Page 62 - Print 21 magazine Jul-Aug 2021

Associations
National survey finds Australians prefer print over digital
The Real Media Collective, working with Toluna Research, has surveyed Australians to understand how we engage with print. The results reveal that Australians across younger and older age groups have a preference for print, throwing out the myth of print’s diminishing role in a digitally literate society.
Generalisations
are dangerous.
Data, on the other hand, is key to understanding, as demonstrated by a new survey that has shown that the assumption that young people incline away from print is flat out wrong.
The survey, conducted across February and March this year, had 1500 respondents with a demographic breakdown aligned
with the Australian Government Census population. The same survey was run concurrently across the United Kingdom, Europe, North America and Brazil, to provide international insight for the Two Sides global campaign. The Australian findings show we have a love
for print, and don’t want to lose our option to choose print and mail to suit how we engage with companies and brands.
Consumer preference in advertising is clear
With 60 per cent of Australians reporting they do not pay attention to online advertisements, and 66 per cent reporting they are more likely to take action when they receive addressed print mail over online, there is a
clear position of preference from consumers for print marketing.
Online advertisement blocking is rising in popularity among internet users, and Australia and New Zealand ad blocker software user numbers are in line with global averages, with 36 per cent and 43 per cent respectively using this software. And 53 per cent
of Australians report they
60%
Australians do not pay attention to online advertising
66%
report they take more action on addressed mail than online advertising
51%
Australians agree they spend too much time on electronic devices
64%
Australians are concerned about their personal information security online
78%
Australians believe consumers should be given choice on how to receive bills and statements
61%
Australians do not believe consumers should be charged for paper bills or statements
Australians prefer printed books
Source:
Two Sides Toluna Survey, Australia, 2021.
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Print21 JULY/AUGUST 2021