Providing insights into how consumers perceive and use paper, a survey carried out for the paper advocacy organisation by research firm Toluna indicates that despite a notable preference for print on paper, environmental misunderstandings still persist.
The findings were drawn from the responses of 7000 consumers worldwide (528 in the UK) questioned in June 2016. Ages ranged from 18-55 and 61% of those surveyed were female. Individuals working in the paper, printing or allied industries were excluded from the survey.
The survey revealed that many consumers preferred paper based communications to digital alternatives, with ease of reading and a lack of internet access among the many reasons given. Many felt misled by ‘go paperless – go green’ claims, believing cost savings to be the primary driver for organisations looking to phase out paper-based communications. European forests have grown by 44,000 kmsq in the past 10 years but 65% of UK respondents believed European forests to be shrinking. Most respondents were also unaware that paper is one of the most recycled products with recovery rates of 72% in Europe.
Key findings included:
79% agreed that print on paper is more pleasant to handle and touch when compared to other media (up from 70% in 2011).
50% questioned the validity of ‘Go Paperless-Go Green claims.
91% of respondents believe new forests are neccesary to counteract global warming.
41% print some or all of their financial services bills and statements at home.
74% of respondents wanted the option to continue receiving printed information as it provides a permanent record for important documents.
42% of all respondents don’t have a reliable internet connection and want paper records.
80% still prefer reading print on paper to on-screen.
47% believe paper records are more environmentally sustainable than electronic storage of information.
A full version of the survey is available at www.twosides.info/UK/Global-Research-Survey
