GOOD NEWS FOR PRINT AND PAPER

European Consumer Preference For Printed Materials Has Recovered Significantly Post Pandemic.

At the height of the pandemic in 2021, many consumers had shifted from print on paper to the internet and read more on digital devices, across all categories of communications, including; newspapers, magazines, books, catalogues, bills and statements, tax statements and personal health information. That trend has reversed, however, with consumer preference for print rising significantly over the past two years. This is according to a new consumer survey commissioned by Two Sides Europe and conducted by international research company Toluna. The Two Sides Trend Tracker Survey is conducted biennially to assess consumer preferences and perceptions related to print, paper, paper packaging and tissue products.

“Despite the surge in online media and widespread withdrawal of printed communications during the pandemic, it’s clear that many consumers still value print on paper,” says

Jonathan Tame, Managing Director of Two Side Europe. “Many people are moving back towards print, especially when reading books and magazines.”

The survey shows that the percentage of European consumers who prefer to read printed books has risen to 65%, up from 53% in 2021. The preference for printed magazines is now 51%, up from 35%. The trend for newspapers and catalogues is similar, with the preference for print up to 31% from 26%, and to 33% from 21%, respectively. The preference for paper bills and statements is also on the rise, up to 38% from 19%, as is the preference for printed personal health information, up to 39% from 29%.

Learning And Understanding

The survey also sought opinion on the advantages of reading material in print. This revealed that more than half (52%) agreed or strongly agreed with the statement: “I think children and students learn more when reading printed rather than digital books and course materials,” compared to just 16% who disagreed or strongly disagreed. 45% agreed or strongly agreed with the statement: “I get a better understanding of the story when reading news in print rather than online, compared to 28% who disagreed or strongly disagreed.

These results reinforce academic studies that have demonstrated the important role print has in education and in helping people understand complex information, whether that information is in the form of textbooks or news stories.

“This survey reveals a number of fascinating facts about print and the many advantages it has for consumers,” says Jonathan. “As we complete our analysis of all topics covered by the study, including packaging and the environment, we’ll be sharing even more insights for the print and paperbased packaging industry.”

An executive summary of the Trend Tracker Survey 2023 will be published in June and available to industry stakeholders on request. Contact Two Sides at enquiries@twosides.info to register your interest in receiving this summary. www.twosides.info