Most conversations about multi-channel communications typically lead to an over-simplified analysis on 2 demographic groups……the "old" generation likely prefers traditional channels such as paper and the "young" generation favours digital/electronic communications.  The obvious conclusion is that electronic communication will ultimately dominate all channels as the years move on.  This article is really interesting because it highlights a recent study showing that this young generation - called "digital natives" actually prefer traditional (print/mail) channels for some communications over digital.  Interesting….

What this suggests to me is that we (as marketers and communicators) probably shouldn't make a lot of channel assumptions.  We might think that one demographic group favours one channel while another demands a different channel.  We will never know.  And even if our assumptions are right, should we really be talking to "groups" or individuals?

We believe that all the energy that goes into "guessing" about channel choice should be redirected to delivering solutions that let our customers choose - and then honouring those choices by providing all communications across all channels!

Electronic Media vs. Print: Digital Natives Strongly Prefer Paper

In a recent survey, a new generation of Digital Natives show strong preferences for paper - still the favored medium of all age groups for reading and safe keeping of documents, according to a report. What does this mean for the world of high volume transaction output? Share your comments at the end of this article.

The research was conducted by IPSOS - in association with industry organizations Two Sides and Print Power - who interviewed 4,500 European consumers who declared their preference for paper based media in a digital world.

"In an exciting multimedia world, with mobile devices setting the communication agenda, it's perhaps surprising but reassuring that paper based media is still widely trusted and preferred," said Martyn Eustace, director of Two Sides, an organization dedicated to promoting an understanding of print and paper's environmental sustainability. "Publishers of books, newspaper and magazines will be delighted, I'm sure, to know that, for their readers who can now choose to read many different devices, print on paper is still a favorite."

In brief, the survey shows that in Europe:
The 18 - 24 year old age group, the so called Digital Natives, lead consumers in appreciating paper based media:

---83 percent of 18-24 year olds, (80 percent of all consumers), believe that reading from paper is nicer than reading off a screen.

---78 percent of 18 - 24 year olds, (74 percent of all consumers), say that compared to other media, print and paper is more pleasant to handle and touch.

---63 percent of 18 - 24 year olds, (58 percent of all consumers), prefer to keep important documents on paper

And when it comes to the environment:

---57 percent of 18 - 24 year olds, (54 percent of all consumers), believe that paper records are more sustainable than electronic storage of information

---63 percent of 18 - 24 year olds, (68 percent of all consumers), believe that print and paper is based on a renewable resource.

But there are clear signs that consumers require more information about the environmental sustainability of print and paper media.

---80 percent believe that forests in Europe have remained the same or decreased in size over the past 50 years. (In fact, according to the UN FAO, forests have actually increased in size by 30 percent)

---Most consumers believe that about 20 - 40 percent of waste paper is collected.

(In fact, according to the European Recovered Paper Council, ERPC, the European recycling rate for paper and packaging is 69 percent. The industry is one of Europe's leading recyclers)

"The message here," says Eustace, "is that whilst consumers are still showing strong preferences for paper, we can do more to tell them about the industry's great environmental record, particularly on recycling and the very positive development of Europe's forests. We don't want consumers feeling guilty about using print on paper; it's a fantastically powerful and sustainable way to communicate."

Two sides will be using the results of the survey to plan its continuing campaign, to create a better awareness, it says, of the great environmental credentials of paper and print media.

What are your thoughts on electronic media's impact on high volume transaction output? Views on this survey? Share your thoughts and comments below.

http://info.outputlinks.com/insights/bid/67681/Electronic-Media-vs-Print-Digital-Natives-Strongly-Prefer-Paper