For the last few years there are many who have predicted that a combination of the internet, mobile phones and tablets would signal the death of print. However, research commissioned by the pressure group Two Sides, shows that is far from the case and that print is in fact going through something of a revival.
The research, carried out by independent research organisation Toluna, asked 500 consumers in the UK and 1,000 in the United States how much they enjoyed reading on different types of media. More often not respondents chose ‘agree’ or ‘strongly agree’ when referring to print. Some of the standout statistics from the research show that:
- 84% of UK respondents felt that they retained or used information better when reading it from printed words.
- 78% of people said that, given the choice, they would prefer to read from printed materials.
- 21% felt they were less distracted when reading from print, compared with 65% when reading on a smartphone.
Living in a digital age, you would presume that the young generations who have grown up surrounded by computers, mobile phones and tablets would prefer digital forms of communication. However, the research shows that a large percentage of young adults actually prefer to read from print. When you break down the research into age groups you can see that:
- 82% of 18-24 year olds said they could understand and retain information far more effectively in printed form.
- This figure rose to 78% for 35-44 year olds, 86% of 45-64 year olds and 91% of those aged 65 and over.
Giving his thoughts on the research, the Managing Director of Two Sides, Martyn Eustace, said:
“We can’t stop technological advances, nor would we want to, but what we must do is continue to educate and inform consumers and marketers of the benefits of paper-based communications in the multi-channel world. To that end, Two Sides will continue its work to inform the wider public to dispel common environmental misconceptions.
These results from our latest Two Sides survey have lessons for all those who choose the way in which information is distributed, particularly for advertisers, marketers and educators who need to understand how information is being delivered, received, processed and retained. While on-screen reading occupies an increasing amount of consumer time, the people’s preference is still for a physical reading experience, which they believe to be a trusted medium, more informative, less distracting and less harmful to their health.”
So before you think about ditching your brochures or moving your entire catalogue online, it might pay to consider how your customers prefer to read about your business. It may just be that a well-designed and beautifully printed brochure is exactly what they are looking for!
You can read the Two Sides report by clicking here.
