Recent industry research, commissioned by the Visual Media Association (VMA), has found that in an era of overflowing inboxes, digital privacy breaches, and growing digital fatigue, Australians are rediscovering the power of physical communications.
The new national research, completed by independent insights firm The Source, for industry campaign, Open Up to Mail, reported a marked shift in how Australians want to receive information.
The survey of more than 5000 Australians found they carry widespread fatigue with digital communication and a renewed confidence in the physical letterbox as a reliable and trusted source of essential information.
Three‑quarters of Australians agree that getting mail delivered by the local postie is an essential part of society, with two‑thirds reporting that the letterbox is needed in today’s world and enjoy the ritual of walking to check it.
Around 90 per cent are checking their letterboxes weekly, an increase from the 2024 report.
Kellie Northwood, chief executive officer of the VMA, said the research gives voice to a sentiment that has been building across the community.
“Mail continues to play an essential role in connecting people and organisations across key sectors including health services, charity, government, financial information, and food and grocery retail,” Northwood said.
“Australians are overwhelmed by digital communication, with nine in 10 Australians reporting experiencing digital fatigue, signalling a growing discomfort for digital communications channels. With Australia ranking 13th globally for breached online accounts, the need for credibility and reliability is at an all-time high.
“Amid this digital overload, physical mail stands out as an authentic and personal way to cut through the chaos of digital spaces, providing comfort and connection through the tangibility of the letterbox, that people increasingly value.”
One in five Australians report discovering new deals or opportunities through mail that they wouldn’t otherwise have found online, and almost half say they’re more likely to trust local businesses after seeing a printed flyer or catalogue in their letterbox.
Unlike digital ads, printed materials was found to be often kept, revisited, and shared, extending their value well beyond delivery.
For seniors, rural residents, and those who are digitally disconnected, the postal system remains a vital link, delivering essential information, services, and a sense of authenticity that online channels can’t always reach.
Older Australians show the strongest preference for printed catalogues, with preferences tipping in favour of print at ages 45-54 and rising sharply after 59. Even in younger demographics, printed flyers prompt action, with 83 per cent of 18 to 24-year-olds reporting they take action after receiving one.
Digital fatigue and online distrust
Feeling overwhelmed by the volume in their inbox, more than half of the respondents deliberately limit their use of technology to protect their mental wellbeing. There is also deep concern about online security, with three‑quarters worried about their personal information when it is stored or shared digitally.
Many report missing important information or losing track of communications because of clutter. In contrast, printed media is seen as trustworthy and less intrusive ranking as the most trusted advertising medium. Printed newspapers, magazines and physical mail outrank digital platforms for trust in information.
Northwood reports the findings reflect community experience.
“Australians continue to rely on the post for information that matters. People know where to find important letters and documents at home, and that certainty holds increasing value in a time when digital channels feel crowded and unpredictable,” explained Northwood.
“This survey results highlight that physical mail is viewed as a steadier and more transparent way to receive important documents, particularly in health, finance, government, and essential services. The letterbox remains a trusted place for communication, and that trust has been earned over generations.”
The research revealed high engagement with mail delivered to the home. Targeted flyers drive action, with 77 per cent of respondents having been prompted to undertake home maintenance after receiving an unaddressed flyer or ad.
Physical mail also builds trust as 44 per cent of respondents are more likely to trust a local business when they have seen the business’ advertisement or information in their letterbox compared with discovering it online.
Catalogues also prove to be effective, with 84 per cent of recipients saying they engage with catalogues when they arrive. Among those that review catalogues, 43 per cent store them for later.
Critical documents posted by banks, utilities or insurers are almost always opened, read and kept with 95 per cent of people are more or just as likely to read and retain important documents delivered via post compared with digital delivery.
Charity letters also resonate, with 69 per cent of recipients reviewing them and nearly four in 10 filing them for future reference.
Australians were also found to choose physical mail for practical reasons. Having a physical copy for record‑keeping is the strongest reason for preferring physical mail, cited by 53 per cent of respondents, and particularly by women over 60. People say they pay more attention to printed documents (44%), they help them keep track of records (43%), and feel more real and official (43%).
Four in 10 feel printed mail reduces the risk of scams and keeps correspondence from being lost among emails.
Northwood furthered the findings present an opportunity to maintain communication standards that Australians trust.
“Every household has a letterbox. It is one of the few communication channels that reaches the entire population without cost barriers and dependence on devices or data,” explained Northwood.
“For many Australians, especially those that are older, live in regional communities, or are digitally disconnected, the letterbox remains a vital public service ensuring fair and reliable access to information. For households across all demographics, it remains a channel that carries authenticity and credibility.
“The research shows that Australians value this access. Our responsibility is to ensure that the letterbox continues to support informed and connected communities.”