Consumers Continue to Choose Print Communications

The latest global study of 8,800 consumers from Two Sides shows that responsible organisations should not remove consumers' right to choose whether they receive paper or digital communications. The study, conducted in January 2021, examined consumer attitudes and perceptions towards printed communications, paper, and paper-based packaging. 

Many organisations have moved consumers to receive digital communications rather than traditional formats such as print. Many of these organisations have implemented these changes as part of cost-saving initiatives; however, misleading statements have also been used to sway consumers into this choice by overstating environmental benefits, a practice commonly referred to as greenwashing.

A recent study, 'Paper’s Place in a Post-Pandemic World,' conducted by the not-for-profit organisation Two Sides and independent research company Toluna, found that consumers overwhelmingly want the right to choose how they receive communications (digitally or in print) from organisations.

The right to choose.

• 76% of UK consumers want the right to choose.
• 74% of the EU wants this choice.

Society's most vulnerable members often depend on traditional, postal, transactional mail. The move to an online-only society risks disconnecting many older people, disabled people, rural dwellers, and households on low incomes.

• In the UK, 4.5 million adults have never used the internet (Office for National Statistics, 2018).

• 58% of UK consumers (and 54% of EU consumers) agree that they should not be charged more for choosing a paper bill or statement.
• 32% (29% EU) would consider switching to an alternative provider if the choice of communication type were removed. 

Digital communication isn’t always preferred.

When a consumer is moved to digital bills and statements, it rarely stays “paperless”

• 59% of UK consumers (and 47% in the EU) regularly print hard copies at home.

Connecting with customers

For advertisers, print media could be an opportunity to help rebuild their brands following the extended lockdown. 

• 53% of UK consumers (51% EU) do their best to block or avoid online adverts
• 60% (55% in the EU) don’t pay attention to online advertisements.

Many previous studies have demonstrated the effectiveness of direct mail and door-to-door distribution. These receive high attention and are usually kept and passed around a household.