To understand the underlying drivers of media consumption and technology adoption -- and thus graphic paper consumption -- the authors recently performed detailed analyses of consumer behavior, advertising trends, and publishing strategies in eight markets that together account for some 55% of the world's consumption of graphic paper: Brazil, China, Germany, India, Russia, Scandinavia, South Korea, and the US. The key driver of future substitution is broadband availability -- wired or wireless -- at reasonable prices. The Internet is gaining significant share among consumers. Forecast for graphic paper demand shows significant growth in markets such as China and India, while Western Europe and the US will experience a decline.
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