Paper has a Place
We all know that print and paper is tangible, and that brochures, posters, flyers and publications stay in offices or the home longer, while digital marketing materials are glanced at and deleted.
A study at San Jose State University found, “Printed documents are easier to process mentally and have a better mental recall. Screen-based reading behavior is characterized by more time spent on browsing and scanning, keyword spotting, one-time reading, and reading more selectively, while less time is spent on in-depth reading and concentrated reading. “
An Article by Joan Sahlgren, Paper and Packaging Board reports that “in recent research conducted by Isobar measuring consumer attitudes and use on behalf of the Paper and Packaging Board in 2019, consumer attitudes remain strong when it comes to paper’s value in their lives as well as their concerns about digital. The research reports that 80% agree that it is important to take a break and ‘unplug’ from digital devices. Fully 7 in 10 agree that being ‘plugged in’ all the time is unhealthy.”
“In learning: – 75% agree that taking notes by hand helps them retain information better*; – 74% report they concentrate better when reading a printed book*; and, – 62% wish their school or company did not discourage or restrict printing (a statistically significant increase of 14% since the start of the campaign). In the office or at home: – 76% state that sitting down with a printed copy of a magazine is a rewarding experience*; – 67% agree that printed catalogs inspire more ideas than browsing an e-commerce site*; – 69% agree they enjoy receiving direct mail and find it a good source of information/ideas; and, – 67% prefer to distribute printed agendas and documents at meetings*. “Importantly, 79% agree that even as technology becomes more advanced, paper continues to play an important role in their lives*.”
*These numbers represent a four-year average of responses from those aware of the campaign over nine waves of research since 2015. (Isobar, October 2019. n=704)
About: The Paper and Packaging Board promotes the use of paper products and paper-based packaging by highlighting the value they bring to our daily lives. More than 40 U.S. manufacturers and importers collectively fund the national marketing campaign, Paper & Packaging – How Life Unfolds®. www.howlifeunfolds.com For more information: Joan Sahlgren, Paper and Packaging Board 703-935-5386, jsahlgren@paperandpackaging.org