SPOTLIGHT ON UK NEWSPAPER BRANDS
Reuters Institute for the Study of Journalism
Digital News Report 2014
In partnership with
Special analysis of UK newspaper brand data from
Digital News Report 2014
The newspaper brand audience Slide 4
Newspaper b...
A closer look
at newsbrands
in the
digital world
The newspaper brand audience
Newspaper brands reach nearly three-quarters
of the UK online audience
Q5 Which, if any, of the following have you used to...
Tablet newspaper readers
read newspapers on
their tablet last week
Base: Total sample 2082 internet users who have accesse...
Smartphone newspaper readers
4.9m
read newspapers on their
smartphone last week
Base: Total sample 2082 internet users who...
Youngest readers favour digital newsbrands
63% 63%
67%
72%
79%
85%
43%
47%
54%
63%
72%
79%
49%
37% 38%
34%
28% 30%
18-24 2...
Most popular commercial news source
41%
39%
30%
26%
16%
16%
13%
9%
6%
6%
56%
46%
35%
23%
10%
11%
10%
10%
1%
4%
Digital new...
More 18-24s read a newspaper brand than watch
traditional TV news
63% 62%
49%
13% 13%
6%
2%
National
newspaper brand
TV ne...
Readers of both print and digital in all age groups
29%
21%
24% 24%
21%
24%
18-24 25 to 34 35 to 44 45 to 54 55-64 65+
Q5 ...
Newspaper brands and the move to multiplatform
Print
84%
Which platforms do newspaper
readers use?
Base: 1494 newspaper readers
Computer
36%
Tablet
15%
Smartphone
16%
% ...
Which devices do digital newspaper
readers use?
% of all digital newspaper readers using each device last week
Computer
71...
Digital and multiplatform newspaper readers more likely to
use a computer for news
82% 86% 84% 85%
56% 58%
76% 77%
UK aver...
Tablet ownership and use for news is higher among digital
newspaper readers
42% 43%
49% 49%
23% 25%
36% 36%
UK average Pri...
Base:481 who access news via their tablet
Tablet readers are highly engaged with
newspapers overall
read a newspaper on ta...
Increase in app usage for digital newspaper readers
31%
38%
47%
50%
18%
10%
2013 2014
Mainly use news apps
Mainly use web ...
Digital newspaper readers more likely to use a smartphone
for news
62%
58%
68% 66%
33% 31%
45% 45%
UK average Print newspa...
Base: 635 who access news via their smartphone
Smartphone readers are highly engaged with
newspapers overall
read a newspa...
Use of smartphones for news
48% 45%
38%
40%
11% 11%
UK internet users Digital newspaper readers
Mainly use news apps
Mainl...
Interest in news
More interested
News Lovers Daily Briefers Casual users
UK internet users Print + digital newspapers
19%
29%
52%
29%
16%
5...
News lovers read newspapers
8.1
million readers
=
84%
of News Lovers are
newspaper readers
Multiplatform readers are more interested in news
64%
72%
75%
79%
UK internet users
Print newspapers
Digital newspapers
Pr...
Multiplatform readers are more interested in news
42%
45%
46%
47%
23%
27%
29%
32%
UK internet users
Print newspapers
Digit...
Top interest areas
75%
51%
48%
43%
41%
40%
30%
29%
24%
23%
19%
13%
12%
News about the UK
International news
Local news abo...
Frequency of accessing news
More frequent access
57%
62%
66%
70%
28%
24%
24%
21%
Several times a day Once a day
Q1b Typically, how often do you access...
10%
20%
30%
40%
50%
60%
70%
80%
First thing in
the morning
Later in the
morning
Lunchtime Afternoon Early evening Late eve...
How are people finding and using online news?
Digital newspaper readers are much more likely to find
news by going directly to a brand site
45%
29%
17%
9%
4% 3%
62%
41%...
Digital newspaper readers more
engaged with fast and slow news
Followed a live
news page
within a website
Used an app Look...
Digital newspaper readers more engaged with fast and
slow news
59%
43%
16%
14%
13%
8%
7%
7%
5%
4%
74%
61%
23%
20%
20%
12%
...
The importance of trust and
brands in the digital environment
Newspaper brands are highly trusted in the digital
environment, especially among readers of the brand
79%
78%
60%
21%
11%
...
Brand and journalists create trust
63%
44%
74%
59%
Brand Journalists
UK internet users Multi-platform newspaper readers
% ...
Digital newspaper readers are most likely to go
directly to a newsbrand site on any device
48%
26%
9% 11%
52%
31%
7% 3%
54...
Known and trusted newsbrands provide strong
motivation for digital readers
74%
21%
81%
18%
I would tend to click a link to...
Social media and sharing news
Digital newspaper readers are more likely to access
social media – and more likely to use for news
22%
29%
6%
9%
12%
20%
U...
Multiplatform newspaper
readers are 75% more likely
to share a news story
Q13. During an average week in which, if any, of...
56% of all people sharing
news via social media are
digital newspaper readers
More active on social networks
55% of all pe...
OPT13B How frequently do you do each of the following? Base: 2082 UK internet users, 505 print + digital newspaper
readers...
Multiplatform newspaper readers much more likely to
interact with news stories
39%
16%
13%
12%
11%
8%
47%
26%
19%
21%
18%
...
Paying for news
Nearly half of digital newspaper readers buy a printed
paper – and they are more likely to pay for digital
49%
7% 7%
70%
9...
Brand and journalists create loyalty
19%
12%
18%
38%
45%
32%
57%
10%
18%
18%
33%
37%
43%
45%
Quality of specific area
No o...
Nearly half of online newspaper readers buy a printed
paper – and they are more likely to pay for digital
49%
7% 7%
70%
9%...
Most payments are ongoing
36%
67%
Q7ai. You said you have accessed paid for ONLINE news content in the last year. Which, i...
To download the full Digital News Report and charts from
the Reuters Institute (excl this special newspaper analysis)
go t...
Sample & Method
All figures, unless otherwise stated, are from YouGov
Plc. Total sample size was 2082 adults. Fieldwork wa...
Note on the sample definition:
The full sample is referred to as “UK internet
users” as it is representative of the popula...
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Spotlight on UK newspapers

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Special analysis of RISJ Digital News Report 2014

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  • This presentation is based on analysis of the UK data on newspaper readers and these charts do not appear in the main Digital News report.
  • Despite all this digital disruption, UK newspaper brands remain a powerful force in news – and the digital revolution has helped to grow their audience and their influence.
    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).
    Yet the reach of newspaper brands among this online audience is still huge – nearly three quarters accessed a newspaper in the previous week, which equates to 29.5 million people.

    (For comparison, NRS PADD April 2013-March 2014 gives 36 million weekly reach for print and online alone, excluding tablet and smartphone.)

    Note on the sample definition:
    The full sample is referred to as “UK internet users” as it is representative of the population who have access to the internet – however a small proportion were screened out if they had not accessed news in the past month
  • Whilst only 23% of the population are currently using a tablet to access news, there is clear evidence that tablet ownership is strengthening rather than weakening the role of newspaper brands. The survey reports that 11% are reading newspaper brands via their tablet – that’s a weekly reach of 4.5 million.
  • Around a third of people who read news on their smartphone said they read a newspaper brand. That’s just under 5 million readers. Of course, it’s pretty difficult for people to remember every website they visit via their phone, as they tend to snack more. So this estimate is considerably lower than tracking data – comScore’s monthly data supplied directly by the phone manufacturers shows that newspapers reach 12.65 million mobile users – that’s more than 60% of the people who access the internet by phone. But it’s a clear demonstration that publishers have created content that appeals across a range of devices.
  • We often hear that young people don’t read newspapers any more.
    But in fact, nearly two thirds of 18-34 year olds had read a newspaper in some form during 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 more of them read a newspaper in any format than watched TV news – while only 5% listened to commercial radio news broadcasts.

    Across all age groups readership of newspaper brands is:
    61% read print
    35% read digital
    72% read either print or digital = total reach in a week
  • While the BBC is the most popular broadcast and online news provider, newspapers are the most popular commercial source for news among the youngest age groups – as well as older people.

    Newspaper reading kicks in later in life for many people - in the youngest group, we see an uplift in total newspaper readership from 57% of 18-20 year olds to 68% of 21-24 age group. This ties in with our own Truly Madly Deeply research, which identified a key need to “become a grown up” when young people enter the world of work.
  • Not only are young people the most likely to read digital newspapers, but they are also the most likely to read across platforms – 29% of the 18-24 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.
  • This presentation – and indeed the whole report, is about digital news. However, 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 – 84% of readers are still reading print.
    Nearly half (48%) of the 29.5 million who read a newspaper in any format the previous week ONLY read a print version.
    The main change has been in the way that people are accessing digital newspaper brands
    – there’s been a 5% point drop in the use of desktop computers and laptops, while smartphone and particularly tablet platforms are increasing importance
    – smartphone use is up 2%,
    – tablet increased from 9% to 15%.

    Print + smartphone = 11% of readers
    Print + computer = 25% of readers
    Print + tablet = 10% of readers
  • Computers are still the most popular way to access newspapers online. Mobile is second, with a third of digital newspaper readers accessing via smartphone in the past week. And 30% are using tablets, up from just a quarter in 2013. 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.
  • Tablet users who access news engage strongly with newspapers across all platforms. They are more likely than other device users to read newspapers both in print and online, as well as accessing via their tablet.

    (For the total internet sample, readership of newspaper brands is:
    35% read digital
    61% read print
    72% read either print or digital = total reach in a week)
  • Newspaper readers are very similar to all tablet users in their use of apps vs browser. However, there has been a big increase in app usage (possibly due to increased availability of android apps)
  • And while smartphone readers are slightly less likely to read a print newspaper during the week (57% versus average 61%), they are much more likely to be digital readers than the average internet user – so total newspaper brands reach is just above the average of 72%.
  • Digital newspaper readers are slightly more likely to use a browser to access news on their mobile than other mobile news readers.
  • The Reuters Institute Digital News Report divides people up into 3 kinds of news reader. The majority are ‘daily briefers’ with a moderate interest in the news who access several times a day. News Lovers have a very high interest in news and access more frequently.
    -They make up 19% of the total UK online sample.
    -When we look at people who read both print and digital newspapers, we can see a considerably higher proportion are News Lovers (29%)

  • Looking at it another way, we can see that 84% of news lovers - that’s 8.1 million people -are people who read newspapers.
  • 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 57% of people accessed news several times a day, with 28% just getting a daily fix.
    Print newspaper readers are more likely to access news several times a day
    This jumps to 66% of digital newspaper readers
    And among multi-platform newspaper readers – that’s people reading both print and digital, we see that 7 out of 10 are in the “several times a day” group.
  • Newspaper readers are more likely than the average internet user to access news across all time points in the day. 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. Digital readers follow a similar pattern – except that they access more from lunchtime onwards and reading digital newspapers doesn’t fall off so steeply in the evenings.
  • Internet users in the UK are much more likely to discover news by going directly to news brand websites than US consumers (33% go directly to brands and 40% use search) Digital newspaper readers in the UK are even more likely to go direct to a familiar newsbrand to find news – although they will also use search and social media to discover news – which will often lead them back to a known and trusted brand – see charts 38 and 39
  • This love of news means they are more engaged. Digital newspaper readers are reading quick updates more than the general digital population, but they’re also much more attracted to longer form journalism, and anything that enhances the news experience, including video, audio, blogs, apps on phones and tablets and live news pages.

    Read list of headlines – 75% of digital newspaper readers vs 59% for total online sample; longer news stories – 61% vs 43%.
  • Their love of news means digital newspaper readers are more engaged than the general online population. Digital newspaper readers are reading quick updates more, but they’re also much more attracted to longer form journalism, and anything that enhances the news experience, including video, audio, blogs, apps on phones and tablets and live news pages.
    Read list of headlines – 75% vs 59% for total online sample; longer news stories – 61% vs 43%.
  • 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%).
  • In the UK, the brand and journalists are fundamental to the creation of trust in a news source - even more so among newspaper readers than among the general digital population. This ability to engender trust, loyalty and engagement is what makes UK newspaper brands strong destination brands in the multi-platform world of news.
  • The influence and interaction of digital and multiplatform newspaper readers with social media is striking. Compared with the average online adult, they are 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.

    You could refer to these as the content generation.
  • They also do all this more frequently than the average internet user.
  • The influence and interaction of digital and multiplatform newspaper readers with social media is striking. Compared with the average online adult, they are 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.

    You could refer to these as the content generation.
  • Many digital newspaper readers are paying for news – they are buying print!
    And they are more likely to be paying for digital – mainly due to a rise in subscriptions. And I doubt that many people said they would pay for Sky when it was first launched. It’s a question of getting the content right – or of finding ways to provide it without charge, by building valuable audiences that advertisers want to reach.

    (Digital newspaper subscription is up from 37% of people paying in 2013 to 53% in 2014 – including digital as part of print + package, this rises to 67% versus 54% in2013. )
  • Brands and journalists, and the content they create, are key reasons why people do subscribe - and even stronger reasons why they stay.

  • Spotlight on UK newspapers

    1. 1. SPOTLIGHT ON UK NEWSPAPER BRANDS Reuters Institute for the Study of Journalism Digital News Report 2014 In partnership with
    2. 2. Special analysis of UK newspaper brand data from Digital News Report 2014 The newspaper brand audience Slide 4 Newspaper brands and the move to multiplatform Slide 12 Interest in news Slide 22 Frequency of accessing news Slide 28 How are people finding and using online news? Slide 31 Importance of trust and brands in the digital environment Slide 35 Social media and sharing news Slide 40 Paying for news Slide 46 Sample & Method Slide 52
    3. 3. A closer look at newsbrands in the digital world
    4. 4. The newspaper brand audience
    5. 5. Newspaper brands reach nearly three-quarters of the UK online audience Q5 Which, if any, of the following have you used to access news in the last week? All UK daily and Sunday titles, print & online, plus London Evening Standard , Metro. Excl. national newspaper in Scotland, Wales or Northern Ireland. Base: 2082 UK internet users 29.5million readers =72% accessed a newspaper in any format during the last week
    6. 6. Tablet newspaper readers read newspapers on their tablet last week Base: Total sample 2082 internet users who have accessed the news 4.5m
    7. 7. Smartphone newspaper readers 4.9m read newspapers on their smartphone last week Base: Total sample 2082 internet users who have accessed the news
    8. 8. Youngest readers favour digital newsbrands 63% 63% 67% 72% 79% 85% 43% 47% 54% 63% 72% 79% 49% 37% 38% 34% 28% 30% 18-24 25 to 34 35 to 44 45 to 54 55-64 65+ Read any newspaper last week Print newspaper Digital newspaper Q5 Which, if any, of the following have you used to access news in the last week? All UK daily and Sunday titles, print & online, plus London Evening Standard , Metro. Excl. national newspaper in Scotland, Wales or Northern Ireland. Base: 2082 UK internet users
    9. 9. Most popular commercial news source 41% 39% 30% 26% 16% 16% 13% 9% 6% 6% 56% 46% 35% 23% 10% 11% 10% 10% 1% 4% Digital newspaper Print newspaper Facebook Twitter ITV broadcast Sky TV news YouTube Sky online ITV online Commercial radio 18-20 21-24 Q5 /Q12B Which, if any, of the following have you used for news in the last week? Base: 124 aged 18-20, 143 aged 21-24
    10. 10. More 18-24s read a newspaper brand than watch traditional TV news 63% 62% 49% 13% 13% 6% 2% National newspaper brand TV news BBC News ITV News Sky News C4 News C5 News Q5 Which, if any, of the following have you used to access news in the last week? Base: 267 UK internet users aged 18-24
    11. 11. Readers of both print and digital in all age groups 29% 21% 24% 24% 21% 24% 18-24 25 to 34 35 to 44 45 to 54 55-64 65+ Q5 Which, if any, of the following have you used to access news in the last week? All UK daily and Sunday titles, print & online, plus London Evening Standard , Metro. Excl. national newspaper in Scotland, Wales or Northern Ireland. Base: 2082 UK internet users
    12. 12. Newspaper brands and the move to multiplatform
    13. 13. Print 84% Which platforms do newspaper readers use? Base: 1494 newspaper readers Computer 36% Tablet 15% Smartphone 16% % of all newspaper readers using each format last week
    14. 14. Which devices do digital newspaper readers use? % of all digital newspaper readers using each device last week Computer 71% Smartphone 33% Tablet 30% Base: 746 digital newspaper readers (Q5), users of each device who accessed digital newspaper last week (Q19): computer 554, smartphone 245, tablet 225
    15. 15. Digital and multiplatform newspaper readers more likely to use a computer for news 82% 86% 84% 85% 56% 58% 76% 77% UK average Print newspapers Digital newspapers Print + digital newspapers Use computer for any purpose Use for news Q8a. Which, if any, of the following devices do you ever use for any purpose? Q8b. Which, if any, of the following devices have you used to access news in the last week? Base: 2082 UK internet users, 1253 print, 746 digital, 505 print + digital newspaper readers
    16. 16. Tablet ownership and use for news is higher among digital newspaper readers 42% 43% 49% 49% 23% 25% 36% 36% UK average Print newspapers Digital newspapers Print + digital newspapers Use tablet for any purpose Use for news Q8a. Which, if any, of the following devices do you ever use for any purpose? Q8b. Which, if any, of the following devices have you used to access news in the last week? Base: 2082 UK internet users, 1253 print, 746 digital, 505 print + digital newspaper readers
    17. 17. Base:481 who access news via their tablet Tablet readers are highly engaged with newspapers overall read a newspaper on tablet46% read a print newspaper65% read a digital newspaper54% total newspaper readership81% People who read news on their tablet... AND
    18. 18. Increase in app usage for digital newspaper readers 31% 38% 47% 50% 18% 10% 2013 2014 Mainly use news apps Mainly use web browser Use news apps and mobile websites about the same OPT9b. Thinking specifically about when you look for news on a TABLET, which of the following statements most applies to you? Base: 257 digital newspaper readers using tablet
    19. 19. Digital newspaper readers more likely to use a smartphone for news 62% 58% 68% 66% 33% 31% 45% 45% UK average Print newspapers Digital newspapers Print + digital newspapers Use smartphone for any purpose Use for news Q8a. Which, if any, of the following devices do you ever use for any purpose? Q8b. Which, if any, of the following devices have you used to access news in the last week? Base: 2082 UK internet users, 1253 print, 746 digital, 505 print + digital newspaper readers
    20. 20. Base: 635 who access news via their smartphone Smartphone readers are highly engaged with newspapers overall read a newspaper on phone35% read a print newspaper57% read a digital newspaper48% total newspaper readership73% People who read news on their smartphone... AND
    21. 21. Use of smartphones for news 48% 45% 38% 40% 11% 11% UK internet users Digital newspaper readers Mainly use news apps Mainly use web browser Use news apps and mobile websites about the same OPT9a. Thinking specifically about when you look for news on a MOBILE, which of the following statements most applies to you? Base: 650 mobile users, 335 digital newspaper readers using mobile
    22. 22. Interest in news
    23. 23. More interested News Lovers Daily Briefers Casual users UK internet users Print + digital newspapers 19% 29% 52% 29% 16% 55% Base: 2082 internet users, 505 print + digital newspaper readers
    24. 24. News lovers read newspapers 8.1 million readers = 84% of News Lovers are newspaper readers
    25. 25. Multiplatform readers are more interested in news 64% 72% 75% 79% UK internet users Print newspapers Digital newspapers Print + digital newspapers % Very/extremely interested in news Q1c. How interested, if at all, would you say you are in news? Base: 2082 internet users, 1253 print, 746 digital, 505 print + digital newspaper readers
    26. 26. Multiplatform readers are more interested in news 42% 45% 46% 47% 23% 27% 29% 32% UK internet users Print newspapers Digital newspapers Print + digital newspapers Very interested Extremely interested Q1c. How interested, if at all, would you say you are in news? Base: 2082 internet users, 1253 print, 746 digital, 505 print + digital newspaper readers
    27. 27. Top interest areas 75% 51% 48% 43% 41% 40% 30% 29% 24% 23% 19% 13% 12% News about the UK International news Local news about my town or city News about the economy News about UK politics News about my region Sports news Health and education news Science and technology news Business and financial news Entertainment and celebrity news Fun/weird news Arts and culture news Newspaper readers - any platform Q2. Which of the following types of news is most important to you? (choose up to five) Base: 1494 newspaper readers
    28. 28. Frequency of accessing news
    29. 29. More frequent access 57% 62% 66% 70% 28% 24% 24% 21% Several times a day Once a day Q1b Typically, how often do you access news? Base: 2082 internet users (excl those who had not accessed news in previous month), 1253 print, 746 digital, 505 print + digital newspaper readers UK internet users
    30. 30. 10% 20% 30% 40% 50% 60% 70% 80% First thing in the morning Later in the morning Lunchtime Afternoon Early evening Late evening Last thing at night UK internet users Print newspaper readers Digital newspaper readers Print + digital newspaper readers OPT4b. When do you typically access the news? Base: 2082 UK internet users, 1253 print, 746 digital, 505 pint + digital newspaper readers Newspaper readers access news more frequently
    31. 31. How are people finding and using online news?
    32. 32. Digital newspaper readers are much more likely to find news by going directly to a brand site 45% 29% 17% 9% 4% 3% 62% 41% 25% 14% 5% 4% Directly via brand Search engine Social media Email News aggregator Mobile phone alert UK internet users Digital newspaper readers Q10. Thinking about you got news online (via computer, mobile or any device) in the LAST WEEK, which were the ways in which you came across news stories? Base: 2082 UK internet users, 746 digital newspaper readers
    33. 33. Digital newspaper readers more engaged with fast and slow news Followed a live news page within a website Used an app Looked at a list of news headlines Read longer news stories or articles Looked at a sequence or gallery of pictures about news Read a news blog Viewed a news graphic/infographic Watched news video Listened to news audio More likely to have……
    34. 34. Digital newspaper readers more engaged with fast and slow news 59% 43% 16% 14% 13% 8% 7% 7% 5% 4% 74% 61% 23% 20% 20% 12% 12% 13% 9% 7% Looked at a list of news headlines Read longer news stories or articles Watched news video Look at a sequence or gallery of pictures about news Used an “app” on my smartphone to access news Followed a live news page within a website Used an “app” on my tablet to access news Read a news blog Listened to news audio Viewed a news graphic (infographic) UK internet users Digital newspaper readers Q11. Thinking of the way you looked at news online in the last week, which of the following ways of consuming news did you use? Base: 2082 accessing news last week, 746 digital newspaper readers
    35. 35. The importance of trust and brands in the digital environment
    36. 36. Newspaper brands are highly trusted in the digital environment, especially among readers of the brand 79% 78% 60% 21% 11% 9% 8% UK broadcaster sites Newspaper website you use most regularly* UK newspaper sites News providers outside UK News related blogs Twitter Facebook 2013 study. Q UK9A. Thinking about the types of sites, mobile sites or apps where you get news online, how trustworthy do you find the news content of the following? % answering very/quite trustworthy. Base: 2078 UK internet users/752 online newspaper readers 2013 Report
    37. 37. Brand and journalists create trust 63% 44% 74% 59% Brand Journalists UK internet users Multi-platform newspaper readers % saying important contributor to trust in news source Q5e_1. To what extent are the following important to you in terms of whether you trust a source of news. Base:2082 internet users, 505 print + digital newspaper readers
    38. 38. Digital newspaper readers are most likely to go directly to a newsbrand site on any device 48% 26% 9% 11% 52% 31% 7% 3% 54% 33% 5% 4% Mainly access news directly via a branded link (logo) of a news provider Mainly access news via a search engine Mainly access news by a social network Mainly access news via an app or mobile website that aggregates different news sources Smartphone Tablet Computer OPT9c/d/e. Thinking specifically about when you look for news on a mobile/tablet/computer, which of the following statements most applies to you? Base: digital newspaper readers, 335 using mobile, 257 using tablet, 586 using computer
    39. 39. Known and trusted newsbrands provide strong motivation for digital readers 74% 21% 81% 18% I would tend to click a link to sites I know and trust I don’t really notice which sites I am using, I would just click the link that had the most relevant headline UK internet users Digital newspaper readers Q10gi. You said that you enter a keyword into a search engine to get the latest/information/depth and analysis about a fast moving story (e.g. earthquake or major riot), which results do you tend to click on? Base: 289 using search engine keyword , 127 digital newspaper readers using search/keyword
    40. 40. Social media and sharing news
    41. 41. Digital newspaper readers are more likely to access social media – and more likely to use for news 22% 29% 6% 9% 12% 20% Use for news Use at all UK internet users Digital newspaper readers UK internet users Digital newspaper readers UK internet users Digital newspaper readers 61% 68% 40% 50% 24% 34% Facebook YouTube Twitter Q12A. Which, if any, of the following have you used for any purpose in the last week/Q12B. Which, if any, of the following have you used for reading, watching, sharing or discussing news in the last week? Base: 2082 UK internet users, 746 digital newspaper readers
    42. 42. Multiplatform newspaper readers are 75% more likely to share a news story Q13. During an average week in which, if any, of the following ways do you share or participate in news coverage? Base: 2082 UK internet users, 505 print + digital newspaper readers More active on social networks Multiplatform newspaper readers are 75% more likely to comment on a news story
    43. 43. 56% of all people sharing news via social media are digital newspaper readers More active on social networks 55% of all people who comment on a news story are digital newspaper readers Q13. During an average week in which, if any, of the following ways do you share or participate in news coverage? Base: 2082 UK internet users, 746 digital newspaper readers
    44. 44. OPT13B How frequently do you do each of the following? Base: 2082 UK internet users, 505 print + digital newspaper readers More active, more frequently Digital and multi-platform newspaper readers share, comment and discuss with friends more often than average internet user
    45. 45. Multiplatform newspaper readers much more likely to interact with news stories 39% 16% 13% 12% 11% 8% 47% 26% 19% 21% 18% 14% Talk with friends and colleagues about a news story (face to face) Talk with friends and colleagues about a news story (e.g. by email, social media, instant… Comment on a news story in a Social Network (like Facebook or Twitter) Share a news story via Social Network (like Facebook, Twitter, Reddit) Vote in an online poll via a news site or social network Rate (or Like) a news story UK internet users Print + digital newspaper readers Q13. During an average week in which, if any, of the following ways do you share or participate in news coverage? Base: 2082 UK internet users , 505 print + digital newspaper readers
    46. 46. Paying for news
    47. 47. Nearly half of digital newspaper readers buy a printed paper – and they are more likely to pay for digital 49% 7% 7% 70% 9% 7% 47% 17% 9% 60% 18% 10% Bought a printed newspaper Paid for digital news Likely to consider UK internet users Print newspapers Digital newspapers Print + digital newspapers Q6. Have you bought (paid for) a printed newspaper in the last week? Q7.Have you paid for online news content? Base: 2082 UK internet users, 1252 print, 746 digital, 505 both print and digital newspaper readers. Q7aii How likely or unlikely would you be to pay for online news in the future. Base: 1925 UK internet users who are not currently paying for digital news/1149 print/633 digital/426 print + digital
    48. 48. Brand and journalists create loyalty 19% 12% 18% 38% 45% 32% 57% 10% 18% 18% 33% 37% 43% 45% Quality of specific area No other way to access valued content Special offers/subscribers’ club Quality of specific journalists Brand I prefer Access when/where I want Broad range of news coverage Start subscription Stay subscribed OPT7b&c. What were the three most important factors in taking an online news subscription in the first place? What are the most important factors in keeping you subscribed to an online news product (chose up to three) Base: 78 digital newspaper readers with subscription
    49. 49. Nearly half of online newspaper readers buy a printed paper – and they are more likely to pay for digital 49% 7% 7% 70% 9% 7% 47% 17% 9% 60% 18% 10% Bought a printed newspaper Paid for digital news Likely to consider UK internet users Print newspapers Digital newspapers Print + digital newspapers Q6. Have you bought (paid for) a printed newspaper in the last week? Q7.Have you paid for online news content? Base: 2082 UK internet users, 1252 print, 746 digital, 505 both print and digital newspaper readers. Q7bHow likely or unlikely would you be to pay for online news in the future. Base: 1925/1149 print/633 digital/426 print + digital
    50. 50. Most payments are ongoing 36% 67% Q7ai. You said you have accessed paid for ONLINE news content in the last year. Which, if any, of the following types of payment have you used to pay for ONLINE news content in the last year? Base: 111 digital newspaper readers One-off payment Ongoing subscription
    51. 51. To download the full Digital News Report and charts from the Reuters Institute (excl this special newspaper analysis) go to www.digitalnewsreport.org
    52. 52. Sample & Method All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 2082 adults. Fieldwork was undertaken January – early February 2014. The survey was carried out online. The figures have been weighted and are representative of all GB adults (aged 18+).
    53. 53. Note on the sample definition: The full sample is referred to as “UK internet users” as it is representative of the population who have access to the internet – however a small proportion were screened out if they had not accessed news in the past month

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