Print media saw significant disruption during the coronavirus pandemic as many people moved online for news and information, but consumers’ preference for receiving and reading print on paper has rebounded over the past two years. This according to a new survey commissioned by Two Sides North America and conducted by global research firm Toluna.
“Some observers predicted that people who switched from paper to digital media during the pandemic would never return, but this has not been the case,” says Two Sides North America President Kathi Rowzie. “Across every category of media included in the survey, from books and magazines to newspapers and product catalogs, consumers’ preference for paper has increased since 2021.”
The 2023 Two Sides Trend Tracker Survey asked consumers how they prefer to receive and read various types of media – on paper, mobile/tablet, e-reader (e.g., Kindle), laptop/desktop or no preference. Results showed an increase from 2021 in the preference for paper over digital communication in the following categories.
Books: 50% prefer paper, up from 44%
Magazines: 47% prefer paper, up from 38%
Newspapers: 34% prefer paper, up from 29%
Catalogs: 30% prefer paper, up from 22%
As might be expected, the survey showed that younger adults, those age 18 to 24 in particular, prefer to receive and read all types of media online. But even among these younger consumers, more than three in 10 prefer to read books and magazines in print.
more at: https://twosidesna.org/US/two-sides-north-america-survey-u-s-consumer-preference-for-paper-communications-shows-post-pandemic-gains/