Print is still the winner, survey shows
Most prefer to see it on paper rather than on e-books and digital devices
PEOPLE understand, retain and use information better when they read print on paper compared to reading on electronic devices, a recent US survey has found.
The survey was commissioned by Two Sides, the global organisation created to promote the responsible production, use and sustainability of print and paper, undertaken by inter national research company Toluna.
The survey sought the opinions and preferences of consumers on a number of issues relating to the change from paper-based to digital media.
Results of the US survey shows 88 percent of respondents understand, retain or use information better when they read print on paper compared with lower percentages (64 percent and less) when reading on electronic devices.
The same trend is found for reading complicated documents with 80 percent indicating a clear preference for reading print on paper and reading on screens showing a much lower preference than print at below 16 percent across all age groups.
The survey reveals 81 percent find printed media more relaxing to read and 62 percent of cell/smartphone users (rising to 73 percent among the 18- to 24-year-olds) are concerned about how the devices are har ming their health (eye strain, headaches and insomnia).
Overall, the survey shows 81 percent of respondents prefer to read print on paper when given the choice.
Phil Riebel, president of Two Sides North America, says: “The results of this survey will be useful for all those who choose the way in which information is distributed, particularly for advertisers, marketers and educators who need to understand how infor mation is being delivered, received, processed and retained.
“While on-screen reading occupies an increasing amount of consumer time, people’s preferences are still for reading print on paper which they believe to be more informative, less distracting and less harmful to their health.
“Results also show many people are concerned about the effects on learning and literacy due to the switch from printed books to digital media in our school system,” says Riebel.
The Two Sides survey shows that 68 percent of respondents believe that books are more likely to encourage learning and the development of other skills than using screens, and 63 percent of respondents worry children are not going to learn as much without books.
While acceptance of digital media is generally stronger among younger age groups, there is also a strong preference for print on paper existing across all ages.
Among the findings are:
When given a choice, 81 percent indicated they prefer to read print on paper. These percentages drop to 39 percent for screens, laptops and PCs, 30 percent for e-readers and 22 percent for cellphones or smartphones.
The preference for print on paper is seen across all age groups and is strong at more than 77 percent;
81 percent indicated they are most relaxed when reading print on paper. Age group differences were minor. Cellphones or smartphones are seen as the least relaxing way to read, with only 30 percent preferring this method. Younger age groups indicated that they are more at ease with reading from screens than the over 45-year-old age groups;
71 percent indicated they are more relaxed and receptive when reading a newspaper in print compared with 36 percent who felt more relaxed and receptive when reading a newspaper from a screen.
There are differences across age groups. However, even younger age groups clearly preferred print over online;
75 percent indicated they are more relaxed and receptive when reading a magazine in print compared with 26 percent when reading a magazine on screen.
Differences among age groups are minor, with over 73 percent of all age groups preferring to read a magazine in print;
80 percent stated a clear preference for reading print on paper for complicated materials in contrast with only 13 percent preferring to read complicated materials on a computer screen.
Cellphones and smartphones are preferred by only 3 percent for read- ing complicated materials. Reading on screens showed a much lower preference than print at below 16 percent across all age groups;
The preference for reading long documents in print is also clear, with only 32 percent indicating they prefer reading documents of three pages or more on screen;
Only 23 percent indicate they are easily distracted when reading print on paper, whereas electronic media shows higher distraction ranging from 66 percent for cellphones and smartphones to 42 percent for e-readers.
Many respondents print out documents. The main reasons are:
74 percent believe printed documents are easier to read;
55 percent believe printed documents are more secure;
56 percent believe printed documents are better for storage and archiving;
47 percent believe printed documents are less likely to be lost.
The preference for printing increases with increasing age. However, more than 68 percent across all age groups indicate they print because it is easier to read.
Advertisements in print are clearly given more attention than their online equivalent: 64 percent pay more attention to advertising when reading magazines in print; 26 percent pay more attention to advertising when reading magazines on line, while 60 percent pay more attention to advertising when reading newspapers in print; 29 percent pay more attention to advertising when reading newspapers on line.
There are clear concerns that switching from printed books to digital methods is affecting education:
68 percent believe books are more likely to encourage learning and the development of other skills than using screens;
63 percent worry that children are not going to learn as much without books;
59 percent believe lear ning from books is the best way to learn;
58 percent would insist their children learn from books; and
42 percent believe lear ning from screens, PCs, tablets, etc, is just as effective as books.
Health concer ns were also expressed, with 62 percent of cellphone or smartphone users, 59 percent of computer users and 50 percent of e-reader users worried that these devices may be damaging their health (for example, eye strain, headaches, insomnia).
Reading in print had the least health concerns with 22 percent concerned it may be damaging their health.