Millennials Haven't Killed Print: Canon Launches Print for Action Initiative to Show Print Remains an Influential Medium
Friday, February 15th, 2019
Print has long been a powerful medium to inspire action, from promoting social change to influencing purchasing decisions. It therefore comes with little surprise to Canon U.S.A., Inc., a leader in digital imaging solutions, that nearly half of Americans would feel sad in a world without print, according to survey findings released by the Company today. The Canon Print for Action Survey1, conducted by Ipsos, uncovers consumers' perception and use of printed materials, as well as the importance of print in the minds of tomorrow's business leaders.
"We are pleased to find that, despite living in what seems like a digital world, Millennials still count on print for information and inspiration," says Shinichi Yoshida, executive vice president and general manager, Canon U.S.A., Inc. "With our new Print for Action initiative, our goal is to highlight the power of print's versatility by coupling Canon's deep heritage in innovative imaging with proven statistics to educate and to help empower future business leaders."
Statistics from the Canon Print for Action Survey reveal that the print medium has a favorable influence in many aspects of the lives of U.S. Millennials. From food and beverage purchasing decisions to study habits to relaxation techniques, print is a driving influence and one that seems here to stay. For instance, according to the Canon Print for Action Survey:
Millennials still send printed cards. In fact, for Valentine's Day 2018, giving printed romance cards (30%) won out over sending e-cards (7%) for Millennials. Overall, in the twelve months prior to the survey more than half (51%) of Millennials gave someone a printed card for a celebratory moment or a holiday compared to just 18% that sent a digital greeting on those occasions.
Other than watching streaming services (56%), Millennials turn to books (48%) to relax. Nearly half of Millennials surveyed say reading a book makes them feel the most relaxed compared to activities like exercising (37%), cooking (37%) and meditating (21%).
Millennials still turn to print to plan out their days. In the twelve months prior to the survey1, 43% of Millennials used physical calendars and 30% of Millennials used planners for scheduling and staying organized.
The Canon Print for Action Survey covers more than just Millennials; its statistical findings span a range of demographics and market verticals. Generational findings all point toward the power of print, with only one-in-five Americans, as a whole, reporting that they rely solely on digital platforms.
With a breadth of expertise in production and wide-format printing, Canon print solutions and cutting-edge technology, including but not limited to the imagePROGRAF large format printer series and Océ Colorado wide format printer, help bring visions to life, which in turn have the power to influence the next generations of consumers. The Canon Print for Action Survey is the first component of an initiative meant to help Canon continue on its path of innovation to provide print solutions that spark creativity in the lives of consumers and help fuel its channel partners' future success through the power of print.