On average, 58% of British respondents disagreed with the statement: “I get more enjoyment from reading magazines online than in print”. The preference for print was registered across all age ranges.
As reported by PrintWeek, the pro-print sentiment was higher for British audiences than their counterparts in the US, where an average of 47% disagreed.
Sajeeda Merali, CEO of the PPA, said in response to the survey’s findings: “With the uncertainty that change can create – and we have seen plenty of this in the last few years – two things remain clear: print will continue to be a desirable product that engages readers, and a curated print edition is a powerful hallmark for trusted content."
She added that the pandemic had contributed to a re-evaluation among consumers, who are increasingly looking to embrace mindful pursuits and hobbies.
"This intentional consumption reflects what consumers are passionate about, which is positive for special interest magazine brands and their advertising partners," she added.