Consumers’ opinion of printed products has risen in Europe after a pandemic slump, according to research.

The shift back to print has been most substantial for important documents, with 39% of consumers now saying they would prefer their personal health information to be sent to them in print, according to print advocacy group Two Sides’ latest Trend Tracker survey.

The 20 percentage-point rise is almost matched by the rising preference for paper bills and statements, which jumped from 19% to 38% from 2021 to 2023. 

Consumers’ return to print was not restricted to official documents, however: a majority (51%) now prefer to read printed magazines, up from 35%, and almost two-thirds (65%) of consumers prefer to read printed books, compared to 53% two years prior.

The trend has held for newspapers, though the rise is more muted at just five points from 26% to 31%.

Jonathan Tame, Two Sides’ managing director, said: “Despite the surge in online media and widespread withdrawal of printed communications during the pandemic, it’s clear that many consumers still value print on paper.”

The research, which questioned 10,000 consumers in 16 countries worldwide, also sought to understand why people might prefer print.

Respondents felt particularly strongly about the value of print in education, the survey revealed.

More than half agreed that children or students learned more when using printed textbooks or materials compared to digital ones; just 16% disagreed.

Tame said the findings reinforced academic studies about print’s importance in education.

He added: “As we complete our analysis of all topics covered by the study, including packaging and the environment, we’ll be sharing even more insights.”

An executive summary of the data will be available on request from Two Sides.

Two Sides is a non-profit initiative promoting sustainable aspects of print and packaging along the whole supply chain.

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