Why Print Advertising?
In the UK, print advertising remains an important component of the marketing mix, here are some key figures that show why print advertising works specifically in the UK:
1. Consumer Trust in Print
- 82% of UK adults trust printed advertising more than digital forms of advertising, such as online banner ads and social media ads. (Source: UK Print Council)
- 66% of UK consumers believe print advertising is more reliable than online advertising. (Source: YouGov and Royal Mail)
2. Print Is Seen as Less Intrusive
- 71% of UK consumers find print advertising to be more "welcoming" than digital ads, which are often seen as interruptive or annoying. (Source: YouGov)
3. High Engagement with Print
- 71% of UK adults have a positive view of receiving printed marketing materials. (Source: Royal Mail)
- Print ads drive deeper engagement compared to digital: people spend around 40% longer with a print ad than they do with a digital ad. (Source: Nielsen)
4. Print and Digital Synergy
- 71% of UK consumers agree that print advertising prompts them to search for more information online. (Source: Royal Mail MarketReach)
4. Targeting and Local Impact
- 48% of UK adults engage with print media, such as newspapers or magazines, on a daily or weekly basis, which gives businesses access to a consistent and engaged audience. (Source: National Readership Survey)
- Local and regional print advertising is particularly effective, as 73% of consumers say they prefer to receive local information through print materials. (Source: Royal Mail MarketReach)
5. Longevity and Long-Lasting Impact
- 74% of UK adults say they keep direct mail items, such as brochures or catalogs, for future reference, and 49% keep them for over a week. This gives printed materials a longer shelf life compared to fleeting digital ads. (Source: Royal Mail MarketReach)