Reading Preferences and Habits of U.S. Consumers
The consumer survey, “Print and Paper in a Digital World,” highlights interesting consumer trends on reading preferences and habits related to print vs digital. The recent Toluna survey commissioned by Two Sides showed that 62% of U.S. consumers between the ages of 18 to 55+ preferred to read books in print vs electronic devices, including 63% of the youngest age group (18 to 24 year-olds). Both groups strongly agreed (72-73%) that reading a printed book is more enjoyable than reading a book on an electronic device. Reading magazines showed a difference between the overall consumer response (66%) and the 18 to 24 year-olds (56%) although both still prefer print to digital. When asked if reading a printed magazine is more enjoyable than reading a magazine on an electronic device, the overall response was 73% and the younger group response was 66%. Click Read More below for additional information.