We’re living in a digital era. New technology is reshaping society. Internet access seems ubiquitous. So, it might surprise you to know that 42 million Americans still don’t have high-speed Internet, which is download speeds of at least 25 Mbps and upload speeds of at least 3 Mbps
That is why you shouldn’t ditch traditional print marketing materials such as postcards, flyers, and brochures. When you partner with a company that provides creative marketing services and high-quality printing, you can reach all Americans, regardless of connectivity.
Where Is the Divide?
The digital divide – the gap between those with Internet access and those without it – affects many communities and demographic groups across the United States.
Those most likely to do without high-speed Internet access include:
Rural and Tribal Communities
Remote areas and rural and tribal communities often don’t have high-speed infrastructure. Their internet is slower and less reliable.
Only 67% of tribal lands in the continental U.S. have broadband Internet. About 24 percent of Americans in rural areas don’t have high-speed internet services compared to only 1.7 percent in urban locales.
Low-Income Households
Monthly internet fees are unaffordable for many low-income families. Forty-three percent of lower-income households don’t have broadband services, and 41 percent don’t even own a desktop or laptop computer.
Older Americans:
Senior citizens are often less tech-savvy and don’t have digital resources. Twenty-two million older people don’t have broadband access at home.
Minority Groups:
Minority communities are disproportionately affected by the digital divide. For example, almost 40 percent of Black American households don’t have high-speed, fixed broadband, compared to 28 percent of White American households.
People with Disabilities
People with disabilities often face technology barriers. Thirty-eight percent of adults with a disability in the United States don’t even own a computer.
Those Who Choose to Go Without
Lastly, believe it or not, there are still Americans who choose not to use the internet. As of 2021, 7 percent of Americans say they never go online. 25% of adults 65 and older don’t use the internet.
Overcome the Digital Divide with Printed Marketing Materials
If you want to ensure you reach everyone, printed marketing materials are the way to go. They reach every American, regardless of whether they own a computer or smartphone or have access to a high-speed internet connection.
Even those with high-speed internet access can face outages or tech equipment glitches. Printed direct mail marketing materials deliver your message reliably. Further, digital ads can be intrusive and must compete with busy online traffic. Your target audience can skip or ignore online ads with one click, while they can engage with print materials on their own time and terms.
Finally, while the digital age has unquestionably opened a world of possibilities, it has also created plentiful online scams. Click on the wrong thing and you can infect your computer with a virus or allow someone with a nefarious motive to access your personal information or bank account. These scenarios aren’t possible with direct mail marketing. Print materials enhance credibility and strengthen your relationships with your target audience.
Print is still the best way to bridge the digital divide. Companies that produce creative marketing services can help you craft memorable print materials with imaginative design and eye-catching visuals.
Print Services So You Can Stay in Touch
With so many Americans without high-speed internet services, print marketing materials still play an important role. Ensure your message is reaching everyone by choosing the right print marketing products to get your information where it needs to go.
We can help you deliver print products that are sure to make an impact. Contact us at PMI to get started and let us help you build your business steadily and sustainably. Our creative marketing services are just what you need.
