New Research Highlights Strong Consumer Preference for Print Media Amid Digital Dominance
17th June 2025, London, UK – For Immediate Release
Despite the rapid rise of digital platforms, print media continues to hold significant value for consumers, particularly in areas of comprehension, trust, and learning, according to the latest Two Sides Trend Tracker 2025 survey. This comprehensive study, one of the largest in the print and paper industry, underscores the enduring relevance of print in modern life, even as digital technologies dominate many aspects of communication and information consumption.
Print’s Resilience and Recovery Post-Pandemic
The Covid-19 pandemic significantly disrupted the print media landscape, altering how people accessed news and other printed content. However, the survey reveals a notable recovery in the preference for print, especially for books, magazines, and important documents. In Europe, 65% of consumers now prefer printed books, up from 53% in 2021. Similarly, preference for print magazines has risen to 48% (from 35% in 2021), and printed product catalogues are preferred by 33% (up from 21%).
For essential communications such as medical information, financial statements, and legal documents, print remains the preferred medium due to its perceived 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% of consumers want the right to choose their preferred format and resist being forced into a digital-only route.
Jonathan Tame, Managing Director of Two Sides Europe, commented, "This year’s findings reflect an improved and stable consumer mindset. While digital tools are valuable, people increasingly recognize the unique strengths of print, especially where comprehension, memory, and trust are critical."
Print’s Role in Learning and Understanding
Print media also plays a vital role in education and news consumption, offering distinct advantages over digital formats. 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% express concern about the loss of printed newspapers.
In an era dominated by screens, consumers are increasingly seeking ways to unplug and reconnect with tangible, distraction-free experiences. Print provides a calming and immersive way to consume information, free from the pop-ups and interruptions common in digital platforms.
Sustainability of Print Media
Contrary to common misconceptions, print media is a sustainable choice. Printed books, newspapers, magazines, and other literature are recyclable, biodegradable, and made from natural, renewable resources. The environmental impact of digital alternatives is often overlooked, with issues such as energy consumption and electronic waste rarely considered in comparisons.
Tame emphasized, "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."
Access to the Survey Findings
A headline summary of the survey’s key findings is publicly available for viewing and download at twosides.info/trend-tracker-2025. The complete survey data, broken down by country, age, and gender, is available exclusively to Two Sides members or for purchase.
For more information about the Two Sides campaign or to learn how to become a supporter, visit www.twosides.info/why-join-two-sides.
Conclusion
The Two Sides Trend Tracker 2025 highlights the ongoing relevance of print media in an increasingly digital world. Consumers continue to value print for its ability to enhance comprehension, build trust, and provide a sustainable, distraction-free experience. As technology advances, print remains a vital and trusted medium, proving that it is far from obsolete.
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