Yes. Especially print.Iron Mountain Knowledge Center asks, "Do you think the world is abandoning the printed page? Research indicates that a trend toward the tactile—even among Millennials—is opening up exciting new creative opportunities for fulfillment collateral."
In 2014, more than eight out of ten American adults would rather read magazines in hard copy than online. Similarly, 67 percent would rather read a book with a spin than one that glows. This information comes from a report by JWT, the New York marketing communications firm formerly known as J. Walter Thompson.
Do you know what's even more surprising, midway into the second decade of the 21st century? This trend is consistent among generations, even the grew-up-online Millennials, according to the same report,
Eight out of 10 Millennials say, "Physical cards/letters make me feel more connected to people than digital notes (emails, SMS, etc.)." These findings, as well as other studies, are calling upon the printed page to play a larger role in your marketing collateral and fulfillment efforts.
Yes. Especially plain vanilla text and “print-like” apps.
A September 2014 article in The Atlantic reports that 88 percent of Americans under 30 said they had read a book in the past year compared with 79 percent of those over 30. At the same time, American readers' relationship with public libraries is changing—with younger readers less likely to see public libraries as essential in their communities. But wait … there’s more.
“Moreover, young mobile readers don’t want apps and mobile browsers that look like the future. They want apps that look like the past: 58 percent of those under 50 and 60 percent of Millennials, prefer a ‘print-like experience’ over tech features like audio, video, and complex graphics. That preference toward plain text ‘tends to hold up across age, gender, and other groups’.”
Yes. Except for “e-versions.”
In her June 24, 2014 LinkedIn article Millennials: Digital vs. Print, Anna Burnham, coordinator at Everthrive, Illinois, tells this story: “…I hate e-versions. I own a Kindle, and it has been sitting in a drawer dead since I received it as a gift. Of course I use Twitter to get the majority of my news, but that is because the quality of magazines and newspapers has devolved into what I believe to be tabloid quality news … It is tempting to say that Millennials are e-version addicts who don’t appreciate the ‘older’ ways of doing things; that we are the ones driving the market. But in reality, what Millennials all crave is a media source, a book, or a show, which guides us and shows us the meaningful side of aging into adulthood just as books, the radio, newspapers, and magazines did for the generations before.”
Comme ci; comme ça.
In April 2013, Edelman’s Research Insight featured an article by Alex Abraham, senior VP of Edelman’s 8095® Millennial Insights Group. His article was titled “Millennials Hate Traditional Media. Or Do They?” Here’s what Abraham came up with:
• 93 percent of Millennials had read a magazine in the previous 60 days.
• 23 percent of Millennials had read a newspaper the day before, which was not that much lower than the general population.
Abraham concluded, “One thing I have learned from my research of the Millennial generation is that for every study proving a point, there is likely another saying the opposite. But the insights above do show us that we have not yet entered a world where everything has to be digital to reach Millennials.”
Yes. With visuals, please.
The Millennial Marketing blog made a “Yes-But” case in its post titled, “Do Millennials Read? Yes, But They Read Differently.”
“Perhaps the biggest take away is that Millennials are capable of taking in a lot of visual information at once, probably more than older generations, provided it is presented in an attractive and easily digestible way. This makes good design as important, if not more important, than good writing. In studies where we have had an opportunity to compare age groups, it is striking how much more attuned younger consumers are to the way information appears on the page. Older consumers tend to overlook poor design and focus on the meaning. Millennials have a hard time getting past the way it looks.”
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