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Why people still prefer print over paper
Just to keep you all informed two sides had conducted a survey and it found that people still prefer paper over digital.Why cause paper is a safe media.
The survey was commissioned by Two Sides and carried out by international research company Toluna in May 2015. 500 UK and 1000 US consumers were asked their opinion on a variety of issues relating to the switch from paper-based to digital media
The report details the responses from UK consumers and reveals fundamental concerns about the digital reading experience.
The results of the survey undertaken with US consumers are being published in a companion report.
The results of the UK survey have lessons for all those who choose the way in which information is distributed, particularly advertisers and educators.
Whilst on-screen reading occupies an increasing amount of consumer time, people’s preferences are still for a physical reading experience which they believe is more informative and less distracting.
It is not evident that younger ages are significantly different to older groups. Whilst acceptance of digital media is stronger amongst younger ages, a preference for print on paper still exists for all ages
and indicates a more fundamental and more human way that we react to the physicality of print on
paper.
There is also a concern that the increasing time spent with electronic media is damaging to health.
Key Findings:
84% of people believe that they understand and can retain or use information much better when they read print on paper. Only 31% of people thought mobiles and smart phones were
useful for imparting understandable, useful and memorable information.
79% of people are most relaxed when reading print on paper. Mobiles or smart phones being
seen as a relaxing media by only 23%
60% of mobile or smart phone users, (71% 18 -24’s), 57% of computer users, (74% 18 -24’s), and 46% of e-readers, are worried that these devices may be damaging their health; (eyestrain, headaches, insomnia).
83% of all respondents state a clear preference for reading print on paper for complicated documents. Mobiles and smart phones were preferred by only 2% of all respondents.
Only 21% are easily distracted when reading print on paper whereas other electronic channel show high distraction rates ranging from 65% for mobiles and smart phones to 42% for ereaders.
Many people print out important documents: o 72% believe printed documents are easier to read
o 49%, believe printed documents are more secure
o 53% believe printed documents are better for storage and archiving
o 43% believe printed documents are less likely to be lost
Almost 50% of people want to have a paper bill for their Financial Services. For other services;
40% of utility customers, 36% of landline customers, 29% of mobile phone customers, 28% of
broadband customers and 33% of TV services customers prefer to get their bills and statements
on paper. 69% of respondents are more relaxed and receptive when reading a newspaper on paper
compared to 25 % who felt more relaxed and receptive when reading a newspaper from a
mobile device.
66% of respondents are more relaxed and receptive when reading a magazine compared to 18
% who feel more relaxed and receptive when reading a magazine from a mobile device.
Print is an important advertising medium
o 54% pay more attention to advertising when reading magazines in print compared to
19% who pay more attention to advertising when reading magazines on line
o 52% pay more attention to advertising when reading newspapers in print compared to
21% who pay more attention to advertising when reading newspapers on line
o 67% of 18 – 25’s and 65% of 25 -34’s pay more attention to adverts when reading
magazines in print, higher than other age groups.
o 50% of 25 – 34’s and 43% of 35 – 44’s pay more attention to advertising using mail or
door
The switch to digital learning methods is of
o 66% believe that books are more likely to encourage learning and the development of
other skills than using screens
o 58% worry that children are not going to learn as much without books
o 57% believe that learning from books is the best way to learn.
o 56% would insist that their children learn from books
When given a choice, 78% of people prefer to read in print, on paper.