Print and paper in a digital world
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OverviewThis survey provides insight into how consumers around the globe view, prefer and trust paper and print, from reading for leisure or gaining information to news or marketing collateral.
An international survey of over 10,700 consumers was commissioned by Two Sides and carried out by independent research company Toluna in June 2017. The survey was undertaken in ten countries: Australia, Brazil, France, Germany, Italy, New Zealand, South Africa, Spain, the United Kingdom and the United States. This report analyses responses from all ten countries, providing a unique insight into consumer preferences, attitudes and trust for print and paper in a digital world. Overall, findings conclude that consumers trust, enjoy and gain a deeper understanding of information read in print, with signs of digital fatigue and concern for security and privacy evident. This report explores: • Consumer reading preferences and reading frequency for different forms of communication channels • Consumer trust and understanding in news media channels • Consumer attitudes towards advertising and marketing communication channels • Consumer attitudes towards the drive to all digital-based communications