A new European research reveals that all generations prefer paper to digital, also the Digital Natives (18-24 year olds).
In a wide-ranging new survey, a new generation of digital natives show strong preferences for paper; still the favoured medium of all age groups for reading.
The research conducted by IPSOS, in association with industry organisations Two Sides and Print Power, interviewed 4,500 European consumers who declared their preference for paper based media in a digital world.
In brief the survey shows that in Europe:
The 18–24 year old age group, the so called Digital Natives, lead consumers in appreciating paper based media:
- 83% of 18-24 year olds, (80% of all consumers), believe that reading from paper is nicer than reading off a screen.
- 78% of 18 – 24 year olds, (74% of all consumers), say that compared to other media, print and paper is more pleasant to handle and touch.
- 63% of 18 – 24 year olds, (58% of all consumers), prefer to keep important documents on paper
And when it comes to the environment:
- 57% of 18 - 24 year olds, (54% of all consumers), believe that paper records are more sustainable than electronic storage of information
- 63% of 18 – 24 year olds, (68% of all consumers), believe that print and paper is based on a renewable resource.
Source: Two Sides (www.twosides.info)