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%.

Clearly, many of us enjoy reading in print when it comes to books and magazines, but the survey showed that news consumption habits are changing.

A total of 74% overall and 81% of 18 to 24 year-olds say they read news on a tablet, smartphone or computer at least once per week. Overall, 63%, and less than half of the younger age group (46%) also say they read a printed newspaper at least once a week.

The younger the reader, the more likely they are reading news on e-devices, with only 35% of the 18 to 24 year-olds preferring to read newspapers in print (vs digital) while the overall response was 61% in favor of print. However, when consumers were asked if reading a printed newspaper is more enjoyable than reading a newspaper on an electronic device, the responses were higher: 56% for the younger age group and 65% overall.
more at: http://www.twosidesna.org/US/Reading-Preferences-and-Habits-of-US.-Consumers?utm_medium=email&utm_campaign=Reading%20Preferences%20and%20Habits%20of%20US%20Consumers%202017-12-18%20143756&utm_content=Reading%20Preferences%20and%20Habits%20of%20US%20Consumers%202017-12-18%20143756+CID_180b1123cabd2c904a0ef63f808ee866&utm_source=Email%20marketing%20software&utm_term=Read%20the%20full%20blog%20to%20find%20out