Despite evidence suggesting that 78 per cent of UK adults now own a smartphone, the message from a recent survey conducted by Danilo is that “paper calendars are here to stay.”
The licensed calendar specialist has issued a release citing that the overall calendar market in the UK remains at around £75 to £80 million per annum, despite the rise in the use of technology within the home.
In fact, among the figures, Danilo revealed that sales figures of its diaries have increased 25 per cent in the last three years. This all arrives at a time in which 78 per cent of UK adults now own smartphone with day-planning features – 95 per cent among millennials – and 71 per cent stating that they never turn off their phones.
The firm has highlighted the resilience of paper products among today’s consumers, supported by David pike, director of the Calendar Club, one of the UK’s leading shopping centre retailers and Danilo licensed calendar stockists, who said: “The overall calendar market in the UK remains around £75 to £80 million per annum and customers continue to see calendars as a relevant, personal and good value gift, especially for Christmas.”
When it comes to the type of paper calendars the UK is buying, the majority are opting for wildlife and nature calendars such as BBC Blue Planet, closely followed by personalised calendars and then movie or entertainment calendars.
Disney came out on top of the movie or entertainment category, with 46 per cent of the more than 1,000 households surveyed by Danilo Promotions favouring a Marvel Avengers themed calendar, followed by Classic Disney Characters, Pixar Movies and Star Wars.
London appears to have more of a preference for football calendars, Scotland leans towards music artists and the North East of England tends to opt for a model or celebrity calendar.
Of those purchasing calendars this year, Danilo’s survey estimates the responsibility falls to mum, who is the member of the family most likely to give a calendar as a birthday gift or Christmas stocking filler.