The Love Paper Campaign, a global campaign promoting the sustainable and attractive attributes of print, paper and paper packaging, has shared new consumer new research surrounding consumer preference for print media.
Despite the ongoing rise of digital platforms, new research shows that consumers continue to place high value on print media, particularly when it comes to comprehension, trust, and learning. The Two Sides Trend Tracker 2025 survey, one of the print and paper industry’s largest and most comprehensive studies, reveals a consistent and resilient appreciation for print in everyday life.
The survey highlights that the preference for reading in print has recovered since the pandemic and is the preferred format for books, magazines, and important documents. With 48% of European consumers prefer magazines in print, up from 35% in 2021 and printed product catalogues 33%, up from 21%.
Key Takeaways:
- 76% want the right to choose and not be pushed down a digital only route
- 45% say they understand news better in print than online
- 49% are concerned about the loss of printed newspapers
In an age of constant screen time, consumers are showing a growing desire to unplug and reconnect with the tangible. Print offers a physical experience that digital simply can’t replicate – no pop-ups, no distractions, just a more immersive and calming way to consume information.
