Following research Two sides conducted recently interviewing 10, 700 consumers over several countries including the UK, the evidence that print and paper in a digital world is still more important is overwhelming.
18-55’s were interviewed during the research with an average of 19% interviewed for each age group up until 55+ where 32% were interviewed, however, 18-54 represented the larger group of participants with an equal share of male and females.
The conclusion of the research indicates that people prefer to read printed rather than digital versions finding them more enjoyable, with a breakdown as follows:
- Books 72%
- Magazines 72%
- Newspapers 55%
Interestingly, only 33% of participants preferred receiving printed bills, with the majority preferring these in digital versions. We must not like to see those bills landing on our doorsteps!
What is evident is the trust placed in print, where the results showed that 65% of consumers gained a greater knowledge and understanding from printed versions and that trust was placed in the printed newspaper than news on social media with 71% of people worrying about fake news on social media.
Reading habits seem to vary with 54% of participants preferring books and 48% preferring magazines in the printed versions. However, all commented on their concerns over their digital health with 52% worried they spend too much time on their devices and 53% concerned that their over use of digital items could damage their health, whilst a third felt they had “digital overload”.
Regarding printed marketing and advertising, 52% prefer to read product catalogues and 45% responded to liking to receive personally addressed advertising and leaflets through the post whilst 46% paid attention to them and acting on seeing an advert in print. Surprisingly 68% of respondents don’t pay attention to on line adverts with 57% trying to avoid on line ads.
Interestingly, 71% of people interviewed showed concern over their privacy in holding personal information electronically with 73% believing that having hard copies kept in a safe place in their home was more secure.
So, it appears that contrary to the hype that print is over, it is very much integral to our lives and here to stay.