SWITCHING TODIGITAL ISNOTALWAYS
WELCOMEDBYCONSUMERSAND
MANYWISH TORETAIN THE FLEXIBILITY
OFPAPER-BASED, POSTALAND
ELECTRONICCOMMUNICATIONS.
AsNorthAmericabecomesmoredigital
everyday, it isassumed that digital
will replacepaper. However, research
shows that paper still hasaplace in
today’s societyandmanypeoplewant
tobeable to choose their preferences,
andevenprefer print over electronic
communications inmany instances.
24
•
70%of Americans, including69%of
18- to24-year-olds, say theyprefer to
readprint andpaper communications
rather than reading froma screen.
24
•
87%of adult Americansagree that
“Themain reason companieswant to
shift customers toelectronicdelivery
formats is to savemoney, not tobe
environmentally responsible.”
30
•
89%of adult Americansbelieve that
“Shifting customers / clients toonline-
onlydocumentsdisadvantages some
groups, suchas theelderly, disabled,
low income, andpoorlyeducated.”
30
•
81%of parentsbelieve it is “very
important” that their child readprint
books, citing the importanceof print’s
unique sensoryand tactileexperience.
31
•
Millennialsoverwhelmingly say they
prefer paper. In fact, 60out of 66
studentspreferredpaper to computer
when studying. Even though it is
thought that thisgenerationof
studentsmayhaveadapted tonew
technology, nearlyeveryoneexpressed
apreference for paper, usually saying
they felt theyperformedbetter
when readingonpaper rather than
a screen.
32
•
Even today, not everyone is computer
savvyor hasaccess toa computer.
An integratedmarketing strategy
that includesbothprint andon-line
components spanspreferences
andgenerations, allowingall toget
themessage.
33
•
“Research shows that consumers value
thephysicalmailpieceasa record-
keeping tool and reminder topay.”
34
“More than90%of young
people share thebelief
that paper options should
bepreserved, andmore
thanhalf prefer to receive
paper billsand
statements.”
InfoTrends
30
Visit
for the full fact sheet
16
