Research Suggests Print Power Still Rules

Two recent surveys revealed that consumers much prefer print to electronic media when reading news, magazine content, complicated information and bills.

Global research company Toluna, were commissioned by Two Sides, to conduct two independent surveys among 500 consumers in the UK and 1,000 in the US, this sample excluded people in the paper, printing or allied industries.

The surveys options ranged from “strongly disagree” to “strongly agree” to gage the degree to which they agreed with a series of statements.

Researchers found that paper outranked other mediums in statements regarding the best way to retain information (84% of UK respondents), the most relaxed medium when reading on (79% in total), and being most receptive (69% agreed with printed newspapers). Meanwhile, people also indicated that they preferred to read printed complicated documents, bills and other financial statements. Looking at the age spectrum, 91% of those aged 65 or over and 82% of those aged 18-24 agreed that print could help them retain or use information better. Also, 77% of those in the youngest age group compared with 87% of the oldest agreed that reading on print is much more relaxing than reading from a screen.

According to Martyn Eustace, Two Sides Director, physical reading experience is still considered more informative, less distracting and less harmful to health, compared to on-screen reading. However despite this, this form of reading is still taking up an increasing amount of consumer time.

He added, “While acceptance of digital media is generally stronger among younger age groups in the survey, there is no evidence to suggest their preferences are significantly different to older ages, with a preference for ‘print on paper’ still in existence across all ages. This indicates there is still a more fundamental and human way in which we react to the physicality of paper-based print.”

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