Even though the printing industry is facing several challenges nowadays due to the current paper shortage situation, it is crucial to highlight some positive trends relating to consumer behaviour. Firstly, direct mail is enjoying a resurgence. A recent study shows that almost half of Generation Z trust mail ads and 42% have searched for a brand online after receiving a piece of direct mail. The report finds that 20% of 15-24 year-olds made a purchase off the back of a mail ad, while 84% scanned a QR code, which led them to interact with a brand online. Secondly, it is found that print books remain more popular than ebooks.
Numerous European markets, as the Netherlands, Italy and the UK, saw a huge increase of print book sales in the past months. The hobby of reading has been scientifically proven to reduce stress, anxiety, and increase cognitive intelligence. It is no surprise that many people prefer print books.
Last but not least, handwritten letters are coming back. It is proven to be a form of meditation and many people prefer to communicate more traditionally.
Source and Credit – Home (intergraf.eu)