Print and Paper in a Digital World
Despite deep rooted fears that the iPad, Kindle, tablets and bite-sized modules of e-learning would oust the faithful printed alternative, recent research from Two Sides has proven this wrong.
Findings from a global survey in June 2017 of 10,700 consumers evidenced that print still packs a punch and overall, remains the medium of choice when it comes to recreational reading. For example, 72% of respondents prefer to read a physical book compared to only 9% preferring e-books. Other studies have demonstrated that young people (the so-called digital natives) are the most passionate print readers, with sales of printed books rising and e-books falling.
76% of respondents also iterated a fear of "fake news" with only 24% believing what they read on social media. Print still commands a respect that digital can't match.
The survey also revealed consumers have a negative perception of online advertising. 68% of global respondents say they don't pay attention to online ads and 62% find them annoying and usually not relevant. 57% of global respondents do their best to block or avoid online ads.
Despite the shift towards receiving digital communications, 89% of consumers believe they should have the right to choose how they receive communications (printed or electronically) from financial organisations and service providers, with a further 77% agreeing they should not be charged more for choosing paper bills and statements.
Overall, findings conclude that consumers trust, enjoy and gain a deeper understanding of information read in print, with clear signs of digital fatigue.
Printers and print specialists should read up on the trends and findings of this research. Hopefully this will enable us to speak with confidence on the effectiveness of print and how it is a trusted and respected ally for brands.
The full report can be accessed at www.twosides.info/Survey2017
Two Sides promotes the attractiveness and sustainability of paper and print. For more information on the campaign, tools and resources that the industry can use, please contact Tandy Wakeford. firstname.lastname@example.org
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