Print Monthly - July / August 2023 - Issue 343

Conducted every two years, the Two Sides Trend Tracker survey has found that European consumer preference for printed materials has recovered significantly post-pandemic. The survey is described as one of the print and paper industry’s largest examining consumer preferences and perceptions of print, paper, and paper-based packaging and reaches over 10,000 consumers across 16 countries. “The Trend Tracker 2023 survey seeks to understand consumer perceptions across a wide range of topics relating to print, paper, paper packaging, and tissue products,” explains Jonathan Tame, managing director of Two Sides Europe. “Having carried out the same research in 2017 and 2021, we are able to assess how these perceptions have changed over time, and have uncovered some interesting trends, including the effect that the pandemic has had on consumers’ reading habits.” With the Covid-19 pandemic having taken hold in 2021, consumers moved from print to digital for their reading material, as well as communications such as bills, statements, and personal health information. According to Two Sides, The Trend Tracker Survey which was conducted by Toluna and commissioned by Two Sides Europe found that this trend has since reversed with consumer preference for print rising significantly in the two years since. Tame adds: “Despite the surge in online media and widespread withdrawal of printed communications during the pandemic, it’s clear that many consumers still value print on paper. Many people are moving back towards print, especially when reading books and magazines.” In fact, the survey shows that the number of European consumers who prefer to read printed books has risen to 65% from 53% in 2021. This is similar for printed magazines and newspapers with preference for the former having risen from 35% to 51% and for the latter from 26% to 31%. This rise is the same for paper bills and statements (up from 19% to 38%), as well as for printed health information (up from 29% to 39%). As well as preference, the survey quizzed participants on their opinion on the advantages of reading printed materials. Over half agreed with the idea that children and students learn more when reading printed rather than digital books and course materials. When it comes to getting an understanding of a news story, 45% said they gain a better understanding when reading news in print rather than online. Academic studies have highlighted the important role print has in education and in helping people digest complex information and these opinions reinforce these facts. “This study reveals a number of fascinating facts about print and the many advantages it has for consumers,” says Tame. “As we complete our analysis of all topics covered by the study, including packaging and the environment, we’ll be sharing even more insights for the print and paper-based packaging industry.” An executive summary of The Trend Tracker Survey 2023 will be made available this month and is available to stakeholders on request via enquiries@twosides.info. CONSUMER PREFERENCE FOR PRINT HAS NOW RECOVERED A bi-annual survey comissioned by Two Sides has found that European consumer preference for printed products has recovered since the Covid-19 pandemic 52 July / August 2023 - Issue 343 www.printmonthly.co.uk HOT TOPIC / TWO SIDES COLUMN ◄ The Trend Tracker Survey is completed every two years and offers an insight into opinions on printed materials ▲ The survey was commissioned by Two Sides Europe and conducted by Toluna

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