How consumers respond to print in a Digital World
A study conducted by TWO SIDES concluded that consumers trust, appreciate and understand information better when it is read on paper. We consider the implications regarding consumer preferences and digital fatigue.
Campaign Group Two Sides, a global initiative by the graphic communications industry, has conducted a study into consumers’ perception of digital and printed media. The study has found some surprising attitudes among the consumers questioned in 10 countries: Australia, Brazil, France, Germany, Italy, New Zealand, South Africa, Spain, United Kingdom, United States.
In each country, there remains a strong preference for reading books and magazines in printed form – averaging at 72% globally.
However, when it comes to news media, consumers are more attuned to consuming content in either format – just 55% preferred printed newspapers over digital options.
A significant proportion of consumers expressed concerns about their digital consumption. 52% of those questioned admitted to spending “too much” time on electronic devices and 53% said they are worried that their overuse of digital media could be damaging to their health – regarding eyestrain, sleep deprivation and headaches. One-third of those questioned said they are suffering from “digital overload.”
Another major concern expressed by respondents was the reliability of digital information sources. 51% of consumers said they trust the stories they read in printed newspapers, but this figure dropped to 24% when asked about the trust they felt about digital sources.
￼￼￼￼￼￼￼￼￼What’s more, 65% respondents also felt that they gained a deeper understanding of the story when reading from printed media.
These attitudes have interesting implications for media communications and the advertising industry – and the survey does go on to explore consumer attitudes to printed and digital advertising and communications in more detail.