SWITCHING TO DIGITAL IS NOT ALWAYS WELCOMED BY CONSUMERS AND MANY WISH TO RETAIN THE FLEXIBILITY AND SECURITY OF PAPER-BASED, POSTAL AND ELECTRONIC COMMUNICATIONS.
90% of U.S. consumers believe they should have the right to choose how they receive communications from financial organizations and service providers.
Two Sides North America and Toluna, 2017 ¹
Even today not everyone is computer savvy or has access to a computer. An integrated marketing strategy that includes both print and on-line components spans preferences and generations and allows all to get the message.2
• Almost 70% of surveyed U.S. consumers felt that it was easier to track their expenses and manage their finances when the information was printed on paper and 65% preferred to receive their bills and financial statements through a combination of both online and paper.1
• 89% of adult Americans believe that “Shifting customers / clients to online-only documents disadvantages some groups, such as the elderly, disabled, low income, and poorly educated.”3
• 81% of parents believe it is “very important” that their child read print books, citing the importance of print’s unique sensory and tactile experience.4
• Even though it is thought that the current generation of students prefer new technology, nearly all students surveyed expressed a preference for paper, usually saying they felt they performed better when reading on paper rather than a screen.5
• 68% of 18-24-year-olds agreed that reading news in a printed rather than digital newspaper provided a deeper understanding of the story.¹
• Trusting the news found on digital media has become increasingly difficult as hoaxes and misleading information pop up on the internet and then are shared on social media.¹
1 Two Sides North America and Toluna, 2017
2 Verso Corporation, 2015
3 InfoTrends, 2013
4 Zickuhr, K., 2013
5 Subrahmanyam, K. et al., 2013