|October 4, 2017|
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Print and Paper Packs a Punch in a Digital World
BY PHIL RIEBEL
Results of an international survey by Two Sides provides unique insight into how print and paper is viewed, preferred, and trusted by consumers around the globe. In June 2017, a survey of over 10,700 consumers was commissioned by Two Sides and carried out by leading research company Toluna. Nationally representative surveys were undertaken in ten countries: Australia, Brazil, France, Germany, Italy, New Zealand, South Africa, Spain, the United Kingdom and the United States.
The results reveal a strong preference for print when it comes to recreational reading such as books, magazines, and news: 72 percent of global respondents prefer printed books, compared to only 9 percent preferring e-books. Significant country differences were also identified: in Germany, 75 percent of consumers prefer a printed newspaper, but in Spain, only 42 percent.
Trusted and True
The survey also revealed consumers have a negative perception of online advertising. According to results, 68 percent of global survey respondents say they don’t pay attention to online ads and 62 percent find them annoying and usually not relevant. Also, 57 percent of global respondents do their best to block or avoid online ads.
Despite the shift towards receiving digital communications, 89 percent of consumers believe they should have the right to choose how they receive communications (printed or electronically) from financial organizations and service providers, with a further 77 percent agreeing they should not be charged more for choosing paper bills and statements.
The common claims assisting this drive to digital, such as “Go Green - Go Paperless” and “Save Trees”, are creating consumer suspicion as 62 percent of global respondents believe the switch to digital is because the sender wants to save money, not because it is “better for the environment”.
Concerns about security and privacy were also evident. Results show 71 percent of respondents are concerned their personal information held electronically is at risk of being hacked, stolen, lost or damaged and 73 percent keep paper copies of important documents at home for safety and security.
Here are a few more key findings from around the globe:
The drive to digital
About Two Sides
The complete report is available from the Two Sides website at www.twosidesna.org.
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