The majority (58%) of UK consumers prefer reading magazines in print rather than online, a survey has revealed.
The YouGov survey likewise showed that Brits are significantly more pro-print than US consumers when it comes to magazines: 29% of Americans said they preferred reading their magazines online, compared to just 18% of UK consumers.
Support for printed newspapers in Britain, meanwhile, was consolidated among the over-55-year-olds, 46% of whom preferred reading their news in print.
Chief executive of trade body the News Media Association, Owen Meredith, told Printweek that he was not surprised to see so many people preferring print.
He said: “Print remains a very powerful part of the mix and it is no surprise to find that it is still valued very highly by readers, in tandem with the rapid growth in digital media."
While UK consumers, on average, have a greater preference for print news than American consumers, this preference is heavily weighted towards older people: just 12% of 18-34 year-olds in the UK prefer print newspapers.
British consumers generally had a much stronger preference for printed magazines than for printed news, where just 29% of Brits said they preferred reading a physical newspaper, compared to the 58% who preferred physical magazines.
Sajeeda Merali, CEO of the Professional Publishers' Association and marketing agency Magnetic, told Printweek that this did not surprise her.
"With the uncertainty that change can create – and we have seen plenty of this in the last few years – two things remain clear: print will continue to be a desirable product that engages readers, and a curated print edition is a powerful hallmark for trusted content," she said.
As consumers have re-evaluated their priorities during the pandemic, Merali added, they have turned to intentional activities and embraced mindful pursuits and hobbies, exactly the kind of thing that many magazines specialise in.
"This intentional consumption reflects what consumers are passionate about, which is positive for special interest magazine brands and their advertising partners," she added.
YouGov’s survey results were taken from a continuously collected data profile of a nationally representative selection of respondents from the USA and Great Britain.
