Millward Brown does a case study of print vs digital for Britain’s Royal Mail (PDF) and reached some conclusions:
…physical material is more “real” to the brain. It has a meaning, and a place.
…physical presentation may be generating more emotionally vivid memories.
Physical activity generates increased activity in the cerebellum…and is likely to be further evidence of enhanced emotional processing
The final conclusion:
While in no way denigrating virtual media, which clearly has specific benefits in terms of targeting and interactivity, the study does reveal that there is something special about the physical medium.
But we knew that…didn’t we…
It’s the weekend. Grab a good read and turn some leaves…it’s the right thing to do…