Millennials, or the generation born between 1981 and 1996, are otherwise known as ‘digital natives’. They see their smartphones as an extra limb and can instantly tap into a wealth of information using just a few clever keywords. It’s why they commonly turn to the internet before the print industry to get their information, searching and connecting to businesses and brands online before entering a store or contacting a business rep.
However, print still plays a crucial role in their decision making process. Perhaps even more so than most marketers credit it with.
A survey conducted in the United States found that 92 percent of university-aged students still prefer reading printed books to e-books, while a study by digital anthropologist Frank Rose confirmed that, although “digital screens (have) become our default interface with the world, we seem to increasingly seek out physical objects” such as books and magazines.
The study found that 82 percent of people still read magazines offline, while 67 percent of people continue to read physical books instead of downloading titles onto e-readers.
So what can business owners do to capitalise on the increasing trend for physical objects?
If millennials are seeking tangibility but your business exists purely in a digital space, then it’s time to convert the digital into the physical. Websites can turn digital imagery or designs into t-shirts, calendars, cards, mugs, and more. You could also showcase your products or images in a brochure or coffee table book.
Think about your product offering and what amongst it could be used as a bridge between the digital and physical worlds. If you can’t see a way to do this, then our expert team can offer you some advice. We use a trusted roster of printing partners who can help you use printed material to increase the perceived value of your digital offerings.
Remember — millennials aren’t going to abandon digital but there is still much value in the print industry. If you can position your brand or business as a counterpoint to growth of digital products without being anti-digital, then you can satisfy the need for tangibility that is rising in this young demographic.
Want to speak to a member of our experienced team to discuss the right way for you to transform your digital products into printed materials? Get in touch and we’ll set up a free consultation to talk you through your requirements in more detail.