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Exclusive newspaper presentation and charts: A closer look at newspaper brands in the digital world
 

Exclusive newspaper presentation and charts: A closer look at newspaper brands in the digital world

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  • This is an online survey, so excludes people who don’t have internet access (that means quite a lot of older print readers, for instance). And it doesn’t cover the 9% of people who are not interested in news. Yet the reach of newspaper brands among this online audience is still huge – over three quarters accessed a newspaper in the previous week, which equates to 36 and a half million people.Let’s have a look at how that breaks down...Notes on calculation: Total population = 63,047,162Internet population= 52,731,2099% of internet populationnot interested in newsInternet users interested in news =47,985,40076% of total internet users interested in news = 36.5 million
  • We often hear that young people don’t read newspapers any more.But in fact, over two thirds of 18-24 year olds had read a newspaper in the previous week. And readership increases through older lifestages. Where we do see a difference by age, it is in the platforms they choose. Older people are most likely to read print. But 18-24’s are the most likely to read digital newspaper brands. And it may surprise you to know that slightly more of them read a newspaper in any format than watched or listened to news from TV and radio broadcasters, whether it was via traditional or online platforms.This fits with NRS data, which shows that newspaper readership has increased overall due to digital newspapers attracting a younger audience than print alone did.
  • Not only are young people the most likely to read digital newspapers, but they are also the most likely to read across platforms – well over a quarter of the 18-34 age group read both print and online newspaper brands. So there’s a significant young audience that have newspapers at the very heart of their news agenda.
  • Looking at all the different platforms together, though, it’s important to remember that print is still by far the biggest platform for newspapers. Even for this sample of online adults, print still dominates – 85% of newspaper readers read print, compared with 41% using computers. Over half of the 36.5 million who read a newspaper in any format the previous week ONLY read a print version. And while 34% of digital newspaper readers own a tablet, tablet readers form just 9% of the total newspaper reach.Detailed breakdown:Print only51% - Computer only8% - Tablet only1% - Smartphone only2% - Print and computer only 20% -Print and tablet only - 3% Print and smartphone only -3% Print and computer and smartphone - 5% Print and computer and tablet - 3% Print and computer and smartphone and tablet - 1% Computer and smartphone - 3% Computer and tablet - 1%
  • So when we put all this information together, what devices are actually being used to access online newspapers? Well, computers are still the most popular way to access newspapers online. Mobile is second, with 4 in 10 online newspaper readers accessing via smartphone in the past week. And a quarter are using tablets. The evidence in this report is that use of smartphones and tablets is likely to increase, which means that the overall readership of newspaper brands on digital platforms is also likely to get bigger.
  • Online and multiplatform newspaper readers are more likely to have a smartphone – and to use it for news. The UK average figure refers to the total sample - people who have online access and are interested in news. Half of these own a smartphone, and 31% use a smartphone for news – so about 60% of smartphone owners actually use it for getting news. Whereas online newspaper readers are more likely to own a smartphone – 57% - and a much higher proportion,72% are using it for news.
  • But we don’t think that mobile on its own is likely to replace computers, despite the huge improvements in mobile sites. Smartphones are mostly used for quick updates and the experience is not felt to match up.
  • Tablets have a far broader role than mobile,when in comes to news. They are used much more for reading in depth news, especially by online newspaper readers, as well as quick updates. Tablets also have the power to engage more strongly, they are more personal. Reading on a tablet feels more like reading a print newspaper. Nearly half the people who access online newspaper readers on their tablet feel that it provides a better experience than on a computer – with a further quarter feeling there’s no difference. This is great news for newspaper brands, as tablet ownership really takes off. We also find that people who read newspapers on their tablet are more likely to pay for accessing content, and that they are happier to consider paying in the future - 21% compared with an overall UK online average of 5%.
  • The Reuters Institute Digital News Report divides people up into 3 kinds of news reader. The majority of UK consumersare ‘daily briefers’ (as in other countries). They have a moderate interest in the news and access several times a day. News Lovers have a very high interest in news and access frequently. They make up 22% of the total UK online sample.When we look at people who read both print and online newspapers, we can see a considerably higher proportion are News Lovers – nearly a third of all the multiplatform audience.
  • The Reuters Institute report estimates that there are now 10 million ‘News Lovers’ in the UK, and reveals that they consume more news, share more, are wealthier and are more likely to pay for news. 83% of this group - that’s 8.3 million people -are newspaper readers.This is mainly driven by quality and mid-market readers and those who read online newspaper brands of all types. Almost a third of people who read both print and online newsbrands are news lovers, compared with less than a quarter of UK respondents in the study.
  • We’ve seen that newspaper readers are younger than many people think, and that the advent of new devices and platforms has increased overall reach. The Reuters Institute study also shows us that newspaper readers access news more frequently. And frequency increases as people read different newspaper formats:On average the UK study showed that 58% of people accessed news several times a day, with 28% just getting a daily fix.Print newspaper readers are a little more likely to access news several times a dayThis jumps to 67% of online newspaper readersAnd among multi-platform newspaper readers – that’s people reading both print and online, we see that 7 out of 10 are in the “several times a day” group.
  • When we look in more detail at when people read newspapers, we can see how the addition of digital editions changes people’s habits. For print newspaper readers (the red line) we see the typical early morning and early evening peaks accessing news that we see for TV – plus a smaller peak at lunchtime. Online readers follow a similar pattern – except that online doesn’t fall off so steeply in the evenings. But that’s only half the story. People could also answer “throughout the day” – and nearly half of people who read both print and online newspapers say they are accessing throughout the day (compared with just 37% of the overall sample)
  • Multi-platform newspaper readers are particularly active news consumers. They use more types of media to access news. The study average is 3.7 media – which is surprisingly low given all the options available. People who read both print and digital newspapers use nearly 5 types of media.
  • The UK consumer is not very experimental, and only used 4 brands of news in the week prior to the survey – that includes all TV brands, radio brands, newspaper brands and digital only brands such as Yahoo, Google and Huffington Post. It’s still pretty common, for example, to just watch the BBC and read a print newspaper. And over a third of people who use BBC News don’t use any other brand, in any other media. Newspaper readers access a wider news repertoire, especially if they read both print and digital newspapers – these readers use an average of 7 brands for news. This has a couple of key implications:The multiplatform newspaper audience is clearly more active and interested so it’s important for newspaper brands to maintain loyaltyGreater interaction and shared readership with other sites helps build frequency/influence online.
  • We hear a lot about how the national press is not trusted. The diverse nature of newspapers in this country means that it is easy to take a swipe at titles with a different political point of view, or a different take on news content. However, newspapers are in fact one of the most trusted and influential environments – and this translates into the digital arena. Whilst on average 60% said they trusted the news content of UK newspaper websites, only 7% actively distrust newspaper sites. And when it comes to the newspaper you most regularly use, 78% of online newspaper readers find their chosen title trustworthy. This is vital, since trust is more important for online newspaper readers – 86% tend to access news from sites they know and trust – compared with 77% of the overall sample. And they are much more likely to go to a branded news site, mobile site or app too find news in the first instance than use a search engine or social media.Readers of online quality brands are likely to trust their regular newspaper most (83%), followed by readers of an online popular title (78%).
  • The influence and interactionof online newspaper readers with social media is striking. Compared with the average online adult who is interested in news, they are 150% more likely to share on Twitter, Facebook and YouTube; or take part in a range of interactions from talking with friends online, posting a comment, emailing stories, rating and voting in online polls.
  • In fact, sharing of news is pretty low among the general online population, with only 18% passing on a link to a news story in the previous week, even though they say they are interested in news.Online newspaper brand readers are more likely to share news – 28% passed on a news story link. And the most active are readers of quality online newspapers - 40% of them shared. Most sharers used Facebook, but numbers were pretty low – 10% overall. And only 5% of the total sample shared a link via Twitter. This very much fits in with Twitter’s own analysis that 1% of users are responsible for generating half the content.

Exclusive newspaper presentation and charts: A closer look at newspaper brands in the digital world Exclusive newspaper presentation and charts: A closer look at newspaper brands in the digital world Presentation Transcript

  • Digital News Report 2013A closer look at newspaperbrands in the digital worldSurvey conducted byIn partnership with
  • To download the full report, charts (excl special newspaperanalysis) and data tables got to www.digitalnewsreport.org
  • The newspaper brand audience Slide 3Newspaper brands and the move to multiplatform Slide 7Interest in news Slide 21Frequency of accessing news Slide 34Sources of news Slide 41How are people using online news? Slide 50Importance of trust and brands in the digital environment Slide 53Sharing news Slide 59Paying for news Slide 67Sample & Method Slide 71Special analysis of newspaper brand data fromDigital News Report 2013
  • The newspaper brand audience
  • Newspaper brands reach over three-quartersof the UK online audience interested in newsQ5 Which, if any, of the following have you used to access news in the last week? All UK dailyand Sunday titles, print & online, plus London Evening Standard , Metro. Excl. national newspaperin Scotland, Wales or Northern Ireland. Base: 2078 UK internet users interested in news36.5million readers=76%accessed a newspaperin any format duringthe last week
  • 68%72%76% 75%80%84%46%57% 58%64%73%76%49%41%39%34%26%31%18-24 25 to 34 35 to 44 45 to 54 55-64 65+Read any newspaper last week Print newspapers Online newspapersYoungest readers favour digital newspapersQ5 Which, if any, of the following have you used to access news in the last week? All UK dailyand Sunday titles, print & online, plus London Evening Standard , Metro. Excl. national newspaperin Scotland, Wales or Northern Ireland. Base: 2078 UK internet users interested in news
  • 27% 26%21%23%20%23%18-24 25 to 34 35 to 44 45 to 54 55-64 65+18-24 25 to 34 35 to 44 45 to 54 55-64 65+Young people more likely to readboth print and online newspapersQ5 Which, if any, of the following have you used to access news in the last week? All UK dailyand Sunday titles, print & online, plus London Evening Standard , Metro. Excl. national newspaperin Scotland, Wales or Northern Ireland. Base: 2078 UK internet users interested in news
  • Newspaper brands and the move tomultiplatform
  • Print85%Which platforms do newspaper readers use?Base: 1524 newspaper readers using at least one platform/deviceComputer41%Print + computer29%Print + tablet7%Print + smartphone7%Tablet9%Smartphone14%% of all newspaper readers using each format last week
  • Which devices do digital newspaper readersuse?Base: 722 digital newspaper readers using at least one platform/device% of all online newspaper readers using each device last week24%Smartphone83%Computer41%Tablets
  • 85% 86% 87% 88%72% 71%83% 85%UK average Print newspapers Online newspapers Print + onlinenewspapersUse computer (desktop/laptop/notebook) Use for newsOnline and multiplatform newspaper readers more likelyto use a computer for news, despite similar access levelsQ8a. Which, if any, of the following devices do you ever use for any purpose? Base: 2078 UKinternet users interested in newsQ8b. Which, if any, of the following devices have you used toaccess news in the last week? Base: 1949 who use any of these devices for any purpose
  • 85%91%86%82%72%76% 75%66%UK average Print - Quality Print - Midmarket Print - PopularUse computer (desktop/laptop/notebook) Use for newsPrint readers less likely to use a computer for newsQ8a. Which, if any, of the following devices do you ever use for any purpose? Base: 2078 UK internet usersinterested in news. Q8b. Which, if any, of the following devices have you used to access news in the last week?Base: 1949 who use any of these devices for any purpose
  • 85%91% 87%82%72%86% 85%75%UK average Online - Quality Online - Midmarket Online - PopularUse computer (desktop/laptop/notebook) Use for newsOnline readers more likely to usetheir computer for newsQ8a. Which, if any, of the following devices do you ever use for any purpose? Base: 2078 UK internet usersinterested in news. Q8b. Which, if any, of the following devices have you used to access news in the last week?Base: 1949 who use any of these devices for any purpose
  • 50%47%57%54%31%28%41%37%UK average Print newspapers Online newspapers Print + onlinenewspapersUse smartphone Use for newsOnline newspaper readers more likelyto have smartphone, and use it for newsQ8a. Which, if any, of the following devices do you ever use for any purpose? Base: 2078 UK internet usersinterested in news. Q8b. Which, if any, of the following devices have you used to access news in the last week?Base: 1949who use any of these devices for any purpose
  • 50% 50% 51%43%31% 31%34%26%UK average Print - Quality Print - Midmarket Print - PopularUse smartphone Use for newsFewer readers of popular print titles havesmartphones, and less likely to use for newsQ8a. Which, if any, of the following devices do you ever use for any purpose? Base: 2078 UK internet usersinterested in news. Q8b. Which, if any, of the following devices have you used to access news in the lastweek? Base: 1949 who use any of these devices for any purpose
  • 50%63%60%50%31%47%42%35%UK average Online - Quality Online - Midmarket Online - PopularUse smartphone Use for newsReaders of online quality and mid-marketpapers most likely to use smartphones for newsQ8a. Which, if any, of the following devices do you ever use for any purpose? Base: 2078 UK internet usersinterested in news. Q8b. Which, if any, of the following devices have you used to access news in the last week?Base: 1949 who use any of these devices for any purpose
  • 79%19% 18%83%21%15%Quick updates during day More in depth news Better experience thanPC/laptopUK average Online newspaper readersMobile is predominantly used for quick updates,but experience does not match computersBase: 585 who have accessed news via a smartphone in the last week/318 online newspaper readers
  • 28% 27%34% 35%17% 17%24% 25%UK average Print newspapers Online newspapers Print + onlinenewspapersUse tablet Use for newsTablet use is higher among digitaland multiplatform newspaper readersQ8a. Which, if any, of the following devices do you ever use for any purpose? Base: 2078 UK internet usersinterested in news. Q8b. Which, if any, of the following devices have you used to access news in the last week?Base: 1949 who use any of these devices for any purpose
  • 28%32%29%22%17%21%19%13%UK average Print - Quality Print - Midmarket Print - PopularUse tablet Use for newsNearly a third of quality print readers use tabletsQ8a. Which, if any, of the following devices do you ever use for any purpose? Base: 2078 UK internet usersinterested in news. Q8b. Which, if any, of the following devices have you used to access news in the last week?Base: 1949 who use any of these devices for any purpose
  • 28%36% 36%34%17%28% 28%21%UK average Online - Quality Online - Midmarket Online - PopularUse tablet Use for newsTablet usage is high among digitalreaders of all types of newspaper brandsQ8a. Which, if any, of the following devices do you ever use for any purpose? Base: 2078 UK internet usersinterested in news. Q8b. Which, if any, of the following devices have you used to access news in the last week?Base: 1949 who use any of these devices for any purpose
  • 62%42% 43%63%48% 49%Quick updates during day More in depth news Better experience thanPC/laptopUK average Online newspaper readersTablets rival computers for news experience, providingboth quick updates and more in depth focus than mobileBase: 331 who have accessed news via a tablet in the last week/116 online newspaper readers
  • Interest in news
  • Interest in newsBase: 2078 UK internet users interested in news/1547 newspaper readers/476 reading both print and online22%51%News Lovers Daily Briefers Casual UsersUK average Print + digital newspapers22% 32%51% 52%28%17%
  • News Lovers read newspapers8.3million readers=83%of News Lovers arenewspaper readers
  • 34%26%20%36%29%26%Print -QualityPrint -MidmarketPrint -PopularOnline -QualityOnline -MidmarketOnline-PopularNews Lovers % of total readershipQuality and online newspaper readersare more hooked on newsBase: 2078 UK internet users interested in news/1547 newspaper readers/385 quality print,353 online/540 midmarket print, 338 online/ 505 popular print, 151 online
  • 41%42%42%42%27%29%33%37%UK averagePrint newspapersOnline newspapersPrint + online newspapersVery interested Extremely interestedMultiplatform readers are more interested in newsQ1c. How interested, if at all, would you say you are in news?Base: 2078 UK internet users interested in news/1547 newspaper readers/1271 print, 752online, 476 reading both print and online
  • 39%42%40%41%40%42%41%32%25%42%33%31%Print - QualityPrint - MidmarketPrint - PopularOnline - QualityOnline - MidmarketOnline- PopularVery interested Extremely interestedNewspaper readers are more interested in newsQ1c. How interested, if at all, would you say you are in news? Base: 2078 UK internet usersinterested in news/1547 newspaper readers/385 quality print , 353 online/540 midmarket print,338 online/ 505 popular print, 151 online
  • 71%53%49%44%44%37%31%28%22%20%20%11%News about the UKInternational newsLocal news about my town or cityNews about my regionNews about the economyNews about the UK politicsSports newsHealth and education newsScience and technology newsBusiness and financial newsEntertainment and celebrity newsArts and culture newsTop interest areas reflect newspaper coverageQ2. Which of the following types of news is most important to you? Please choose 5.Base: 2078 UK internet users interested in news/1547 newspaper readers/385 quality print , 353online/540 midmarket print, 338 online/ 505 popular print, 151 onlinePopular print +5Quality print +12Popular print +10Popular print +11Quality online +23Quality online +9Quality print +12Popular print/online +11Quality online +13Quality online +11Popular online +16UK average
  • 71%65%57%56%40%38%30%27%26%22%22%13%News about the UKInternational newsNews about the UK politicsNews about the economyNews about my regionLocal news about my town…Health and education newsSports newsBusiness and financial newsArts and culture newsScience and technology newsEntertainment and celebrity…Top interest areas for quality newspaper readersQ2. Which of the following types of news is most important to you? Please choose 5.Base: 2078 UK internet users interested in news/1547 newspaper readers/385 quality print , 353 online68%63%60%50%28%33%30%26%29%24%33%15%Quality - Print Quality - Online
  • 74%55%45%49%39%40%25%29%22%22%28%10%72%61%48%45%44%42%31%30%24%22%20%14%News about the UKInternational newsLocal news about my town…News about the economyNews about my regionNews about the UK politicsSports newsHealth and education newsBusiness and financial newsScience and technology newsEntertainment and celebrity…Arts and culture newsTop interest areas for mid-marketnewspaper readersQ2. Which of the following types of news is most important to you? Please choose 5.Base: 2078 UK internet users interested in news/1547 newspaper readers/540 midmarket print , 338 onlineMidmarket - Print Midmarket - Online
  • 76%59%55%49%45%42%31%28%24%15%14%6%News about the UKLocal news about my town…News about my regionInternational newsNews about the economySports newsNews about the UK politicsEntertainment and celebrity…Health and education newsScience and technology newsBusiness and financial newsArts and culture newsTop interest areas for popular newspaper readersQ2. Which of the following types of news is most important to you? Please choose 5.Base: 2078 UK internet users interested in news/1547 newspaper readers/505 popular print ,151 online73%44%48%41%46%42%40%36%24%20%13%8%Popular - Print Popular - Online
  • 33%16%38%36%16%41%41%20%44%45%20%49%Politics Entertainment andcelebrity newsInternational news% extremely/very interestedUK average Print newspapersOnline newspapers Print + online newspapersInterest in news topics is strongest amongmultiplatform newspaper readersUK4A. How interested would you say you are in politics? Base: 2078 UK internet users interested in news/1547newspaper readers/1271 print, 752 online, 476 reading both print and online
  • 33%16%38%52%10%58%58%12%56%40%18%44%37%24%39%26%21%32%38%29%36%Politics Entertainment andcelebrity newsInternational news% extremely/very interestedUK average Print - Quality Online - QualityPrint - Midmarket Online - Midmarket Print - PopularQuality readers highly interested in politics/international;online mid/popular title readers enjoy celebrityUK4A. How interested would you say you are in politics/entertainment and celebrity/ international news?Base: 2078 UK internet users interested in news/ 385 quality print , 353 online/540 midmarket print, 338online/ 505 popular print, 151 online
  • 72%52%27%25%16%10%9%7%84%76%36%31%17%16%15%14%75%66%29%38%29%29%21%25%Radio, TV broadcast/online/appsNational newspapers print/online/appLocal newspapers print/online/appFriends, relatives or colleaguesSocial media eg Facebook and TwitterOnline specialist sites or political blogsEmail newsletters/alertsPolitical magazines /online /appUK average Quality - print Quality - onlineNewspaper readers use more sources, more heavily, forpolitical news, peaking among online quality audienceUK4B. Which, if any, of the following sources of information do you use to keep up with political andgovernment issues? Base: 1924 UK internet users interested in politics/ 376 quality print , 346 online
  • 14%38%10%14%10%5%5%3%8%28%59%21%28%24%12%12%7%21%Sent email about political candidate/issueSigned online petitionPosted views on news sitePosted views on social media siteJoined campaign via social mediaUsed internet to organise/find meeting/event toattendContributed money to a political party/causeUsed internet to volunteer for a political activityFollowed a politician/party on Twitter/subscribed toFacebook pageUK average Quality - onlineDigital quality newspaper readersare the most politically active onlineUK4C. In which, if any, of the following ways have you used the internet in the last year to get more involved inpolitics or express a political opinion? Base: 1924 UK internet users interested in politics/ 346 quality online
  • Frequency of accessing news
  • 46%42%25%23%18%12%10%48%59%28%29%26%15%14%42%49%34%34%32%19%11%Radio, TV broadcast/online/appsNational newspapers print/online/appFriends, relatives or colleaguesSocial media eg Facebook and TwitterCelebrity/Entertainment magazines /online /appLocal newspapers print/online/appOnline specialist sites or entertainment blogsUK average Midmarket - online Popular - onlineNewspapers are the main source of celebrity news formids & pops readers, who also use social media moreUK5B. Which, if any, of the following sources of information do you use to keep up with entertainmentand celebrity news? Base: 1528 UK internet users interested in ent/celebrity news/ 274 midmarket online/127popular online
  • 58%61%67%70%28%26%23%21%UK averagePrint newspapersOnline newspapersPrint + online newspapersSeveral times a day Once a dayNewspaper readers access news more frequentlyQ1b. Typically, how often do you access news? Base: 2078 UK internet users interested innews/1547 newspaper readers/1271 print, 752 online, 476 reading both print and online
  • 70%63%57%73%68%60%21%26%29%20%22%28%Print - QualityPrint - MidmarketPrint - PopularOnline - QualityOnline - MidmarketOnline- PopularSeveral times a day Once a dayNewspaper readers access news more frequentlyQ1b. Typically, how often do you access news? Base: 2078 UK internet users interested in news/1547 newspaperreaders/385 quality print , 353 online/540 midmarket print, 338 online/ 505 popular print, 151 online
  • 0%5%10%15%20%25%30%35%40%45%50%First thingin themorningLater in themorningLunchtime Afternoon EarlyeveningLateeveningLast thingat nightNearly half of multi-platform newspaperreaders access news throughout the dayPrint newspapers Online newspapersUK2. When do you typically access the news? Base: 2078 UK internet users interested in news/1547 newspaperreaders/1271 print, 752 online, 476 reading both print and online48% print +online readersaccess throughoutthe day
  • 0%5%10%15%20%25%30%35%40%45%50%First thing in the morningLater in the morningLunchtime Afternoon Early evening Late eveningLast thing at nightNearly half of multi-platform newspaperreaders access news throughout the day% throughout the dayUK average Print newspapers Online newspapers Print + online newspapersUK2. When do you typically access the news? Base: 2078 UK internet users interested innews/1547 newspaper readers/1271 print, 752 online, 476 reading both print and online48%45%39%37%
  • 91%27%33%92%27%37%92%35%40%92%37%44%Home Work/place of study Out and aboutUK average Print newspaperOnline newspaper Print + online newspaperMultiplatform newspaper readers aremost likely to access news out of homeUK3A. Where were you when you looked at/listened to the news over the last few days? Base: 2078 UK internetusers interested in news/1547 newspaper readers/1271 print, 752 online, 476 reading both print and online
  • Sources of news
  • average4.87TVprogrammes/bulletins24 hour TVRadioMagazinesPrintnewspapersNewspaperwebsitesNewsmagazinewebsitesTV/RadiowebsitesISP/aggregatorSocialmediaBlogsMulti-platform newspaper readers usemore types of media to access newsTotal sampleaverage = 3.7types of media
  • Multi-platform newspaper readersuse more brands to access news4UK averagebrands/sources5Printnewspaperreaders6Onlinenewspaperreaders7Multiplatformnewspaperreaders
  • 69%46%37%74%46%40%67%48%42%73%53%46%Television programmes/bulletins24 hour news TV RadioUK average Print newspapersOnline newspapers Print + online newspapersPrint + traditional TV bulletin combination persistsQ3. Which, if any, of the following have you used in the last week as a source of news? Base: 2078 UK internetusers interested in news/1547 newspaper readers/1271 print, 752 online, 476 reading both print and online
  • 45%23% 24%45%22%24%61%34% 32%62%32% 32%TV/radio websites Social media & blogs ISP/aggregatorUK average Print newspapersOnline newspapers Print + online newspapersOnline newspaper readers moreactive on other digital sitesQ3. Which, if any, of the following have you used in the last week as a source of news? Base: 2078 UK internet usersinterested in news/1547 newspaper readers/1271 print, 752 online, 476 reading both print and online
  • 41%15%35%10%44%22%27%8%30%10%52%23%34%13%45%18%TVPrintOnlineDigital newspapersUK averagePrint newspapersOnline newspapersPrint + onlinenewspapersDigital newspapers are challenging TV as the mainsource of news for online newspaper readersQ4. You say you’ve used these sources of news in the last week, which would you say is MOST IMPORTANT orwhich would you say is your MAIN source of news.Base: 2055 accessing news last week/1268 print newspapers/750 online newspapers/476 print + online newspapers
  • 36.025.723.827.618.620.719.219.338.726.925.826.619.420.620.621.335.326.523.233.820.124.422.519.937.828.724.832.719.422.824.020.9TV Radio Print Computer Mobile Tablet E-reader Smart TVMinutes per typical dayUK average Print newspapersOnline newspapers Print + online newspapersTime spent daily by users of each news sourceUK1_1. On a typical day, how much time do you spend accessing news on EACH of the following?Base: all using each medium
  • 36.025.723.827.618.620.719.219.341.635.528.329.819.025.023.220.137.026.526.327.118.521.020.222.038.421.627.623.020.519.420.123.3TV Radio Print Computer Mobile Tablet E-reader Smart TVMinutes per typical dayUK average Print - Quality Print - Midmarket Print - PopularTime spent daily by users of each news sourceUK1_1. On a typical day, how much time do you spend accessing news on EACH of the following?Base: all using each medium
  • 36.025.723.827.618.620.719.219.334.528.623.538.720.525.216.715.633.424.222.935.419.324.018.519.533.425.123.630.322.823.724.026.1TV Radio Print Computer Mobile Tablet E-reader Smart TVMinutes per typical dayUK average Online - Quality Online - Midmarket Online - PopularTime spent daily by users of each news sourceUK1_1. On a typical day, how much time do you spend accessing news on EACH of the following?Base: all using each medium
  • How are people using online news?
  • 39%32%24%14%14%13%53%49%29%21%21%19%Looked at a list of news headlines (for example onthe front page of a news website or email)Read longer news stories or articlesWatched a live TV news channel onlineUsed an “app” on my smartphone to access thenewsLooked at short video news clips onlineListened to a live radio news channel onlineUK Average Online newspaper readersDigital newspapers drive strongerengagement with multimedia newsQ11. Thinking of the way you looked at news online in the last week, which of the following ways ofconsuming news did you use? Base: 2078 accessing news last week/1271 Print newspapers/752 onlinenewspapers/476 print + online newspapers
  • 13%13%11%10%9%6%4%14%20%16%13%14%11%6%Watched a TV news bulletin or news programmevia a „catch up‟ online serviceLooked at a sequence or gallery of pictures aboutnewsFollowed a LIVE news page within a websiteListened to a radio news or current affairsprogramme via via a „catch up‟ online serviceUsed an “app” on my tablet to access the newsRead a news blogViewed a news graphic (infographic)UK Average Online newspaper readersDigital newspapers drive strongerengagement with multimedia newsQ11. Thinking of the way you looked at news online in the last week, which of the following ways of consumingnews did you use? Base: 2078 accessing news last week/1271 Print newspapers/7 52 online newspapers/476 print+ online newspapers
  • The importance of trust andbrands in the digital environment
  • 79%78%60%21%11%9%8%UK broadcaster sitesNewspaper website you use most regularly*UK newspaper sitesNews providers outside UKNews related blogsTwitterFacebookNewspaper brands are highly trusted in the digitalenvironment, especially among readers of the brandQ UK9A. Thinking about the types of sites, mobile sites or apps where you get news online, howtrustworthy do you find the news content of the following? % answering very/quite trustworthy.Base: 2078 UK internet users interested in news/752 online newspaper readers*Base = online newspaper readers
  • 77%16%86%13%89%12%I tend to access news from sitesthat I know and trustI don‟t really notice which sites Iam using, I just look at the newsthat interests meUK average Online newspapers Print + online newspapersKnown and trusted newsbrands provide strongmotivation for multiplatform usersQ9 Thinking about the different kind of news available to you online… To what extent do you agree ordisagree with each of the following statements - % agreeing. Base: 2078 UK internet users interested innews/752 online newspaper readers, 476 reading both print and online
  • 77%16%86%10%86%12%84%19%I tend to access news from sitesthat I know and trustI don‟t really notice which sites Iam using, I just look at the newsthat interests meUK average Online - Quality Online - Midmarket Online - PopularDigital newspaper readers place more importanceon known and trusted sitesQ9 Thinking about the different kind of news available to you online… To what extent do you agreeor disagree with each of the following statements - % agreeing. Base: 2078 UK internet usersinterested in news/752 online newspaper readers, 353 quality, 338 midmarket, 151 popular
  • 34%24%18%17%50%26%27%26%50%29%24%23%44%26%26%26%Directly via a branded news website, mobilesite or appGeneral search engine like Google or BingAlerted by friends, colleagues or familySocial network like Facebook or TwitterUK average Online - Quality Online - Midmarket Online - PopularDigital newspaper readers are most likely to godirectly to a newsbrand siteQ10.Thinking about how you FIND news online, which are the main ways that you come acrossnews stories? (Please choose up to five) Base: 2078 UK internet users interested in news/752online newspaper readers, 353 quality, 338 midmarket, 151 popular
  • 17%10%8%7%19%12%11%12%18%10%11%8%23%22%16%8%Website or mobile site that aggregates newslinks – such as MSN, Huffington Post orYahooSpecialist news search engine like GoogleNewsNews alert (web or mobile)Email newsletterUK average Online - Quality Online - Midmarket Online - PopularOther sourcesQ10.Thinking about how you FIND news online, which are the main ways that you come acrossnews stories? (Please choose up to five). Base: 2078 UK internet users interested in news/752online newspaper readers, 353 quality, 338 midmarket, 151 popular
  • Sharing news
  • Digital newspaper readers are over150%more likely to share a news storyon social networks or participatein news coverageUK8B Have you passed on a link to an online news story, video etc. via email, social networking or other means?UK8C. Where shared? Q13. During an average week in which, if any, of the following ways do you share orparticipate in news coverage? Base: 2078 UK internet users interested in news/752 online newspaper readers
  • • Print readers are fairly typical of total sample in use of social media• But online and multi-platform newspaper readers are more engagedin social media – especially Facebook, Twitter and YouTube• Online newspaper readers are more likely to share news – 28%passed on a link to news story last week versus 18% average– Higher among quality newspaper readers online, 40%• Digital newspaper readers are more likely than average toparticipate, vote, comment and talk online/face to face about newsto friends and family• Readers of quality digital titles interact most – under a fifth don‟tshare or participate in news coverage in a typical week comparedwith 37% of total sampleDigital newspaper readers aremore likely to share via social media
  • 18%28%UK average Online newspaper readersDigital newspaper readers morelikely to share links to newsUK8B. Thinking about how you share news, in the last week, have you passed on a link toan online news story, video etc. via email, social networking or other means?Base: 2078 UK internet users interested in news/752 online newspaper readers56%of people whoshare news linksare digitalnewspaper readers
  • 18%40%28%UK average Online - Quality Online - MidmarketQuality readers are the biggestsharers of news linksUK8B. Thinking about how you share news, in the last week, have you passed on a link to an online newsstory, video etc. via email, social networking or other means? Base: 2078 UK internet users interested innews/752 online newspaper readers, 353 quality, 338 midmarket, (online popular base too small)
  • 10%7%5%1%16%13%8%5%FacebookEmailTwitterLinkedInUK average Online newspaper readersDigital newspaper readers more likely toshare news links across all social mediaUK8C. Through which of the following have you shared a link with others in the last week?Base: 2078 UK internet users interested in news/752 online newspaper readers
  • 56%40%26%3%3%1%55%44%27%5%5%2%FacebookEmailTwitterLinkedInGoogle+RedditUK average Online newspaper readersMost people who share use Facebook – newspaperreaders slightly more likely to use other methodsUK8C. Through which of the following have you shared a link with others in the last week?Base: 379 who passed on link/ 211 online newspaper readers
  • 44%16%11%11%10%10%7%6%50%23%18%18%15%15%13%11%Talk with friends/colleagues about a newsstory (face to face, phone)Talk with friends/colleagues onlineShare a news story via social networkVote in online poll via news site or/socialnetworkComment on a news story in a socialnetworkShare a news story via emailComment on a news story on a newswebsiteRate (or Like) a news storyUK average Online newspaper readersDigital newspaper readers much more likely tointeract with news storiesQ13. During an average week in which, if any, of the following ways do you share or participate innews coverage? Base: 2078 UK internet users interested in news , 752 online newspaper readers
  • Paying for news
  • 54%9%5%74%10%5%51%16%9%69%16%8%Bought a printednewspaperPaid for digital news Likely to considerUK average Print newspapersOnline newspapers Print + online newspapersHalf of online newspaper readers buy a printedpaper – and they are more prepared to pay for digitalQ6. Have you bought (paid for) a printed newspaper in the last week? Q7.Have you paid for DIGITALnews content? Base: 2078 UK internet users interested in news/1547 newspaper readers/1271print, 752 online, 476 reading both print and online. Q7bHow likely or unlikely would you be to pay INTHE FUTURE. Base: 1906/1161 print/649 online/409 print + online
  • 23%8%8%6%6%39%15%17%15%5%29%9%9%11%8%26%10%7%10%10%If I am no longer able to access suitable digitalnews sources for freeA news brand I trustDistinctive journalism I can‟t find anywhere elseWriters and columnists that I likeSpecial offers/activities/events/clubs not availableto non-paying readersUK average Online - Quality Online - Midmarket Online - popularMain motivations to pay for digital news arestronger for newspaper readersUK18. You said that you don’t currently pay for digital news, but what might motivate you toPAY in the future for DIGITAL news sources that you like? Base: 1884 not paying for digital/1144 print newspapers,635 online, 398 print + online
  • Higher consideration of payment for tabletnews among digital newspaper readers12%16%13%21%Mobile TabletMore willing to pay for news than via PC/laptopUK average Online newspaper readersBase: 585 who have accessed news via a mobile in the last week/284 online newspaperreaders/331 who have accessed news via a tablet in the last week /171 online newspaper readers
  • All figures, unless otherwise stated, are from YouGov Plc. Total samplesize was 2078 adults. Fieldwork was undertaken 29th January - 6thFebruary 2013. The survey was carried out online. The figures havebeen weighted and are representative of all GB adults (aged 18+).Sample & Method
  • • Total UK population internet users interested in news = 47,985,400– Total population = 63,047,162– Internet population = 52,731,209– 9% not interestedSample definition & size