Those who’ve said the print medium is dead or dying need a rethink, according to the findings of a survey by Deloitte, detailed in the white paper The Future of Media – Profiting From Generational Differences.

Lead partner of the Deloitte Technology Media and Telecommunications industry group, Damien Tampling said the US intergenerational study shows that nearly three-quarters (72%) of respondents prefer a printed version of a magazine even when they can get the same information online.

Mr Tampling said in Australia the preference for printed media is similar if not stronger as shown by recent Australian Press Council Report, State of the News Print Media in Australia 2007.

“While readership levels of the four metropolitan newspapers had decreased since 2003, in the last year they have rebounded to very similar levels.

“Yet, in Australia magazines have bucked the trend with a 6% decline in circulation in the last year,” Tampling said.

“This study has verified what many savvy marketers have suspected: people across all generations are using multiple channels – traditional and online media - to source the information they want or need.”

Tampling said what was exceptional about the survey conducted by the Harrison Group, was the intergenerational sample of 2,200 individuals’ aged 13-75 and their usage of preferred media.

“The behavioural study also dispelled forever the furphy that mature people (61-75 years) were reluctant to embrace technology.  Of those participating in Web 2.0 user generated content and entertainment, 25% were mature (aged 61-75) users.

“Another interesting finding the study highlighted was the higher levels of churn.  People are more quickly turning to other sources of information or platforms if needs are not met,” Tampling said.

Other key findings: 

• More than three-quarters said that online advertising was more intrusive than printed ads and nearly two-thirds said they pay more attention to print ads than online ads.
• Gen-X sector (ages 25-41) found online ads more intrusive (79%) than baby boomers (72%).
• Gen-Xers also paid more attention to print ads (67%) than boomers (65%) which could explain  Google’s recent plunge into print advertising.

But that's not the full picture. When asked what type of advertising caused a reader/user to visit a website most often among Gen-Xers, search engine results topped the list (87%), followed by a recommendation (85%), a TV ad (66%), and then a printed ad (66%).

The percentages varied, but the succession of categories remained uniform across all the age groups, with the exception of Matures who preferred a print ad over TV.

CEO of Eclipse, Deloitte’s online advisory arm, Stuart Johnston believes it is not just media or advertising organisations that need to pay attention to the changes in consumer behaviours.

“All organisations need to ensure they have an integrated marketing strategy. Dell was traditionally only online – today they use all channels reflecting the way consumers operate.

“Online today is very much part of the overall marketing and communications toolkit – as the recent Federal election political campaigns clearly demonstrated.

“All channels used need to have a consistent look and feel whether it is online, in store or television or ambient (stickers, posters) advertising.

“This is a big change from 2001, when online was an isolated channel that was not integrated into the overall mix,” Johnston said.

“The results of this study suggest that the best strategy is a multi-medium approach to marketing and communication. However, just as clearly, the death of printed information has been wildly exaggerated.”