Two Out of Three Consumers Prefer Print Media

Consumer Attitudes

November 2009 -- A survey by Harris Interactive® of  2,200 U.S. consumers, conducted on behalf of Earthtone, a firm specializing in comparison pricing for printers, finds that people choose how they consume media based on personal preferences and that digital media is no substitute for traditional printed media.

Harris Interactive's research shows that the majority of U.S. adults think that printed media is easier to read than the digital equivalent. With this said, many adults surveyed also showed a preference for the immediacy that digital media offers.

 

Additional findings from the survey include the following:
 

• 68% of adults feel more comfortable when they have something on paper than on screen.
   

• 64% of adults say reading in print is easier than reading on screen.
   

• Less than half (42%) think the paperless office will become a reality at the companies they work for in the next five years.
   

About:  The survey was conducted online by Harris Interactive on behalf of Earthtone between July 14 and July 16, 2009 among 2,265 U.S. adults ages 18 . Data weighted to be representative of the U.S. adult population.
 

Source:  WhatTheyThink, Two out of three Americans prefer print media, October 27, 2009.