Consumers prefer print media, particularly when it comes to comprehension, trust, and learning.
June 17, 2025 (Press Release) - 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 latest 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 Covid-19 pandemic brought major disruption to print media, reshaping how consumers interacted with news and printed content. Whilst the digital world may offer convenience, 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. In fact, 65% of European consumers prefer printed books, recovering from 53% in 2021. Magazines in print 48%, up from 35% in 2021 and printed product catalogues 33%, up from 21%.
Print is still preferred where it matters most. When it comes to essential communications like medical information, financial statements, and legal documents, consumers consistently choose print over digital for its security, clarity, reliability, and permanence:
"This year's findings reflect an improved stable consumer mindset. While digital tools are valuable, people increasingly recognize the unique strengths of print, especially where comprehension, memory, and trust are critical." Says Jonathan Tame, Managing Director of Two Sides Europe.
Beyond everyday documents, print continues to play a vital role in education and news consumption. The survey found that:
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.
Print media is not only relevant, it is sustainable. Printed books, newspapers, magazines, advertising mail and wider literature is recyclable, biodegradable and is made from natural and sustainable raw materials. There is a misconception about paper's environmental footprint compared to digital where, too often, the impacts of the digital alternative are completely overlooked.
Tame continues, "The Two Sides Trend Tracker 2025 makes one thing clear: while technology continues to evolve, print remains a trusted, valued, and essential part of modern life. From learning and literacy to legal peace of mind, paper still delivers where it matters most."
A headline summary containing some of the key findings is publicly available to view and download here: twosides.info/trend-tracker-2025.
The complete survey data broken down by country, age and gender is available to Two Sides members only or available to purchase.
In January 2025, a global study of 12,400 consumers was commissioned by Two Sides and conducted online by independent research company, Toluna.
Nationally representative surveys were undertaken in Europe (Austria, Belgium, Denmark, Finland, France, Germany, Italy, Norway, Sweden and the United Kingdom), Argentina, Australia, Brazil, Canada, New Zealand, South Africa, and the United States.
The survey is conducted every two years to explore and understand consumer preferences, perceptions and attitudes towards print, paper, paper-based packaging and tissue products.
Two Sides is a not-for-profit global initiative promoting the unique, sustainable and attractive attributes of print, paper and paper packaging. Two Sides’ members span the entire print, paper and packaging value chain, including forestry, pulp, paper, packaging, inks and chemicals, finishing, publishing, printing, envelopes and postal operators.
SOURCE: Two Sides