Print Matters! Consumers Prefer Paper for Learning, Trust, and Everyday Life
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Despite the ongoing rise of digital platforms, NEW research shows that consumers continue to place high value on print media, particularly when it comes to comprehension, trust, and learning. The latest Two Sides Trend Tracker 2025 survey, one of the print and paper industry's largest and most comprehensive studies, reveals a consistent and resilient appreciation for print in everyday life.
The Covid-19 pandemic brought major disruption to print media, reshaping how consumers interacted with news and printed content. Whilst the digital world may offer convenience, the survey highlights that the preference for reading in print has recovered since the pandemic and is the preferred format for books, magazines, and important documents. In fact, 65% of European consumers prefer printed books, recovering from 53% in 2021. Magazines in print 48%, up from 35% in 2021 and printed product catalogues 33%, up from 21%.
Print is still preferred where it matters most. When it comes to essential communications like medical information, financial statements, and legal documents, consumers consistently choose print over digital for its security, clarity, reliability, and permanence:
- 47% prefer medical leaflets and instructions in print
- 27% still favor receiving printed bills and statements
- 36% prefer printed information from doctors and hospitals
- 76% want the right to choose and not be pushed down a digital only route
"This year's findings reflect an improved stable consumer mindset. While digital tools are valuable, people increasingly recognize the unique strengths of print, especially where comprehension, memory, and trust are critical." Says Jonathan Tame, Managing Director of Two Sides Europe.
Print's Role in Learning and Understanding
Beyond everyday documents, print continues to play a vital role in education and news consumption. The survey found that:
- 58% believe students learn better using printed materials than digital
- 45% say they understand news better in print than online
- 49% are concerned about the loss of printed newspapers
In an age of constant screen time, consumers are showing a growing desire to unplug and reconnect with the tangible. Print offers a physical experience that digital simply can't replicate - no pop-ups, no distractions, just a more immersive and calming way to consume information.
Print media is not only relevant, it is sustainable. Printed books, newspapers, magazines, advertising mail and wider literature is recyclable, biodegradable and is made from natural and sustainable raw materials. There is a misconception about paper's environmental footprint compared to digital where, too often, the impacts of the digital alternative are completely overlooked.
Tame continues, "The Two Sides Trend Tracker 2025 makes one thing clear: while technology continues to evolve, print remains a trusted, valued, and essential part of modern life. From learning and literacy to legal peace of mind, paper still delivers where it matters most."
A headline summary containing some of the key findings is publicly available to view and download here: twosides.info/trend-tracker-2025.
The complete survey data broken down by country, age and gender is available to Two Sides members only or available to purchase.
About the Two Sides Trend Tracker Survey
In January 2025, a global study of 12,400 consumers was commissioned by Two Sides and conducted online by independent research company, Toluna.
Nationally representative surveys were undertaken in Europe (Austria, Belgium, Denmark, Finland, France, Germany, Italy, Norway, Sweden and the United Kingdom), Argentina, Australia, Brazil, Canada, New Zealand, South Africa, and the United States.
The survey is conducted every two years to explore and understand consumer preferences, perceptions and attitudes towards print, paper, paper-based packaging and tissue products.
