Print keeps its pulling power
New Zealanders may spend much of the day online, but new research from the Visual Media Association suggests print still has a valuable role when information needs to be trusted, understood or kept for later.
The latest VMA Industry Insight found that 90% of New Zealanders check their letterbox at least weekly, and 43% consider information received through it trustworthy — placing physical mail ahead of email and social media.
More than half of respondents (54%) said they concentrate better when reading printed material than online, reinforcing the VMA's view that print and digital are often most effective when used together.
VMA Chief Executive Officer Kellie Northwood said the findings reflect the different roles physical and digital communications now play in people's lives. "The research shows New Zealand consumers are not choosing between print and digital communications. They are using both, but for different purposes," she said.
"Digital channels provide convenience and immediacy, while physical communications continue to play an important role when information needs to be trusted, retained or revisited. As organisations compete for attention in increasingly crowded digital environments, understanding how consumers engage with different channels becomes increasingly important."
Print remains popular across several established media categories, with 61% of New Zealanders preferring printed books and 51% choosing printed magazines over their digital alternatives. Another 41% said they better understand news when reading it in print, while 51% would be concerned if printed newspapers disappeared.
Digital fatigue was another clear theme, with 86% of respondents across Australia and New Zealand saying they feel overwhelmed by digital communications. The average New Zealander has 447 unread emails, and half of those surveyed said they receive so many messages that some are deleted without ever being opened.
Security concerns are also shaping how people view different channels: 51% of New Zealand consumers said they are worried about online scams and digital safety, and 54% believe physical mail is safer than email when receiving sensitive personal or financial information.
The VMA said the findings show physical communications continue to offer practical value alongside digital media — especially when organisations need messages to be noticed, remembered or treated with greater confidence. The association will present the research at an Auckland industry lunch on Thursday 23 July, bringing together printers, publishers and other professionals to discuss how print continues to evolve as part of a broader communications mix.