Print recovery continues as Covid is finally put to bed

Despite the ongoing rise of digital platforms, consumers are increasingly turning back to print media, particularly when it comes to comprehension, trust, and learning.

So says the latest Two Sides Trend Tracker 2025 survey, which reveals a sector that is bouncing back after the major disruption to print during Covid-19 pandemic.

While the digital world may offer convenience, the survey highlights that the preference for reading in print has recovered since the pandemic and is the preferred format for books, magazines, and important documents. In fact, 65% of European consumers prefer printed books, recovering from 53% in 2021. Magazines in print 48%, up from 35% in 2021 and printed product catalogues 33%, up from 21%.

In fact, print is still preferred where it matters most. When it comes to essential communications like medical information, financial statements, and legal documents, consumers consistently choose print over digital for its security, clarity, reliability, and permanence.

The survey reveals that 76% want the right to choose and not be pushed down a digital only route; 47% prefer medical leaflets and instructions in print; 36% prefer printed information from doctors and hospitals and 27% still favour receiving printed bills and statements.

Two Sides Europe managing director Jonathan Tame said: “This year’s findings reflect an improved stable consumer mindset. While digital tools are valuable, people increasingly recognise the unique strengths of print, especially where comprehension, memory, and trust are critical.”

Beyond everyday documents, print continues to play a vital role in education and news consumption. The survey found that 58% believe students learn better using printed materials than digital; 49% are concerned about the loss of printed newspapers; and 45% say they understand news better in print than online.

The report states: “In an age of constant screen time, consumers are showing a growing desire to unplug and reconnect with the tangible. Print offers a physical experience that digital simply can’t replicate – no pop-ups, no distractions, just a more immersive and calming way to consume information.

“Print media is not only relevant, it is sustainable. Printed books, newspapers, magazines, advertising mail and wider literature is recyclable, biodegradable and is made from natural and sustainable raw materials. There is a misconception about paper’s environmental footprint compared to digital where, too often, the impacts of the digital alternative are completely overlooked.”

Tame concluded: “The Two Sides Trend Tracker 2025 makes one thing clear: while technology continues to evolve, print remains a trusted, valued, and essential part of modern life. From learning and literacy to legal peace of mind, paper still delivers where it matters most.”