{"id":4656,"date":"2019-08-02T09:08:54","date_gmt":"2019-08-02T13:08:54","guid":{"rendered":"https:\/\/sinalite.com\/printersuccess\/?p=4656"},"modified":"2025-05-28T18:04:19","modified_gmt":"2025-05-28T22:04:19","slug":"do-millennials-still-buy-print","status":"publish","type":"post","link":"https:\/\/sinalite.com\/printersuccess\/do-millennials-still-buy-print\/","title":{"rendered":"Do Millennials Still Buy Print? [With Statistics]"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Print has been around for hundreds of years (arguably even thousands), but with the rise of new digital technology, many print professionals are concerned about the future of print demand. A new demographic is moving into the market. They\u2019re Millennials, the generation that reached adulthood between 2000 and 2010. They are estimated to have a buying power of <\/span><a href=\"https:\/\/futurumresearch.com\/wp-content\/uploads\/woocommerce_uploads\/2017\/02\/report_200117.pdf\" rel=\"noopener noreferrer\" target=\"_blank\"><span style=\"font-weight: 400;\">$1 trillion by 2020<\/span><\/a><span style=\"font-weight: 400;\">, when they will make up a third of the American population. <\/span><span style=\"font-weight: 400;\">Despite having grown up in a time when smartphones and social media were still rare, the Millennial generation is now a major user of digital media and it readily embraces technology. This begs the question: do Millennials still buy print? The answer will affect the future of the printing industry.<\/span><br \/>\n<span style=\"font-weight: 400;\">Let\u2019s take a look at the data.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Do Millennials read printed books?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">To begin, we first looked at how Millennials feel about traditional printed books (as opposed to ebooks or audiobooks). Neil Howe, who coined the term \u201cMillennials\u201d, cites the following numbers in his article <\/span><a href=\"https:\/\/www.forbes.com\/sites\/neilhowe\/2017\/01\/16\/millennials-a-generation-of-page-turners\/#d823b9e19786\" rel=\"noopener noreferrer\" target=\"_blank\"><i><span style=\"font-weight: 400;\">Millennials: A Generation Of Page-Turners<\/span><\/i><\/a><span style=\"font-weight: 400;\">:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">92% of <a href=\"\/printersuccess\/selling-print-to-students\/\" rel=\"noopener noreferrer\" target=\"_blank\">college students<\/a> prefer reading print material to digital material<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">If the cost of the print and digital copy of a leisure book were the same, 80% would pick the paper version<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Young adults are no more likely than their elders to read digital books exclusively (around 6%)<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">So we know that Millennials are still buying print in the form of books, but what about their relationship to print in advertising? With Millennials becoming 50% of the world\u2019s workforce by 2020, they\u2019ll be making key buying decisions for businesses. Would they still invest in print advertising? Let\u2019s look at the results of print marketing to Millennials.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Do Millennials respond well to print advertising?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">There have been a number of studies on the Millennial\u2019s relationship with print advertising, but they have all come to a similar conclusion. Take, for example, the Quad Graphics customer focus study <\/span><a href=\"https:\/\/www.quad.com\/resources\/documents\/customer-focus-study-millennials-an-emerging-consumer-powerhouse\/\" rel=\"noopener noreferrer\" target=\"_blank\"><i><span style=\"font-weight: 400;\">Millennials: An Emerging Consumer Powerhouse<\/span><\/i><\/a><span style=\"font-weight: 400;\">. The study found that Millennials like to \u201chold print in their hands, read it, smell it, use it to link to a video or coupon, save it, take it to the store with them, and share it with friends.\u201d Furthermore, they pay attention to print, as shown in the following graph from their report:<\/span><br \/>\n<img loading=\"lazy\" decoding=\"async\" alt=\"advertising formats millennials pay attention to\" class=\"alignnone size-full wp-image-4658\" height=\"377\" src=\"\/printersuccess\/wp-content\/uploads\/2019\/08\/Millennials-Print-Ads.jpg\" width=\"744\" srcset=\"https:\/\/sinalite.com\/printersuccess\/wp-content\/uploads\/2019\/08\/Millennials-Print-Ads.jpg 744w, https:\/\/sinalite.com\/printersuccess\/wp-content\/uploads\/2019\/08\/Millennials-Print-Ads-300x152.jpg 300w, https:\/\/sinalite.com\/printersuccess\/wp-content\/uploads\/2019\/08\/Millennials-Print-Ads-370x187.jpg 370w, https:\/\/sinalite.com\/printersuccess\/wp-content\/uploads\/2019\/08\/Millennials-Print-Ads-270x137.jpg 270w, https:\/\/sinalite.com\/printersuccess\/wp-content\/uploads\/2019\/08\/Millennials-Print-Ads-740x375.jpg 740w\" sizes=\"(max-width: 744px) 100vw, 744px\" \/><br \/>\n<span style=\"font-weight: 400;\">The next chart tells even more. Here are the types of ads that Millennials ignore:<\/span><br \/>\n<img loading=\"lazy\" decoding=\"async\" alt=\"ads that millennials ignore\" class=\"alignnone size-full wp-image-4659\" height=\"339\" src=\"\/printersuccess\/wp-content\/uploads\/2019\/08\/Millennials-Ignore-Ads.jpg\" width=\"679\" srcset=\"https:\/\/sinalite.com\/printersuccess\/wp-content\/uploads\/2019\/08\/Millennials-Ignore-Ads.jpg 679w, https:\/\/sinalite.com\/printersuccess\/wp-content\/uploads\/2019\/08\/Millennials-Ignore-Ads-300x150.jpg 300w, https:\/\/sinalite.com\/printersuccess\/wp-content\/uploads\/2019\/08\/Millennials-Ignore-Ads-370x185.jpg 370w, https:\/\/sinalite.com\/printersuccess\/wp-content\/uploads\/2019\/08\/Millennials-Ignore-Ads-270x135.jpg 270w\" sizes=\"(max-width: 679px) 100vw, 679px\" \/><br \/>\n<span style=\"font-weight: 400;\">It may not come as a surprise to you that Millennials pay attention to direct mail. After all, <\/span><a href=\"https:\/\/www.uspsdelivers.com\/still-relevant-a-look-at-how-millennials-respond-to-direct-mail\/\" rel=\"noopener noreferrer\" target=\"_blank\"><span style=\"font-weight: 400;\">USPS published a study<\/span><\/a><span style=\"font-weight: 400;\"> that found that Millennials were actually more likely to engage with direct mail than non-Millennials. The graph below was taken from their study:<\/span><br \/>\n<img loading=\"lazy\" decoding=\"async\" alt=\"millennials and direct mail\" class=\"alignnone size-full wp-image-4657\" height=\"588\" src=\"\/printersuccess\/wp-content\/uploads\/2019\/08\/Millennials_and_Mail.jpg\" width=\"963\" srcset=\"https:\/\/sinalite.com\/printersuccess\/wp-content\/uploads\/2019\/08\/Millennials_and_Mail.jpg 963w, https:\/\/sinalite.com\/printersuccess\/wp-content\/uploads\/2019\/08\/Millennials_and_Mail-300x183.jpg 300w, https:\/\/sinalite.com\/printersuccess\/wp-content\/uploads\/2019\/08\/Millennials_and_Mail-768x469.jpg 768w, https:\/\/sinalite.com\/printersuccess\/wp-content\/uploads\/2019\/08\/Millennials_and_Mail-370x226.jpg 370w, https:\/\/sinalite.com\/printersuccess\/wp-content\/uploads\/2019\/08\/Millennials_and_Mail-270x165.jpg 270w, https:\/\/sinalite.com\/printersuccess\/wp-content\/uploads\/2019\/08\/Millennials_and_Mail-655x400.jpg 655w, https:\/\/sinalite.com\/printersuccess\/wp-content\/uploads\/2019\/08\/Millennials_and_Mail-740x452.jpg 740w\" sizes=\"(max-width: 963px) 100vw, 963px\" \/><br \/>\n<span style=\"font-weight: 400;\">In addition, the same study found that:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">50% of Millennials ignore digital ads but only 15% ignore direct mail<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">90% of Millennials think direct mail advertising is reliable<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">57% have made purchases based on direct mail offers<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">87% of Millennials like receiving direct mail<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400;\">Why?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">These findings had researchers asking the next question to better understand the relationship between Millennials and print. Why do members of this tech-savvy generation still prefer paperback books and <a href=\"https:\/\/sinalite.com\/en_ca\/tools\/index\/redirect?page=top-sellers\/brochures\/100lb-uv-high-gloss.html?utm_source=blog&amp;utm_medium=ps&amp;utm_campaign=printers&amp;utm_term=096&amp;utm_content=glossy_brochures\" rel=\"noopener noreferrer\" target=\"_blank\">glossy brochures<\/a> snail mailed to their homes?<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Because of Neuroscience<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The science behind print helps us understand why. <\/span><a href=\"https:\/\/www.canadapost.ca\/assets\/pdf\/blogs\/CPC_Neuroscience_EN_150717.pdf\" rel=\"noopener noreferrer\" target=\"_blank\"><span style=\"font-weight: 400;\">Canada Post published a fascinating scientific study<\/span><\/a><span style=\"font-weight: 400;\"> behind how the brain reacts to print. They found that it requires 21% less cognitive effort to process printed direct mail than digital media. Hence, it is also processed quicker. Together, these factors make printed materials more persuasive and therefore likely to drive behavior. In fact, 23% of Millennials say they bought or ordered something as a result of receiving direct mail in the last 12 months, as <\/span><a href=\"https:\/\/www.marketreach.co.uk\/campaigns\/lifestages\" rel=\"noopener noreferrer\" target=\"_blank\"><span style=\"font-weight: 400;\">reported by Royal Mail MarketReach<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Because of Trust<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Another reason is simply that as a society we tend to trust print more, and that Millennials are no exception. <\/span><a href=\"https:\/\/www.emarketer.com\/Chart\/Types-of-Ads-that-US-Internet-Users-Trust-Making-Purchase-Decision-Oct-2016-of-respondents\/202305\" rel=\"noopener noreferrer\" target=\"_blank\"><span style=\"font-weight: 400;\">MarketingSherpa&#8217;s Customer Satisfaction Research Study<\/span><\/a><span style=\"font-weight: 400;\"> found that US internet users still trust print ads more than any other type of advertising (see graph below).<\/span><br \/>\n<img loading=\"lazy\" decoding=\"async\" alt=\"most trusted types of ads\" class=\"alignnone size-full wp-image-4660\" height=\"741\" src=\"\/printersuccess\/wp-content\/uploads\/2019\/08\/MarketingSherpa.png\" width=\"461\" srcset=\"https:\/\/sinalite.com\/printersuccess\/wp-content\/uploads\/2019\/08\/MarketingSherpa.png 461w, https:\/\/sinalite.com\/printersuccess\/wp-content\/uploads\/2019\/08\/MarketingSherpa-187x300.png 187w, https:\/\/sinalite.com\/printersuccess\/wp-content\/uploads\/2019\/08\/MarketingSherpa-370x595.png 370w, https:\/\/sinalite.com\/printersuccess\/wp-content\/uploads\/2019\/08\/MarketingSherpa-270x434.png 270w, https:\/\/sinalite.com\/printersuccess\/wp-content\/uploads\/2019\/08\/MarketingSherpa-249x400.png 249w\" sizes=\"(max-width: 461px) 100vw, 461px\" \/><\/p>\n<p>It&#8217;s therefore little wonder why Millennials love print, and why most of the population does too, even in the age of digital advertising.<\/p>\n<h2><span style=\"font-weight: 400;\">Yes, Millennials still buy print, and will keep buying print.<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Based on numerous studies, it is evident that Millennials still buy print and continue to be influenced by print. As they gradually make up more of the workforce, they will likely translate their positive views on print media into purchasing decisions. The demand for print is here to stay, at least for another generation.<\/span><br \/>\n<em>Enjoyed this article? 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rel=\"noopener noreferrer\" target=\"_blank\"><img loading=\"lazy\" decoding=\"async\" alt=\"\" class=\"wp-image-4665 alignleft\" height=\"50\" src=\"\/printersuccess\/wp-content\/uploads\/2019\/08\/Emailicon.png\" width=\"51\" srcset=\"https:\/\/sinalite.com\/printersuccess\/wp-content\/uploads\/2019\/08\/Emailicon.png 225w, https:\/\/sinalite.com\/printersuccess\/wp-content\/uploads\/2019\/08\/Emailicon-150x150.png 150w\" sizes=\"(max-width: 51px) 100vw, 51px\" \/><\/a><\/p>\n<p>Related topic: <a href=\"https:\/\/www.allsing.net\/unlocking-the-secrets-of-performance-enhancement-drugs-what-you-need-to-know\/\" rel=\"noopener noreferrer\">Unlocking the Secrets of Performance Enhancement Drugs: What You Need to Know<\/a><\/p>\n<!-- AddThis Advanced Settings generic via filter on the_content --><!-- AddThis Share Buttons generic via filter on the_content -->","protected":false},"excerpt":{"rendered":"<p>The answer will affect the future of the printing industry. Let\u2019s look at the data.<!-- AddThis Advanced Settings generic via filter on get_the_excerpt --><!-- AddThis Share Buttons generic via filter on get_the_excerpt --><\/p>\n","protected":false},"author":8,"featured_media":4670,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[171,11],"tags":[215,216,270],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Do Millennials Still Buy Print? [With Statistics] - Printer Success Center<\/title>\n<meta name=\"description\" content=\"A new demographic is moving into the market. Do Millennials still buy print? 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