SPECIAL FEATURE
Print and paper in a digital world
Despite deep rooted fears that the iPad, Kindle,
tablets and bite-sized modules of e-learning
would oust the faithful printed alternative, recent
research from Two Sides has proven this wrong.
Findings from a global survey in June 2017 of 10,700
consumers evidenced that print still packs a punch and
overall remains the medium of choice when it comes to
recreational reading. For example, 72% of respondents
prefer to read a physical
book compared to only
9% preferring e-books.
Other studies have
demonstrated that young
people (the so-called
digital natives) are the
most passionate print
readers, with sales of
printed books rising and
e-books falling.
76% of respondents also
iterated a fear of “fake
news” with only 24%
believing what they read
on social media. Print still
commands a respect that digital can’t match.
“As consumers and businesses become overloaded with
digital messaging, print remains a reliable medium for
advertisers. This research from Two Sides reinforces the
value of printed media.”
The survey also revealed consumers have a negative
perception of online advertising. 68% of global respondents
say they don’t pay attention to online ads and 62% find
them annoying and usually not relevant. 57% of global
respondents do their best to block or avoid online ads.
Despite the shift towards receiving digital communications,
89% of consumers believe they should have the right
to choose how they receive communications (printed
or electronically) from
financial organisations and
service providers, with a
further 77% agreeing they
should not be charged
more for choosing paper
bills and statements.
Overall, findings conclude
that consumers trust,
enjoy and gain a deeper
understanding of
information read in print,
with clear signs of digital
fatigue.
Printers and print
specialists should read up on the trends and findings of
this research. Hopefully this will enable us to speak with
confidence on the effectiveness of print and how it is a
trusted and respected ally for brands.
The full report can be accessed at www.twosides.info/
Survey2017
- Tom Bowtell, BCF’s Chief Executive
Two Sides promotes the attractiveness and sustainability of paper and print. For more information on the campaign,
tools and resources that the industry can use, please contact Tandy Wakeford ([email protected]). In partnership
with the Federation’s Printing Inks Council, the BCF supports Two Sides to promote a balanced view on the relative
environmental impact of digital vs printed media.
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Covered Spring 2018