Campaign Info from Two Sides:

The results of an international survey by Two Sides provides unique insight into how print and paper is viewed, preferred and trusted by consumers around the globe.

In June 2017, a survey of over 10,700 consumers was commissioned by Two Sides and carried out by leading research company Toluna. Nationally representative surveys were undertaken in ten countries: Australia, Brazil, France, Germany, Italy, New Zealand, South Africa, Spain, the United Kingdom and the United States.

The results reveal a strong preference for print when it comes to recreational reading e.g. books, magazines, news, etc. 72% of global respondents prefer printed books, compared to only 9% preferring e-books. Significant country differences were also identified: in Germany, 75% of consumers prefer a printed newspaper, but in Spain, only 42%.

Key findings from around the globe

Reading preferences

• France: 85% would rather read a book in print
• UK: 78% prefer printed magazines
• Germany: 75% prefer printed newspapers
• Australia: 63% prefer to shop with printed catalogues
• Brazil: 61% prefer their energy and utility bills in print

Reading habits

• Germany: 67% read a printed newspaper at least once a week
• U.S.: 63% read addressed advertising mail at least once a week
• Italy: 57% read a printed magazine at least once a week
• Spain: 56% read a printed book at least once a week
• Australia: 54% browse and shop for products using a printed catalogue weekly
• France: 35% never read marketing emails

Trusted news

• South Africa: 87% think fake news is a worrying trend
• France: 74% would be very concerned if printed newspapers were to disappear
• U.S.: 71% believe reading news in a printed newspaper provides a deep understanding of the story
• France: 62% trust the news stories in printed newspapers
• New Zealand: Only 17% trust the news stories they read on social media

Digital overload

• France: 79% think it’s important to “switch off” and enjoy printed books and magazines
• U.S.: 73% believe reading a printed magazine is more enjoyable than reading a magazine on an electronic device
• UK: 72% believe reading a printed book is more enjoyable than reading a book on an electronic device
• Brazil: 67% believe they spend too much time on electronic devices
• Spain: 60% are concerned the overuse of electronic devices could be damaging to their health

Advertising preferences

• UK: 78% don’t pay attention to most online ads
• Australia: 66% can’t remember the last time they willingly clicked an online ad
• Germany: 64% find online advertisements annoying and usually not relevant
• U.S.: 54% are more likely to take action after seeing an ad in a printed newspaper or magazine than if they saw the same ad online

The drive to digital

• South Africa: 93% believe they should have the right to choose how they receive communications from financial organizations and service providers
• UK: 84% believe if they choose to receive bills and statements electronically, they expect to have the option to go back to paper communication
• U.S.: 83% believe they should not be charged more for choosing paper bills or statements
• Spain: 79% are increasingly concerned their personal information held electronically is at risk of being hacked, stolen, lost or damaged
• France: 74% find it easier to track expenses and manage finances when it is printed on paper

Download the full report from Two Sides: Print and Paper in a Digital World - An International Survey of Consumer Preferences, Attitudes and Trust