October 2019

Busting the Myths - Two Sides research report

A study of consumer perceptions and attitudes towards print and paper.

A European survey of 6,000 consumers was commissioned by Two Sides and carried out by independent research company Toluna in February 2019.

This report explores the myths about print and paper's environmental impact, as well as dispelling the common misconception that consumers no longer refer reading in print or receiving paper communications from their service providers.

KEY FINDINGS

Environmental Perceptions
• Only 10% of Europeans believe European forests have been increasing in size
• Only 20% of consumers believe the European paper recycling rate exceeds 60%
• Wood is considered the most environmentally-friendly material, followed by glass and paper
• Electronic devices are considered to be the second-worst product for the environment, only narrowly behind plastic

Reading Preferences
• 69% of consumers believe print is the most enjoyable way to read books
• 61% find printed magazines most enjoyable and 54% prefer printed newspapers
• 48% are concerned the overuse of electronic devices could be damaging to their health
• 45% believe they spend too much time on electronic devices

Consumer Choice
• 78% of consumers believe they have the right to choose how they receive communications (printed or electronically) from their banks and other service providers
• 76% believe they have the right to revert back to paper options after choosing digital
• 62% believe they should not be charged for receiving paper bills and statements

Download the full report from the Two Sides website using the link below.