Canon Survey: Americans Still Want Print

Canon U.S.A. today released results of a survey that show that despite the digital revolution, nearly half of Americans would feel sad in a world without print.

The Canon Print for Action Survey, conducted by Ipsos, is said to uncover consumers’ perception and use of printed materials, as well as the importance of print in the minds of tomorrow’s business leaders.

“We are pleased to find that, despite living in what seems like a digital world, Millennials still count on print for information and inspiration,” says Shinichi Yoshida, executive vice president and general manager, Canon U.S.A., Inc. “With our new Print for Action initiative, our goal is to highlight the power of print’s versatility by coupling Canon’s deep heritage in innovative imaging with proven statistics to educate and to help empower future business leaders.”

Statistics from the Canon Print for Action Survey reveal that the print medium has a favorable influence in many aspects of the lives of U.S. Millennials. From food and beverage purchasing decisions, to study habits, to relaxation techniques, “print is a driving influence and one that seems here to stay.” For instance, according to the Canon Print for Action Survey:

• Millennials still send printed cards. In fact, for Valentine’s Day 2018, giving printed romance cards (30 percent) won out over sending e-cards (7 percent) for Millennials. Overall, in the 12 months prior to the survey, more than half (51 percent) of Millennials gave someone a printed card for a celebratory moment or a holiday, compared to just 18 percent that sent a digital greeting on those occasions.
• Other than watching streaming services (56 percent), Millennials turn to books (48 percent) to relax. Nearly half of Millennials surveyed say reading a book makes them feel the most relaxed compared to activities like exercising (37 percent), cooking (37 percent), and meditating (21 percent).
• Millennials still turn to print to plan out their days. In the 12 months prior to the survey,43 percent of Millennials used physical calendars and 30 percent of Millennials used planners for scheduling and staying organized.

Canon stated that its Canon Print for Action Survey covers more than just Millennials; its statistical findings span a range of demographics and market verticals. Generational findings, it says, all point toward the power of print, with only one-in-five Americans, as a whole, reporting that they rely solely on digital platforms.