Print is tangible. Print excites your senses in ways no other form of communication can. You can see print, you can feel print and with scented inks and coatings you can smell it.
Print is personal. Printing allows you to express your feelings in ways other forms of communication cannot. Whether it is a printed year book which your classmates signed, a baseball card, a hand written note or a coloring book with your son’s or daughter’s greatest masterpieces. Print does it best and print will keep it safe and accessible for decades to come without the need for software upgrades or outdated technology in order to view it.
Printing is the original form of wireless communication. Printing never loses its signal. Printing doesn’t require batteries or a power outlet. Printing doesn’t crash or become corrupt when you need it most. Printing won’t electrocute you if dropped in water.
Printing is the most environmentally friendly form of mass communication and its media literally grows on tress. Printing is made from renewable and recycled materials and is easily recycled to become new again. Printing is the only form of mass communications with a one-time carbon footprint no matter how many times you use or access it.
Print is Profitable
- 85% of consumer’s sort through and read selected pieces of mail every day. (Research by Mail Print)
- 45% of consumers say that they have tried a new business after receiving direct mail. (Research by Mail Print)
- 73% of consumers prefer mail for receiving new product announcements or offers from companies they do business with as compared to 18% from email. (International Communications Research Study)
- 76% of small businesses state that their ideal marketing mix is a combination of print and digital communications. (Pitney Bowes Survey)
- Nearly 90% of consumers say they want to receive sales and promotions via direct mail and find offers in the Newspaper. (Nielsen Research)
- 67% of online searches are driven by offline messages, with 39% of shoppers making a purchase. (iProspect Offline Channel Influence on Online Search Behavior Study 2007/Choose Print).
- 63% of consumer’s report that they bought something they saw in a custom publication. (Ibid/Choose Print)
- Shoppers who receive a direct mail piece directing them to an online site spend an average 13% more than those who do not receive a printed piece. (US Postal Service FY07 Catalog Whitepaper/Choose Print)
- 88% of respondents believe that they understand and can retain or use information better when they read print on paper. There were only minor differences between age groups. Reading on screen shows lower preference with the lowest being 41% indicating that mobiles and smartphones were useful for understanding and retaining information.
- When given a choice, 81% indicated that they prefer to read print on paper. These percentages drop to 39% for screens, laptops and PCs, 30% for e-readers and 22% for mobiles or smartphones. The preference for print on paper is seen across all age groups and is strong at over 77%.
- 81% indicated they are most relaxed when reading print on paper. Age group differences were minor. Mobiles or smartphones are seen as the least relaxing way to read with only 30% preferring this method. Younger age groups indicated that they are more at ease with reading from screens than the over 45 age groups.
- 71% indicated that they were more relaxed and receptive when reading a newspaper in print compared to 36% who felt more relaxed and receptive when reading a newspaper from a screen. There were differences across age groups, however even younger age groups clearly preferred print over online.
- 75% indicated that they were more relaxed and receptive when reading a magazine in print compared to 26% when reading a magazine on screen. Differences among age groups were minor, with over 73% of all age groups preferring to read a magazine in print.
- 80% stated a clear preference for reading print on paper for complicated materials in contrast to only 13% preferring to read complicated materials on a computer screen. Mobiles and smart phones were preferred by only 3% for reading complicated materials. Reading on screens showed a much lower preference than print at below 16% across all age groups.
- The preference for reading long documents in print was also clear with only 32% indicating they prefer reading documents of 3 pages or more on screen.
- Only 23% indicated that they are easily distracted when reading print on paper whereas electronic media showed higher distraction ranging from 66% for mobiles and smartphones to 42% for e-readers.
- Many respondents print out documents. The main reasons are
- 74% believe printed documents are easier to read
- 55% believe printed documents are more secure
- 56% believe printed documents are better for storage and archiving
- 47% believe printed documents are less likely to be lost
- The preference for printing increases with increasing age. However, over 68% across all age groups indicated that they print because it is easier to read.
- 44% to 57% indicated that they prefer paper bills by mail for their financial services, utilities, telecoms, mobile or smartphone and TV. The over 45 age groups showed a higher preference for paper bills than the under 45 groups.
- Advertisements in print are clearly given more attention than their online equivalent
- 64% pay more attention to advertising when reading magazines in print 26% pay more attention to advertising when reading magazines on line
- 60% pay more attention to advertising when reading newspapers in print
- 29% pay more attention to advertising when reading newspapers on line
- 48% pay more attention to advertising when reading leaflets received by mail or dropped at the door
- 26% pay more attention to general online advertising
- There are clear concerns that switching from printed books to digital methods is affecting education
- 68% believe that books are more likely to encourage learning and the development of other skills than using screens
- 63% worry that children are not going to learn as much without books
- 59% believe that learning from books is the best way to learn
- 58% would insist that their children learn from books
- 42% believe that learning from screens, PCs, tablets etc. is just as effective as books
- 62% of mobile or smartphone users, 59% of computer users and 50% of e-reader users are worried that these devices may be damaging their health (ex: eyestrain, headaches, insomnia). Reading in print had the least health concerns with 22% concerned that it may be damaging their health.
Statistics source: Two Sides North America 6/23/15