,300 creative firms will acquire broadband telecommunications led by graphic designers, ad agencies, and corporate design departments;
-- DIGITAL CAMERAS--Over 6,800 creative establishments will buy one or more digital cameras for production work, led by commercial photographers, corporate design and departments;
-- SCANNERS--Nearly 9,000 color scanners will be purchased by creative firms in 1999--91% of the demand is for scanners less than $10,000;
-- WEB SOFTWARE--Web software will purchased by nearly 7,000 firms, led by corporate design departments, graphic designers, magazine and book publishers and ad agencies;
-- SERVERS--Catalog publishers and corporate designer departments plan 17% and 30% increases in server purchases this year, while other markets show declines;
-- COLOR COPIERS--Nearly 2,800 creative establishments will be buying color copiers in 1999--32% will be corporate designers and 36% will be graphic designers;
-- DTP COLOR PRINTERS--In 1999, Over 14,000 creative establishments will be buying desktop color printers and proofers--32% of these purchases will be in the $2,500 to $5000 price range;
Addressing the need for demographic data Dr. Webb added, "It is generally accepted that the smaller and more distinct groups of buyers become, the greater the opportunity to meet their needs with a targeted product or service. Many market segments certainly exist in the graphic arts industry, and as markets continue to develop and change, new segments or groups of buyers are continually forming. As technology changes, and various technologies are adopted and abandoned, new opportunities for segmentation are created. This atlas organizes the creative markets into manageable information, supporting today's marketer."
Availability and Cost
The TrendWatch Creative Demographic Atlas and Market Segmentation Guide is available now at a retail price of $3950--discounts may be available for subscribers to other TrendWatch reports. For more information, please contact TrendWatch partners by e-mail (partners@trendwatch.com) or phone. On the West Coast, please contact Jim Whittington (415-380-8561); on the East Coast, Dr. Joseph Webb (401-568-9899).
EDITOR'S NOTE: Additional data is available for editorial purposes by contacting Craig Kevghas at CPR Marketing, Inc. (T: 978-392-8990/E: pr@trendwatch.com).
About TrendWatch...
TrendWatch reports, initiated and published for the past five years have increasingly gained respect as the foundation for market-sensitive decision making, and have earned the reputation of containing the most reliable and timely market intelligence in the graphic arts and creative marketplace. Dr. Webb may be contacted at 401-568-9899 and Mr. Whittington may be contacted at 415-380-8561. You can also reach TrendWatch via email (partners@trendwatch.com) or visit their website (www.trendwatch.com).
Bob Nunn - President, Operator Headgap Systems President, AppleCore of Memphis, Inc. E-mail: headgap@headgap.com
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