Quadient Research Finds There is Room for Physical Mail in a Digital World
April 2, 2025
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Quadient announced the results of a research study about how consumers value diverse types of communication.
- 68% of US survey respondents worry about missing important digital communications like email due to spam
- 81% want to know if artificial intelligence generated the content in a communication
- 78% sent physical mail during the previous year
Of US survey respondents, 63% are more likely to act on an urgent physical communication than any form of digital communication and 78% sent physical mail in the previous year.
The research showed 68% of US respondents worry about missing important digital communications. Additionally, in the US, 65% of respondents previously preferred digital communications, but spam, scams and the volume of digital messages have prompted them to prefer physical letters. This is higher than in France (62%) and the UK (52%).
The research also touched upon consumers’ attitudes about the future of communications. More than 80% of US respondents want organizations to disclose the use of artificial intelligence (AI) in the creation of communications, while 58% believe AI results in lower-quality communication. In the US, 40% would feel upset if AI was used to communicate medical test results.
US respondents were particularly concerned about how much data a company has about them with 64% expressing worry, compared to 59% in France and 55% in the UK. Consumers in the US (63%) would accept companies getting some information wrong rather than share too much personal data compared to 57% in France and 51% in the UK.
The survey also touched on consumers’ perceptions on communications and the environment. The research found that 52% of respondents want more guidance on which communication channels they should select to reduce their environmental impact, with 44% concerned that they are not aware of hidden environmental impacts of digital communications.
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