Australians still trust physical mail over digital

The Visual Media Association and Vypr have published research showing continued consumer trust in physical mail in Australia. The findings point to sustained engagement with posted communications alongside digital channels.

The survey found 65% of Australians consider physical mail important, while 84% said they always or often open and read addressed mail. It also found that 54% pay more attention to promotional material in their hands than to email, suggesting printed communications still have a place in marketing and customer outreach.

The results come as brands and public sector bodies consider how to reach consumers dealing with crowded inboxes, online scams and growing digital fatigue. The research found 57% of Australians had missed important digital communications.

Trust and attention

The research centres largely on trust. Some 58% of respondents said physical mail feels more official than digital communications, while more than half said it is more secure and trustworthy than email for sensitive personal and financial information.

The comparative figures highlight that gap. Just 29% of Australians said they distrust information received by mail, compared with 38% who distrust information received via email.

Attention and retention also featured strongly. Half of respondents said physical mail is one of the channels they pay most attention to, and almost nine in 10 said they keep printed communications for future reference.

That matters for organisations trying to prompt action, especially when messages relate to bills, official notices, policy updates or regulated information. The figures suggest physical formats can still cut through in ways digital messages do not always achieve on their own.

Government communications emerged as one of the clearest use cases. The study found 78% of Australians want important government information delivered through physical mail, either on its own or alongside digital channels.

That preference comes amid heightened concern about phishing and online fraud, which has weakened confidence in digital communications. For departments and agencies, the findings indicate mail remains relevant where identity, trust and visibility are critical.

Visual Media Association Chief Executive Officer Kellie Northwood said the research shows physical mail continues to meet a clear need for both organisations and consumers.

"As communication channels continue to evolve, Australians are telling us that physical mail still has an important place. People want information that is easy to recognise, trusted and accessible, particularly when it relates to important matters," said Kellie Northwood, Chief Executive Officer, Visual Media Association.

Digital balance

The study does not suggest digital channels are losing relevance. Instead, it presents physical mail as part of a broader mix, with respondents signalling support for a balance between print and online communication depending on the message.

For marketers, that has implications for campaign design as competition for consumer attention intensifies across email, social media, messaging apps and digital advertising. Physical mail may be more costly than email, but its higher visibility and perceived credibility could make it useful for specific types of communication.

The findings may also reflect a broader shift in attitudes towards screen-based engagement. The research points to signs of digital fatigue, with many Australians taking steps to limit technology's effect on their wellbeing.

That context helps explain why tactile, tangible communications may still stand out. A posted letter or printed notice arrives in a less crowded environment than an inbox and may face less immediate competition for attention.

The report also found 94% of Australians believe the postie and the letterbox remain part of Australian society. That suggests physical mail retains a cultural presence beyond its functional use, even as digital-first habits shape everyday transactions and media consumption.

Vypr, which conducted the research for the Visual Media Association, said the results show communication channels are not interchangeable. The consultancy said the choice of medium influences whether information is noticed, trusted and acted on.

"This research highlights an important truth for organisations communicating with Australians: channel choice matters. While digital communications remain essential, physical mail continues to deliver trust, attention and action, particularly when information is important, sensitive or needs to be retained. Working with the Visual Media Association, Vypr was proud to help uncover how Australians want a balanced, multi-channel approach that gives people confidence their most important communications will be seen, understood and acted upon," said Sam Gilding, Chief Revenue Officer, Vypr.

The research forms part of the Visual Media Association's latest white paper on consumer attitudes towards physical and digital communications and the role of print in business and public sector messaging.