There is no denying that we live in a digital world where today’s consumers can access more information than ever before. As a result, print and paper is the subject of much debate.
An international survey of more than 10,700 consumers is authorized by Two Sides and is conducted by independent research firm Toluna in June 2017 on this subject.
The survey was conducted in 10 countries: Australia, Brazil, France, Germany, Italy, New Zealand, South Africa, Spain, the United Kingdom and the United States. This report analyzes the responses of ten countries and provides unique insights into consumer preferences, attitudes and beliefs in print and paper in a digital world.
Some results are:
– 60% of consumers do not remember the last time they clicked voluntarily on online advertising.
– 69% of respondents in the UK found that online ads were not relevant.
– 58% of consumers do not trust the ads they see on the internet.
– 65% of consumers believe that reading printed prospectuses allows them to have more knowledge about the product or service they are interested in.
– 58% felt that they could get more information through printed leaflets and letters, rather than digital marketing.
Overall, 69% of consumers said it was important to “disconnect” and utilize print media such as magazines, books and pamphlets.
Print media is still a valuable source of advertising. The fact that the majority of consumers trust digital media than digital printing is a huge indicator that printing is still relevant and extremely important. In general, the results of the report conclude that consumers trust, gain and understand the information they read on paper.