“These findings have practical implications for marketers,” note the authors of the report. “If short on time, the digital format captures attention quicker. However, for longer lasting impact and easy recollection, a physical mail piece is the superior option.”
The study goes on to suggest a complementary effect between print and digital formats that could provide a powerful way for marketers to optimize their media mix and get better results.
This study builds on earlier studies by Royal Mail/Millward Brown and Canada Post/Ipsos, which found that physical media generated deeper brain activity than digital media and that physical mail generates stronger response in terms of engagement, emotional intensity, and memory compared to email and television.
So there you have it—the brain likes print!