Despite the growth of digital technology, a new report from industry group Two Sides suggests that consumers continue to favour print for reading, learning, and handling important information.
The “Trend Tracker 2025” survey indicates a rebound in preference for print since the pandemic, particularly for books, magazines, and product catalogues. The study shows 65% of European consumers now prefer printed books, up from 53% in 2021. Print magazine preference has risen to 48%, from 35%, while printed catalogues are up to 33% from 21%.
Trust, security and comprehension are key factors. The report found that 47% of respondents prefer medical leaflets in print, 36% favour printed information from healthcare providers, and 27% still choose paper for bills and financial statements. A strong majority (76%) support the right to opt for print over digital communications.
“This year’s findings reflect an improved stable consumer mindset,” said Jonathan Tame, Two Sides managing director. “While digital tools are valuable, people increasingly recognise the unique strengths of print, especially where comprehension, memory, and trust are critical.”
The report also highlights the continued importance of print in education and news consumption, with 58% saying students learn better using printed materials and 45% believing they understand news better in print. Nearly half (49%) expressed concern about the decline of printed newspapers.
In addition to its functional benefits, print was seen as more relaxing and immersive, offering a screen-free alternative in an increasingly digital world. The report also challenges assumptions about paper’s environmental impact, noting its recyclability and renewable origins.
