Popular as e-readers may be, most consumers aren’t ready to trade their daily newspapers for them just yet.
According to the findings of a new survey by iReach Market Research, the majority of consumers are without doubt unwilling to give up their daily newspapers anytime soon. 78% surveyed said that they would not change to e-readers or similar electronic devices as they prefer the physical connection with a newspaper or magazine.
Speaking of connections, a mere 7% prefer print to screen to get a break from technology. 13% said they preferred printed newspapers or magazines to share with family and friends.
Print got the thumbs up from 58% of respondents because it gave them a better reading experience in comparison to the Amazon Kindle or Apple iPad, for example.
Oisin Byrne, General Manager, iReach Market Research, added: “Apple brand awareness and brand loyalty score extremely highly in Ireland, however consumers still like the feel of holding a newspaper or magazine to enjoy the overall reading experience. Electronic devices no matter how iconic, don’t make this physical or tactile connection with traditional news print.â€
The research which was completed in conjunction with Carat Ireland highlighted how successful Apple has been in terms of building strong brand awareness in the marketplace with 92% of consumers surveyed being aware of the recent Apple launch of the iPad. In Ireland, 28% of iPhone users plan on purchasing an iPad in coming months, compared to 5% of consumers in Ireland.
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