Consumer preference for print has recovered
A survey by Two Sides has found that European consumer preference for print has recovered since Covid
Wednesday, 07 Jun 2023 09:24 GMT
The Trend Tracker Survey takes place every two years and reaches over 10,000 consumers
Taken every two years, the Two Sides Trend Tracker survey has found that European consumer preference for printed materials has recovered significantly post pandemic.
The survey is described as one of the print and paper industry’s largest examining consumer preferences and perceptions of print, paper, and paper-based packaging and reaches over 10,000 consumers across 16 countries.
Being carried out every two years, the survey is able to understand consumer perceptions and enables Two Sides to assess how these have changed over time whilst highlighting trends and issues.
With the Covid-19 pandemic having taken hold in 2021, consumers moved from print to digital for their reading material, as well as communications such as bills, statements, and personal health information.
According to Two Sides, this trend has since reversed with consumer preference for print rising significantly in the two years since. In fact, the survey shows that the number of European consumers who prefer to read printed books has risen to 65% from 53% in 2021.
This is similar for printed newspapers and newspapers with preference for the former having risen from 35% to 51% and for the latter from 26% to 31%. This rise is the same for paper bills and statements, as well as for printed health information.
As well as preference, the survey quizzed participants on their opinion on the advantages of reading printed materials. Over half agreed with the idea that children and students learn more when reading printed rather than digital books and course materials.
When it comes to getting an understanding of a news story, 45% said they gain a better understanding when reading news in print rather than online.
“This study reveals a number of fascinating facts about print and the many advantages it has for consumers,” says Jonathan Tame, managing director of Two Sides Europe.
“As we complete our analysis of all topics covered by the study, including packaging and the environment, we’ll be sharing even more insights for the print and paper-based packaging industry.”
If you have any news, please email carys@linkpublishing.co.uk or join in with the conversation on Twitter and LinkedIn.
Tags:
