Log In | Become a Member | Contact Us

Market Intelligence for Printing and Publishing

Connect on Twitter | Facebook | LinkedIn

Featured:     SGIA EXPO     Production Inkjet     Installations and Placements Tracker

Print and Paper Packs a Punch in a Digital World

Published on October 5, 2017

WhatTheyThink spoke with Phil Riebel, President of Two Sides North America, about recent initiatives at the print advocacy organization. These include advertising outreach in consumer media and a recently completed survey of over 10,700 consumers on media preferences. The results reveal a strong preference for print when it comes to recreational reading with 72% of global respondents indicating they prefer printed books, compared to only 9% preferring e-books.

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

         Email Icon Email    Reprint Icon Embed/Reprint


Post a Comment

To post a comment Log In or Become a Member, doing so is simple and free



Recent Videos


Video preview: Modern Litho Expands Its Footprint

Modern Litho Expands Its Footprint

Published: November 12, 2018

Jim Tomblinson, Vice President of Operations for Modern Litho, discusses the breadth of the company's offerings, its expanding geographical footprint, and how it has benefitted from the adoption of processes plates.


Video preview: Two Sides'

Two Sides' "Keep Me Posted" Campaign Advocates Access to Printed Communications

Published: November 12, 2018

Phil Riebel, President of Two Sides North America, talks about the work the organization does to advocate for printing and paper, with more than 1,000 members. Through its Keep Me Posted Campaign, the organization is advocating access to printed statements and communications.


Video preview: Frank Visits a Mailing Museum

Frank Visits a Mailing Museum

Published: November 9, 2018

JLS Mailing Services of Brockton, Mass., traces its roots back to 1918 when Elizabeth Joyce Braddock, one of America's first female entrepreneurs, founded the Joyce Letter Shop. She first discovered the benefits of communicating through direct mail while selling hay for her dad—and the company has grown to become one of New England’s largest direct communications companies. Frank—with Bill Hogan, a local historian—tour JLS's unique mailing museum.


Video preview: David Fellman on Worldwide Sales Training

David Fellman on Worldwide Sales Training

Published: November 8, 2018

David Fellman, President of David Fellman & Associates and longtime Printing News contributor, shares his experiences in Australia and New Zealand in worldwide sales training.


Video preview: Looking Ahead to drupa 2020

Looking Ahead to drupa 2020

Published: November 8, 2018

Sabine Geldermann, Director of drupa and Global Head of Print Technology, talks about what visitors can expect at drupa in 2020.


Video preview: Stefan Hunkeler on the Upcoming Hunkeler Innovation Days

Stefan Hunkeler on the Upcoming Hunkeler Innovation Days

Published: November 7, 2018

Stefan Hunkeler, President of Hunkeler, looks forward to Innovation Days in February and offers a preview of what attendees can look forward to in high-end inkjet production.


View More Videos


Become a Member

Join the thousands of printing executives who are already part of the WhatTheyThink Community.

Copyright © 2018 WhatTheyThink. All Rights Reserved