Paper360 - May/June 2017 - 43

The majority of respondents did not know
that paper is one of the most recycled products in their country or region, with recovery
rates over 65 percent in all regions or countries surveyed. For example, 64-73 percent of
respondents believed that less than 50 percent
of waste paper is recovered for recycling, and
only 5-9 percent believed it tops 60 percent.
MANY QUESTION 'GO
PAPERLESS' CLAIMS
There is consumer cynicism related to "go
green" claims used by corporations and governments to promote electronic statements
and services over paper-based communications. The majority of respondents (80-85 percent) receiving environmental claims such as,
"Go Paperless - Go Green", or "Go Paperless
- Save Trees" believe companies are merely
seeking to save costs (see Fig. 2.)
The percentage of respondents that question
the validity of these claims ranged from 29 to
57 percent, with the highest responses being
recorded in the US (57 percent) and the UK
(50 percent), and the lowest in South Africa
(29 percent).
CHOOSING THE PAPER OPTION
In terms of reading preference and tactile
experience, people prefer print on paper compared to reading from screen or electronic
devices. The surveys showed that 64-80 percent of respondents agree that reading from
paper is nicer than reading off a screen (see
Fig. 3.) As well, 71-79 percent enjoy the tactile
experience of paper and print and agree that,
compared to other media, print on paper is
more pleasant to handle and touch.
Results indicate that many consumers
want to retain the choice of receiving paper
statements at no additional cost. For example, 62-79 percent of respondents want the

Fig. 3

option to continue receiving printed information because it provides a more permanent
record. Not surprisingly, 72-77 percent would
be unhappy if they were asked to pay a premium for paper bills and statements.
In addition, a surprising 29-49 percent of
respondents reported that they don't have a
reliable internet connection and want paper
records. These results suggest that millions of
people in all regions surveyed still rely heavily
on print and paper for their communications.
However, these results should be considered
gross estimates, given that the survey was
conducted online in all countries and regions.
In the UK, the US, and South Africa, 14-35
percent of respondents indicated that they
have seen ads related to the effectiveness or
environmental friendliness of print and paper.
In Australia and New Zealand, 29-30 percent
of consumers surveyed have heard about the
environmental friendliness of paper and print.
In all cases, the majority of respondents believe
the information to be useful (81-92 percent)
and credible (78-95 percent).
TRENDS
In the UK and the US, 2016 survey results
were compared to results obtained in 2011 and
2013, and some positive trends emerged related
to the overall environmental acceptance and
understanding of print and paper.9,10,11 For
example, when consumers were asked "Which
is the most environmentally friendly way to
read (print on paper or electronically)?," the
following differences were noted between 2011
and 2016:
* For books and magazines, a 2-4 percent
increase in favor of paper.
* For newspapers and direct mail, a
6-14 percent increase in favor of paper.
There was also an 18 to 19 percent increase
in respondents agreeing that print and paper

can be a sustainable way to communicate
when used and produced responsibly (2013
vs 2016).
Improvements in perception about paper
and print may be due to consumer ad campaigns operating in the UK and the US focused
on the sustainability and benefits of print and
paper. These include the No Wonder You
Love Paper campaign operating in Europe
and the Paper and Packaging Board - How
Life Unfolds campaign in the US.12 Between
2013 and 2016, US survey results show that
roughly three times more respondents saw ads
related to the effectiveness and sustainability
of print and paper (35 percent in 2016 vs. 12
percent in 2013), and the large majority rated
the ads as credible and useful.
In the US, a more detailed analysis of the
data showed that younger age groups (under
45) had a stronger acceptance of digital media
than older age groups (over 45), but there is
a resistance to being unwillingly moved to
online communications. In addition, the level
of awareness of 18- to 24-year-olds was generally lower than the overall survey results for
questions regarding recycling and the state
of forests.
CONCLUSIONS
There is a clear preference for print on
paper across all countries and regions, likely
indicating a more fundamental and human
way that people react to the physicality of
print on paper. Many prefer paper-based communications to digital options for a variety
of reasons, including ease of reading, tactile experience, and a lack of internet access.
These findings may also be partially explained
by neuroscientific studies that have shown
that our brains have a much more emotional
and meaningful connection when we read on
paper versus screens.13,14

Survey findings may be partially explained by neuroscientific studies that show
our brains have a much more emotional connection when we read on paper.

Paper360º MAY/JUNE 2017

43



Table of Contents for the Digital Edition of Paper360 - May/June 2017

Setpoint
Over the Wire
Leadership for a Changing Industry
An Ode to Small
The Graying of the Paper Industry
Suppliers Reach Out to Mill Leaders
Making a Difference: 2017 TAPPI/PIMA Awards
RISI’s Asian CEO of the Year
TAPPISAFE Offers Solid Benefits for Mills, Contractors
Reinventing Varkaus
Failure Isn’t Just an Option—It’s Unavoidable
Blower Technology Proves Its Worth
TAPPI Journal Summaries
Global Study: Most People Highly Value Paper and Print
The Changing World of OCC
TAPPI News
ASPI News
Index of Advertisers
Paper360 - May/June 2017 - intro
Paper360 - May/June 2017 - ebelly1
Paper360 - May/June 2017 - ebelly2
Paper360 - May/June 2017 - cover1
Paper360 - May/June 2017 - cover2
Paper360 - May/June 2017 - 3
Paper360 - May/June 2017 - 4
Paper360 - May/June 2017 - 5
Paper360 - May/June 2017 - Setpoint
Paper360 - May/June 2017 - 7
Paper360 - May/June 2017 - Over the Wire
Paper360 - May/June 2017 - 9
Paper360 - May/June 2017 - 10
Paper360 - May/June 2017 - 11
Paper360 - May/June 2017 - An Ode to Small
Paper360 - May/June 2017 - 13
Paper360 - May/June 2017 - 14
Paper360 - May/June 2017 - 15
Paper360 - May/June 2017 - The Graying of the Paper Industry
Paper360 - May/June 2017 - 17
Paper360 - May/June 2017 - Suppliers Reach Out to Mill Leaders
Paper360 - May/June 2017 - 19
Paper360 - May/June 2017 - Making a Difference: 2017 TAPPI/PIMA Awards
Paper360 - May/June 2017 - 21
Paper360 - May/June 2017 - 22
Paper360 - May/June 2017 - 23
Paper360 - May/June 2017 - 24
Paper360 - May/June 2017 - 25
Paper360 - May/June 2017 - 26
Paper360 - May/June 2017 - 27
Paper360 - May/June 2017 - RISI’s Asian CEO of the Year
Paper360 - May/June 2017 - 29
Paper360 - May/June 2017 - 30
Paper360 - May/June 2017 - 31
Paper360 - May/June 2017 - TAPPISAFE Offers Solid Benefits for Mills, Contractors
Paper360 - May/June 2017 - 33
Paper360 - May/June 2017 - Reinventing Varkaus
Paper360 - May/June 2017 - 35
Paper360 - May/June 2017 - Failure Isn’t Just an Option—It’s Unavoidable
Paper360 - May/June 2017 - 37
Paper360 - May/June 2017 - Blower Technology Proves Its Worth
Paper360 - May/June 2017 - 39
Paper360 - May/June 2017 - TAPPI Journal Summaries
Paper360 - May/June 2017 - 41
Paper360 - May/June 2017 - Global Study: Most People Highly Value Paper and Print
Paper360 - May/June 2017 - 43
Paper360 - May/June 2017 - 44
Paper360 - May/June 2017 - 45
Paper360 - May/June 2017 - The Changing World of OCC
Paper360 - May/June 2017 - 47
Paper360 - May/June 2017 - TAPPI News
Paper360 - May/June 2017 - ASPI News
Paper360 - May/June 2017 - Index of Advertisers
Paper360 - May/June 2017 - cover3
Paper360 - May/June 2017 - cover4
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