A test involving MRIs found that the “real” experience of physical media is more likely to become part of a consumer’s memory. The study itself says touching printed materials while looking at them triggers spatial memory in a way that other channels don’t, leaving a footprint deeper in the brain.
https://www.targetmarketingmag.com/article/how-and-why-marketing-to-millennials-with-print-boosts-engagement/
