International print use survey needs input

Companies are being asked not only to participate directly, but to pass the survey on to their customers to help capture the broadest range and greatest number of responses.

The survey is being conducted by the Technical Research Centre of Finland (VTT) in conjunction with Europe’s Print Power organisation, Two Sides Australia and the Printing Industries Association of Australia.

Hagop Tchamkertenian, national manager, policy and government affairs at Printing Industries says he believed this was the first time such a survey had been carried out covering Australia, the United Kingdom, Europe and the USA.

He says, “In a multi-channel world we have to understand how consumers relate to print and how reading habits are being impacted by new media.

“This survey will give us valuable insight, ensuring that our promotion of print as a highly effective and sustainable media is clearly focused on consumers’ reading preferences.”

Also commenting, Joe Kowalewski, national director, communications and marketing at Printing Industries says printing companies were encouraged to circulate the survey as widely as possible

Kowalewski says, “The questionnaire consists of six short stories, each describing a different media use situation.

“Consumers are invited to read the stories and rate how well the stories fit into their lifestyles and media use habits. Also, attitudes towards advertising in different media channels are studied.”

In the second phase later this year small groups of consumers from different countries will be invited to provide more detailed information on their media use habits.

The focus will be on finding out what kind of needs and expectations people have for print advertising and examine the role of print products in everyday life.

Tchamkertenian says the survey results would provide up-to-date data on print use and be invaluable for the printing industries in all participating countries in assessing consumer media preferences.

The survey can be accessed here.

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