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Print and Paper in a Digital World
Tue Nov 21, 2017


Print and Paper in a Digital World contains the results of a survey commissioned by Two Sides, carried out in June 2017 by leading research company Toluna. The research poll was carried out across 10 countries, to gain unique insights into the preferences, attitudes and behaviours of consumers around the world towards paper and print in a Digital World.

Insights into consumer reading preferences indicate that 72% of global consumers preferred printed books with only 9% preferring e-books. In the UK 78% preferred to sit back and relax with a printed copy of their favourite magazine.

Not only is there a global preference for print, there is also a greater trust in print. People are worried about fake news – 39% trust news in print newspapers, whilst only 16% trust online news stories via social networks. Key findings indicate that print is more trusted and provides a deeper understanding – 63% of UK consumers believe that reading news in a printed newspaper provides a deep understanding of the story.

The survey also revealed worries about ‘digital overload’ and the possible damage to health – 47% of consumers in the UK believe they spend too much time on electronic devices and 46% are worried that the overuse of electronic devices could be damaging to their health. 69% of all respondents do believe that it is important to “switch off” and enjoy more print.

The survey found that online advertising is viewed negatively by the majority of global respondents. 58% of all respondents do their best to ignore or block online ads. 46% of global respondents pay more attention to messages and advertisement in printed leaflets or mail than messages and advertisements delivered through emails.

Key findings from the report include:

Reading Preferences: UK - 78% of consumers preferred reading a printed book rather than a book on an electronic device.

Reading Habits: UK – 58% of 18-24-year olds read a printed book at least once a week.

Trusted news: UK – 76% believe fake news is a worrying trend.

Digital Overload: France – 79% think it’s important to switch off & enjoy printed books and magazines.

Advertising preferences: UK – 78% don’t pay attention to online ads.

The drive to digital: UK – 88% believe they should have the right to choose how they receive communications from financial organisations and service providers.

Overall, findings conclude that consumers trust, enjoy and gain a deeper understanding of information read in print, with signs of digital fatigue developing, and concern for security and privacy evident with regard to Digital Media.


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