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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

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