70% of respondents to a recent study by content experience platform BlueToad have reported concerns about their safety or the safety of their family due to reading a physical print magazine, journal, or newspaper during the ongoing coronavirus pandemic.

Are magazine readers right to be wary of catching the novel coronavirus through their physical media? The odds appear low. Nevertheless, the concern surrounding physical magazines may push more consumers to shift to digital versions.

Here are the key takeaways from the survey.

• 77% of people are concerned about themselves or their family’s safety when handling mail or other deliveries
• 70% of people reported similar concerns when reading a delivered print magazine, journal, catalog or newspaper
• 53% of people now want to hear more from the brands they trust during these uncertain times 
• 54% of people are more likely to consume digital content over print while practicing social distancing  

“The results of this survey show that the spread of the coronavirus is making consumers nervous when handling mail and other items that are delivered to them,” said Paul DeHart, CEO of BlueToad, in a press release.

“While print remains very relevant both now and long term, publishers must acknowledge the fact that consumers are perhaps more than ever leaning on other perceived safer, digital ways to consume content and connect with brands.”

Here’s what the World Health Organization (WHO) has to say about how long COVID-19 survives on surfaces.

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by Adam Rowe, Forbes