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And anecdotal evidence hinted that younger readers preferred print so that they could exchange books with their friends.
Online-only subscriptions are preferred; print subscriptions are initiated or continued when an online edition is not available, not stable, or not adequate.
Of those surveyed, 52% preferred to read on screen compared with 32% who preferred print, with the remainder having no opinion or preferring not to read at all.
Of those readers, 60 percent preferred print, while 16 percent preferred to get their college news online.
The use of mobile devices and computers was preferred when reading e-books; but for academic e-books students preferred print part of them for reading.
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University students prefer print textbooks to electronic ones.
"We are finding that 75 percent of students still prefer print to digital," Ms. Allen added.
If price weren't a factor, Baron's research shows that students overwhelmingly prefer print.
High-end marketers often prefer print advertising in magazines and newspapers.
We carried out a survey, asking if travellers would prefer a digital version of High Life and five out of six said they prefer print.
Against that, the Codex Group finds that people of all ages still prefer print for serious reading; e-book sales are dominated by genre fiction — "light reading".
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com