Print is more credible and trustworthy, according to survey

Publishing and creative content agency, Title Media, has released a white paper titled ‘Media Habits in 2025: Evolving Preferences and the Role of Print’, which seeks to find out where and how media is consumed, and which media platforms are most trusted.

Among its goals, the research paper aims to provide data about what types of media people are willing to pay for, what role advertising plays in all media types, and the overarching differences between digital and print media consumption.

As the paper states: “The results present a nuanced picture: one in which digital still – perhaps predictably – remains dominant in generic reach, but where print plays a unique, valuable, and unexpected role.”

As part of the research, a survey was undertaken asking respondents a range of questions about the trustworthiness and reliability of different forms of media.

When asked which format they considered most trustworthy, 59.3% of the respondents to the survey conducted selected print. By comparison, only 5.6% named social media as trustworthy. Survey respondents said that print feels more credible, premium, and permanent.

According to the white paper, over 60% also said that reading a print magazine felt “more special” than engaging with content online. Of the reasons for returning to print, many cited the enjoyment of its tactile aspects, how it helps take time out to slow down, and feeling weary of screens.

In addition, 66.7% of respondents said they would buy something after seeing it in a printed magazine. Digital, by comparison, scored higher for convenience and speed, but audiences cited ad fatigue and data-privacy concerns as major turn-offs.

The total number of respondents to the survey was not listed, although an appendix showing the age groups, country of residence, and work situations represented was released. This showed that the majority of the respondents were over 45, lived in the UK, and were self-employed.

All 100% of the respondents said they regularly used social media, with 53.3% regularly using print magazines and 40% using newspapers. 0% of respondents said that newsletters and digital magazines were among their top three most used type of media.

Speaking of the results of the survey, Sam Harrington-Lowe, managing director of Title Media, says: “Our aim was to get beyond assumptions. Marketers are realising that print isn’t dead – in fact quite the opposite: it’s become a mark of respect and credibility.

“When a brand invests in print, it signals quality and attention, yet digital still shines when it comes to immediacy. The results show just how complex and nuanced consumer habits are, and why marketers need to deploy a blend of both.”

The full white paper is available for free through the Title Media website.