The findings of a recent national research survey, commissioned by the Visual Media Association (VMA) and conducted by independent insights agency The Source, have affirmed that Print and Mail remain as part of the fabric of Australian life.
Print and Mail still part of the fabric of Australian life
Kellie Northwood, VMA CEO, who is taking the key messages of the survey to talkback radio stations this week, says: “The survey clearly tells us that Print and Mail are not passive channels: they remain one of the most actively engaged media environments in the country.”
“People are overwhelmed by digital overload, and they are turning back to channels they trust - their letterbox, their postie and the printed materials that arrive there.”
The research, which surveyed more than 5,000 Australians, revealed that 86% of them reported experiencing some level of digital fatigue, with nearly half saying they would remove social media entirely if they could. At the same time, 56% believe mail is a more secure and reliable channel than email for receiving sensitive personal or financial information.
The survey also affirms the essential role of the letterbox in national inclusion, with 59% affirming that mail ensures equitable access to important information, particularly for people in regional, remote or digitally excluded communities. Digital ability is noted as not being the same as digital literacy, and the letterbox remains a critical social equaliser across demographic groups.
Engagement levels are also extremely strong, with 94% checking their letterbox regularly - more than half enjoying the ritual of checking their mail - and 84% regularly engaging with printed catalogues (nearly half of whom save them for later reference). Interestingly, 83% of 18-24-year-olds report that catalogues and promotional materials prompt them to take action.
VMA CEO Kellie NorthwoodNorthwood continues: “Print and mail provide clarity, confidence and connection. It cuts through noise, it reaches every household, and importantly, it ensures no one is left behind. Brands, retailers and essential service providers should, and are, paying attention, with major retail brands re-entering the catalogue and unaddressed channels.”
The research also underscores significant commercial opportunity. 44% saying they trust local businesses more when they receive printed material, and 77% confirming they have undertaken a home maintenance or service task after receiving a printed flyer or circular.
Northwood concludes: “As one of the nation’s largest manufacturing sectors, our industry contributes significantly to local jobs, regional communities and national capability, this research reinforces what many of us have long known: Australians value print. They trust it, they use it, and they want it to remain a central part of how they connect with the world.”
Noting this, the VMA has announced plans to host a Marketing Exchange Insights session on 10th December at 2:00pm AEDT, to explore the research in greater depth. VMA members, marketers, brands and retailers are invited to register here either to attend the event live or receive a recording.
