Print and Paper in a Digital World: Consumer preferences, attitudes & trust

Transcription

1 Print and Paper in a Digital World: Consumer preferences, attitudes & trust Phil Riebel President - Two Sides North America, Inc. October 2017 Print Power Presentation to Canon, 4 th February, 2010

2 What is Two Sides? Industry-funded non-profit present globally in 5 continents >1,000 members from the Graphic Communications Industry MISSION 1. Provide verifiable information on why print & paper can be a sustainable way to communicate. 2. Dispel common environmental misconceptions. Print Power Presentation to Canon, 4 th February, 2010

3 >160 Members & Allies in North America Paper producers & merchants Printers & converters Suppliers to the pulp, paper & printing industries Publishers Environmental think tanks >12 universities Industry & trade associations

4 SIGN UP FOR E-NEWS! Infographics Fact Sheets Myths and Facts Blog, News Surveys / White Papers Join us on Social Media & Share! Get the #PaperFacts

5 >10,700 consumers (Toluna, June 2017) Australia, Brazil, France, Germany, Italy, New Zealand, South Africa, Spain, UK, USA Report explores: Reading preferences & habits Trust & understanding in news Attitudes towards advertising & marketing Attitudes towards digital-only

6 Overall Findings Consumers trust, enjoy and gain a deeper understanding of information read in print, with signs of digital fatigue and concern for electronic security and privacy evident.

7

8 1. Many consumers prefer and enjoy reading in print Print - The preferred choice for recreational reading in the US: Magazines (66%) Books (62%) News/newspapers (61%) Generational differences: 74% of >55s prefer to read news in print Younger = less likely to prefer print 35% of the years olds chose print Smartphones - most popular format for news reading of y.o. at 29%.

9 CLICK HERE TO LINK TO OUR FACT SHEET The role of print and paper in learning and literacy VS 57% believe they gain a deeper understanding of the story when reading online news sources.

10 What about bills and statements? 65% say they prefer to receive bills & financial statements via a combination of online and paper. <45 age groups had a stronger preference for digital options 40-50% prefer to read bank, internet & phone statements on their computers. Printed statements preferred by 32-52%, esp. important documents Tax statements (52%) Personal info. from doctors & hospitals (49%).

11 2. News consumption habits are changing U.S. consumers still spend a lot of time reading printed products every week. 39% read printed newspapers daily and a further 24% read a paper 1/week. 61% prefer reading news in print BUT more people are reading news on e- devices (than print) on a daily (42%) & weekly (32%) basis. 64% of respondents would be very concerned if printed newspapers were to disappear in the future. 67% of y.o. prefer to get news online for free & 52% say they will read more news online in the future.

12 3. Consumers want to retain the right to choose how they receive communications

13 Two Sides preparing to address corporate opt-in and paper fees cases Many aren t computer-savy, don t use computers + 49% don t have reliable internet connection & want paper CLICK HERE TO GET OUR FACT SHEET

14 Skepticism and distrust related to anti-paper environmental claims

15 Two Sides Anti-greenwash Campaign Campaign to remove misleading paper/ print related messages that are damaging to the graphic communications industry >88 N.A. companies have complied (>278 globally) >150 cases since Jan >75 cases underway. ~55% success rate Top 30 having removed claims >$600 billion concerns to: SEE OUR FACT SHEET Print Power Presentation to Canon, 4 th February, 2010

16 Rationale CLAIMS FAIL TO CONSIDER: 1. Environmental marketing rules (US FTC) 2. Unique environmental features of paper compared to other materials 3. Sustainable forestry practices + state of forests in North America (incl. causes of deforestation) 4. Full environmental impact of switching to electronic media 5. Home / office printing of e-statements 6. The damage to print, paper & mail value chain 7.4 million jobs - $1.4 trillion CLICK HERE FOR FACT SHEET

17 4. Print provides more privacy and security and is more trusted 74% say fake news is a worrying trend 56% trust the news stories they read in printed newspapers Social media 35% 76% increasingly concerned that their digital personal information is at risk of being hacked, stolen, lost or damaged 79% keep hard copies of important documents filed at home, as they believe this is the safest and most secure way of storing their information

18 6. Concerns about the impacts of digital consumption on health 54% say they spend too much time on e-devices (65% for year olds). 53% are concerned the overuse of e- devices is damaging to their health (62% y.o.). 36% feel they are suffering from digital overload (47% of year olds). What impact are technologies such as computer games, the Internet and social media having on the brain? Is Mind Change the new Climate Change? 67% think it s important to switch off from screens, BUT 67% claim they are reading fewer printed magazines than they used to and 53% are reading fewer books.

19 7. Online advertising is unpopular with most consumers 71% of US consumers do not pay attention to online advertisements. 66% say they can t remember the last time they willingly clicked an online ad. 63% do their best to block or avoid them. 63% read printed advertising mail (at least 1/wk) that s addressed / delivered to their home. 54% are more likely to take action after seeing an ad in print vs same ad online.

20 Previous Studies and Results TWO SIDES & TOLUNA, % agreed that, when responsibly produced, used & recycled, print & paper can be a sustainable way to communicate. 19% incr. over 2013 (72%) 88% agreed that, when forests are responsibly managed, it is environmentally acceptable to use trees to produce products such as wood for construction & paper for printing. Opportunities: 55% believe U.S. forests decreased in size. 9% believe recovery rate is >60% Progress: ~3x more people are seeing ads promoting print & paper vs 2013 (35% vs 12%) CHECK OR INFO@TWOSIDESNA.ORG

21 PRINT AND PAPER Unique sustainable features - unmatched by most products Supports well managed forests Provides a more emotional (real) connection than screens Great benefits for learning and literacy Preferred communication channel by most people Less harmful to health than screens

22 Help us promote the great story of print and paper!

23 THANK YOU! Two Sides North America, Inc. Toll-free: Print Power Presentation to Canon, 4 th February, 2010

24 Appendix

25 Multiple Organizations Addressing the Decline in Paper Use Print & Paper Advocacy & Education

26 Print Power Presentation to Canon, 4 th February, 2010

27 Impact of e-media - far from negligible Use of non-renewable materials 1 computer + monitor = 500 lbs fossil fuels, 50 lbs chemicals, 360 gal water Energy Use ICT sector = 2% global GHG (2x by 2020) Print, pulp and paper = 1% E-waste - Fastest growing waste stream 70% of toxic waste in U.S. landfills 30 million computers to landfill in million tons to landfill Health & env. issues in developing countries million computers by 2030

28 Settings the Facts Straight Explaining deforestation - conversion to other land use EXCLUDES sustainable forest management UN FAO, 2001 Going Paperless Doesn t Save Forests Similar or rising volumes of wood are harvested for other uses. Paper is made mostly with wood byproducts from sawmills & recycled fiber Paper products provide a strong financial incentive for millions of US landowners to manage their land responsibly rather than sell it off for development.

29 Print & paper play a key role in learning and literacy Preferences are still for reading print on paper which is seen as: More informative More relaxing Less distracting Less harmful to health When I have something complicated to read, I prefer to read print on paper: 80% (vs 3-13% screens). 68% believes it encourages learning. Students who read texts in print scored better on test than students who read the texts digitally.

30 Increased Screen Time Drives Health Concerns 70 I worry that I might be damaging my health (eyestrain, headaches, insomnia, etc.) when I view or spend too much time reading: Smartphone Computer Screen e-reader / tablet Print on Paper

31