Reading from paper or reading from screens. What do consumers prefer?

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Reading from paper or reading from screens. What do consumers prefer?

It would be difficult to escape, even if you wanted to, from the digital world that surrounds us. With many of us now using Facebook, Twitter and the many other social media networks for both personal and business use, there can be a whole host of benefits to digital communication.

Most of us own or have access to at least one type of electronic device; be it a laptop, smart phone, tablet or similar, where we are able to interact online with our customers, suppliers, friends and peers. We watch breaking headlines, wait for announcements, receive orders, make payments – the list is endless – all at the click of a button or the swipe of a screen.

However, an interesting survey has been undertaken and the results published by Two Sides UK which raises the question: "Reading from paper or reading from screens. What do consumers prefer?”

“Results from the UK-based consumer research highlighted that 84% of respondents understood, retained or used information that had been printed and read on paper much better than information received on a digital device while 83% stated a clear preference for reading print on paper for more complex topics.

The survey also revealed 79% found printed media more relaxing to read, while 60% of mobile/smart phone users (rising to 71% amongst the 18 – 24 year olds) were concerned about how these devices were damaging their health (eye strain, headaches, insomnia).

Overall, the survey reported that 79% of respondents preferred to read print on paper when given the choice.”

You can see the article and the full results of the survey here:

It’s great news for those of us in the Printing sector and demonstrates the importance and relevance of printed literature in today’s increasingly digital world and is further proof that digital marketing can work well alongside and not in place of, printed marketing materials.

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