Page 63 - Print 21 magazine Jul-Aug 2021

do their best to block online advertisements, with the 65+ age group the highest at 64 per cent, closely followed by the 34-45 year old age group at
54 per cent.
The strongest preference
is across younger aged
cohorts with 44 per cent of Australians aged between 25-34 years found to be the consumer group most likely
to ‘take action from receiving print over seeing an online advertisement’. This age group also has the highest preference for receiving addressed printed mail, with 46 per cent stating they strongly agree
or agree. They are closely followed by the youngest Australians surveyed (the 18-24 year old age group), a third of whom reported they prefer advertising mail to be addressed to them.
With ad blocker software usage growing and partnerships across internet security and ad blocker working hand in hand, coupled with consumer preference for print, this provides an opportunity
to talk to the value of reach and effectiveness of print marketing strategies.
Source: Two Sides Toluna Survey, Australia, 2021.
Digital fatigue
and cynicism
Just over 50 per cent of Australians agree they spend too much time on electronic devices, but it’s younger Australians who are more likely to say they suffer from digital overload – 54 per cent of those aged between 24-35 years.
Digital fatigue and cynicism is growing as many Australians report being concerned of Big Brother and cyber-security. Two thirds of Australians – 64 per cent – report concerns when
it comes to the use of their personal information online, and 54 per cent state they are concerned about the effects of digital overuse on their health.
Trust and usefulness key strengths of print
A third of Australians agree they trust advertisements and brand notices in print over advertisements received online.
Some 78 per cent of Australians report consumers should have a choice on how they receive communications from banks, telcos and utility companies, with 61 per cent
believing they shouldn’t be charged for their paper bills or statements.
Australians are gaining awareness of the environmental credentials of paper and print, with 62 per cent believing that brand claims of Go Paperless is not genuine, as that means they still print, albeit in their homes. And 50 per cent of Australians find it easier to manage record keeping with printed records over digital.
Printed books making a comeback
In 2007, Amazon released
the Kindle, its first e-reader, and it sold out in less than six hours. It was predicted this would be the end of paper books. The sales volumes were concerning, however, consumer reading preference prevailed. Across the first eight months
of 2020, book sales across
adult fiction increased by 12 per cent from the prior year. Nielsen BookScan reported a 35 per cent increase in paper books sales in the week prior
to lockdown, which has since stabilised to a double digital annual growth.
The recent Toluna survey reveals that a preference for paper books has persisted in Australia with 50 per cent of Australians preferring printed books. The highest preference
for printed books over other channels was seen the over 55 age group at 67 per cent, followed by 18-24 year-olds at 47 per cent.
“They are more likely to take action... there is
a clear position of preference from consumers for print marketing... over online.”
The research supports what our industry knows – that paper and print have relevance and a place in any modern marketing mix. Consumers report preference, higher action outcomes, and a growing understanding of the environmental credentials of paper and print advertising channels. When Australians support the printed medium,
the print business owner’s role is to share this knowledge with their customers and assist in connecting the dots. 21
Associations
Print21 JULY/AUGUST 2021 63