The Fact: Many consumers value paper-based communications
Switching to digital is not always welcomed by consumers and many wish to retain the flexibility of paper-based, postal, and electronic communications. As North America becomes more digital every day, it is assumed that digital will replace paper. However, research shows that paper still has a place in today’s society and many people want to be able to choose their preferences, and even prefer print over electronic communications in many instances.
- 70% of Americans, including 69% of 18- to 24-year-olds, say they prefer to read print and paper communications rather than reading from a screen.
- Two Sides, 2011
- Millennials overwhelmingly say they prefer paper. In fact, 60 out of 66 students preferred paper to computer when studying. Even though it is thought that this generation of students may have adapted to new technology, nearly everyone expressed a preference for paper, usually saying they felt they performed better when reading on paper rather than a screen.
- Subrahmanyam, K. et al., 2013
- 87% of adult Americans agree that “The main reason companies want to shift customers to electronic delivery formats is to save money, not to be environmentally responsible.”
- Infotrends, 2013
- Even today, not everyone is computer savvy or has access to a computer. An integrated marketing strategy that includes both print and on-line components spans preferences and generations, allowing all to get the message.
- Verso Corporation, 2015
- 81% of parents believe it is “very important” that their child read print books, citing the importance of print’s unique sensory and tactile experience.
- Zickuhr, K., 2013
- “Research shows that consumers value the physical mailpiece as a record- keeping tool and reminder to pay.”
- United States Postal Service, Office of Inspector General, 2015
- 89% of adult Americans believe that “Shifting customers / clients to online-only documents disadvantages some groups, such as the elderly, disabled, low income, and poorly educated.”
- Infotrends, 2013
Please refer to our Two Sides Fact Sheets for more information