Kodak Study Reveals What Americans ThINK About INK

ROCHESTER, N.Y., May 21 /PRNewswire/ -- Conservationists take note: Eight out of 10 home printer owners say it is important to conserve -- home printer ink!

(Logo: http://www.newscom.com/cgi-bin/prnh/20070521/CLM038LOGO )

According to a recent nationwide, Kodak-commissioned study, nearly 50 percent of home printer owners report they would print more or differently if ink cost less. Nearly 60 percent of respondents say printer ink is expensive so they try not to waste it.

The survey also reveals sacrifice, compromise and even sneaking around in the name of ink savings, such as:

-- Printing in black and white to conserve color ink (59%) -- Printing in "draft" or "economy" mode (33%) -- Denying themselves a hardcopy all together - choosing to view things on screen instead of printing (57%) -- Avoid printing photos (30%) -- Printing at other locations, such as a friend's house (25%)

Ink miser tendencies can even impact a child's view of the world, as 30 percent of parents polled say if ink was less expensive, they would let their children print more and in color. Thirty-six percent of parents outright limit their children's printer access and use.

Personal Printing on the Job: Emergence of the Office "Ink Sneak"

Kodak's thINK survey also probed a relatively new office phenomenon, reminiscent of the once common practice of stealing office pens - "ink sneaking."

The study reveals that six out of 10 office workers with home printers (59%) print personal documents at work - with more than 70 percent saying they are most likely to engage in such behavior off-the-clock. While one third (35%) of office workers cite printer speed as the reason they print personal documents at work, more than one-quarter (28%) use office printers to preserve home printing supplies or because the printing is free (24%).

What are ink sneaks printing? The survey reports that maps and directions (60%) and online research or web site information (49%) are the two types of personal printing documents most often inked at work. Other personal printing done on the job include:

-- Personal office correspondence (42%) -- Travel itineraries (42%) -- Articles from online news sources (35%) -- Photos (20%); Recipes (18%), Online shopping receipts (17%)

While a majority of office workers admit to ink sneaking, ink "finking" is practically nonexistent. Although more than half (56%) of respondents have seen a co-worker print personal documents at work, virtually no one (4%) has snitched or complained about a colleagues who has printed an excessive amount of personal documents at work.

Free thINK Analysis

"Americans' ink problems stem from the fact that people believe the price of ink just stinks," says Dr. Will Miller, noted pop culture psychologist, author and self-proclaimed "Ink Shrink."

According to Dr. Will, the typical home printer owner fits one of three ink personalities - squirrels, squids or snakes. Based on his psychology expertise and results from the thINK survey, these ink types are characterized by the following:

-- Squirrels: Conscientiously concerned about conserving ink -- Squids: Not concerned about wasting ink; strong likelihood to print whatever, whenever -- Snakes: Printing personal documents away from home or having others print for them

Consumers curious about their own ink personalities can take a free thINK profile quiz at http://www.inkisit.com/.

"Printer innovations, like Kodak's new premium ink, can reduce undue stress and ink conservation maneuvers for the squirrels and snakes among us," continues Dr. Will. "It can also drive thicker family photo albums, less ink sneaking at the office and better printer privileges for the kids."

Be Smart When Thinking Ink

For consumers looking for a solution to the high cost of ink, Kodak offers premium ink that saves them up to 50% on everything they print compared to similar consumer inkjet printers*. The new KODAK EASYSHARE All-in-One Printers use KODAK pigmented inks in a simple two-cartridge setup. The 5-ink color cartridge at $14.99 MSRP and black cartridge at $9.99 MSRP make replacement inks truly affordable to the customer, who can now print from home without thinking too hard about ink.

For further additional information on KODAK EASYSHARE All-in-One Inkjet Printers, as well as other KODAK Products, please visit http://www.kodak.com/.

Methodology

This survey was conducted by Braun Research in March 2007. A total of 1,000 26-question surveys were completed via telephone to American adults age 18 or older who have a personal printer at home.

About Eastman Kodak Company

Kodak is the world's foremost imaging innovator. With sales of $10.7 billion in 2006, the company is committed to a digitally oriented growth strategy focused on helping people better use meaningful images and information in their life and work. Consumers use Kodak's system of digital and traditional products and services to take, print and share their pictures anytime, anywhere; Businesses effectively communicate with customers worldwide using KODAK solutions for prepress, conventional and digital printing and document imaging; and Creative Professionals rely on KODAK technology to uniquely tell their story through moving or still images.

More information about Kodak is available at http://www.kodak.com/. (Kodak and EasyShare are trademarks of the Eastman Kodak Company.)

*Savings based on home printing of documents and photos, using average ink costs of comparable consumer inkjet printers. Actual results may vary. For more information, visit http://www.kodak.com/go/inkdata for details.

Media Contacts: Lori Page, Kodak, 770-522-2819, lori.page@kodak.com Fiona Roberts, Ketchum, 404-879-9180, fiona.roberts@ketchum.com