Paper Bytes Back
Recent survey shows evidence that new technology boosts sales of stationery
Far from heralding the decline of traditional paper-based stationery, a recent survey commissioned by Filofax and Letts* suggests that the advance of new technology has done just the opposite – with the use of personal organisers, diaries and notebooks rising by 21% over the last 12 months.
People are finding that the most effective way for them to organise their lives is to use traditional paper-based stationery products as well as new technology – and any product that makes it easy to combine the two is likely to be a big success.
Consumers’ use of smartphones and tablets continues to grow but the survey also shows that when carrying out key organisational activities, significantly more people prefer paper-based products over digital devices. The majority of cognitive psychologists believe that we remember things better when we write them down, rather than type them. Most people also apparently find it easier to plan or get their head around a complex issue using a hard copy of data instead of a digital one.
Men are more likely to use diaries at work than women*, but the main growth in paper-based stationery is being driven by the 79% of people (mainly women) who use a diary, notebook or organiser for social reasons.*
Sharon Golbey, Head of Marketing Services at Filofax says, ‘Recent product innovation at Filofax reflects the need to balance our reliance on the latest technology with the ease and flexibility of using paper. Organisers and diaries which are designed to complement technology are likely to become an increasingly important part of our range.’
*YouGov research, March 2013, consulting more than 2,000 people and commissioned by Filofax and Letts