Market research firm Signet Research released the findings of a survey of the readers of B2B publications, which sought to determine whether readers preferred print, digital, or online formats of publications. The survey was conducted through Signet Research's AdStudies, and was based on a question asking respondents to list the preferred format of specific publications. Conducted over a period that stretched from October 2009 to January 2010, the survey's findings revealed that 75% of those surveyed still preferred to read publications in print format, either singularly or in combination with another format. More than half of that 75% preferred to read publications in print format only, while only 14% preferred digital only.
The survey sampled 2,307 respondents from a variety of fields and industries, including government, the airline industry, electronics, the automobile industry, physical sciences, and food service. Signet Research's AdStudies cover a wide variety of B2B and B2C publications, both online and in print.