Here is the transcript from the infographic.
Some say it is. But some have been saying that all the while research says otherwise. Since the 1980s researchers in psychology, computer science and library & information science have confirmed the advantages of paper over reading on screen. So what do recent consumer choices say?
78% Said that given a choice they would prefer to read on paper
Passing a message through print can be for a variety of reasons, news, bills or education. Whatever the reason,
most people like reading on paper to reading on screens and this was true across the age ranges.
72% Believe printed documents are easier to read
‘Dry eye’ is a condition that occurs when the eyes do not make or produce enough fluid or the fluid
evaporates too quickly. When talking to the Independent, Dr. Yuichi Uchino suggested, “When we stare at computers,
our blinking times decreased compared to reading a book at the table,”
85% Of consumers sort and read their snail mail on a daily basis according to Research by Mail Print
The direct mail advertising spend fell by 17.1% between 2009- 2014 according to the latest Communications Market Report from Ofcom. With this reduction in competition, marketing messages get more face time with the added opportunity of sticking around for weeks in homes and businesses.
84% Of UK respondents agreed they retained or used information better when reading printed words
In the article ‘Why the Brain prefers Paper’ for Scientific American, Ferris Jabr explained; “When we read, we construct a mental representation of the text. Most digital devices interfere with intuitive navigation of a text and inhibit people from mapping the journey in their mind.”
71% Of consumers understand that paper is a renewable and recyclable product that, if responsibly produced and consumed, can be the sustain-able way to communicate
Recycling is now a part of our daily lives and many people are aware of the developments in sustainable forest plantations. So there is no harm to your businesses eco credentials using print marketing, you could even enhance this by using FSC paper.
87% Of consumers agree that the main reasons companies want to shift to electronic delivery, is to save money – not to be environmentally responsible.
People are bombarded with pop-ups and banner ads from a variety of sources, some far less scrupulous than others. The fear of spam and viruses has people wary of clicking through unless they are already familiar with the brand. Print provides credibility to an advert and builds trust through a tangible introduction.
79% Said they felt most relaxed when reading print
A recent study in the Journal of Applied Physiology (Cajochen) suggested that the blue-light wavelength emitted from screens suppresses the sleep inducing hormone melatonin, increasing alertness. This is great if you’re at work but when you get home and want to chill out, reading a printed item would be far more relaxing.
54% Pay more attention to advertising when reading in print compared to 19% who pay more attention to advertising when reading on-line.
This is higher for 18-34 year olds, dispelling the belief that younger people are ‘digitally-optimised’. Perhaps younger people are more able to filter out the distracting messages overwhelming their online experience due to their increased time online.