NISWAW Panel Debate 3 Nic Newman

Reuters Institute Digital News Report 2015
TRACKING
THE FUTURE
OF NEWS
DIGITAL NEWS REPORT PRESENTATION
Dr Richard Fletcher
Senior Researcher
Reuters Institute
for the Study
of Journalism
Nic Newman
Lead Author
& Joint Editor
Digital News Report,
@nicnewman

Background and
methodology
One of the largest news surveys in the
world. Explores the online news habits of
more than 20,000 people in twelve
countries. Research conducted online in
January/early February 2015.
Additional analysis of key themes, country
level insights from network of partners
RISJ Digital News Report 2015 2
Please note that Brazil is representative of an urban population rather than a national population.
Source: Internet World Stats www.internetworldstats.com internet population estimate 2014.

Additional countries
Polling also took place in ….
Poland, Czech Republic, Austria, Netherlands,
Portugal and Turkey
Official publication 20th October
Will be integrated into the main survey from 2016
Source: Internet World Stats http://www.internetworldstats.com internet
population estimate 2014
POLAND
Starting sample 2060
Non news users 2%
Final sample size 2015
Total population 38,346,279
Internet penetration 67%

Key
findings
 Move to mobile quickening – smartphone ever more central
 Growing power of social platforms (and messaging apps)
 Video and new visual formats finally taking off
 Increased disruption for traditional media from new wave
of digital-born companies and aggregators
 Business outlook for online news complicated by
mobile and social

Strong growth in news
via smartphone
8b. Which, if any, of the following devices have you used to access news in the last week?
Base: All (total sample in each country)
ALSO
Australia 58%
POLAND 52%
Finland 50%
Italy 44%

Increased centrality
25%
say smartphone main way of
accessing online news
43%
amongst under 35s
68%
of those accessing news on
public transport
51%
distracted when watching
TV news

People use fewer sources
on smartphone
70%
have a news app installed
on their phone, only a third
actually use them in a
given week
1.52
Average sources per
person on smartphone –
significantly fewer than on
a tablet or computer.
Strong brands that provide breaking news or other strong
utility do well but have to earn place in
attention economy

Growth of mobile
alerts by country
Mobile alerts to mobile phones via app or SMS
are becoming a more important way of reaching
consumers. France and the US are leading the
trend with the UK growing fastest in this direction
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? (Please select all that apply) Base: Various.
Poland
7%

Top news sources compared
Online news broadly stayed at the same level. TV has declined a bit especially in the US. The main change has
been the decline in printed newspaper and the rise of social media
Q3. Which, if any, of the following have you used in the last week as a source of news? Base: various. NB: 2014 data for TV, Print, Online and Social has
been estimated because of an issue with randomisation of responses in that year

Top news sources compared 2012-15
But it is not the same story everywhere. TV viewing in Germany remains strong even with the young while social
media growth is less pronounced. In Denmark online has overtaken TV and social media is growing fast
Q3. Which, if any, of the following have you used in the last week as a source of news? Base: various. NB: 2014 data for TV, Print, Online and Social has
been estimated because of an issue with randomisation of responses in that year

Main source of news
Q4. You say you’ve used these sources of news in the last week, which would you say is your MAIN source of news? Base: All who have used news
sources in the last week =23155
But averages hide stark splits between generations. Young Germans or Japanese are likely
to have more in common with young Americans or Polish people in preferring online news and
social media to TV news, radio, or print.

TV best for accuracy and reliability
Q3ai-iv. Which one of the sources that you've used in the last week do you find best for the following? Base: Aggregate of six countries; US; UK; Germany
France; Spain; Ireland (n= 116930).

Overall trust in the news environment
Overall we see the highest levels of trust in media systems with a good mix of strong public service broadcasters
and robust commercial players - such as Finland, Germany, Denmark and the UK.
Q6a. Thinking about news in general, do you agree or disagree with the following statement? “I think you can trust most news most of the time”. Q6b.
Thinking specifically about news sources that you use, do you agree or disagree with the following statement? “I think I can trust most of the news
that I use most of the time”. Base: Total sample in each country
POL
56%
61%

SOCIAL MEDIA
AND MESSAGING
APPS

Facebook
dominates
news on
social
networks
Q12a/b. Which, if any, of the following have you used for any purpose/for reading, watching, sharing, or discussing news
in the last week? Base: Combined sample =23557.

WhatsApp for news
(weekly use)
Q12a/b. Which, if any, of the following have you used for any purpose/for news in the last week? WhatsApp code shown. Base: All markets 2015 (various)
Only 1% use WhatsApp for news in the United States
Only 2% use WhatsApp for news in Poland

18-24s use a range of different networks
Q12a/b. Which, if any, of the following have you used for any purpose/for reading, watching, sharing, or discussing news in the last week?
Base: Combined sample 18-24s =2424.
Snapchat Discover launched in January 2015
as a new platform for short form news

We seek news on Twitter but
bump into it on Facebook
Twitter is seen as a news destination. Facebook is not. This explains the different
strategies employed to seed news in each network
Q12Cii/Dii. You say you use Twitter/Facebook for news. Which of the following statements applies best to you? Base: Combined sample of UK, US, Italy,
Australia, = Facebook=3560, Twitter = 861.
TOP ENGLISH PUBLISHERS
IN FACEBOOK AND TWITTER

Power of social distribution and discovery

Online news video
(weekly use)
66%
use news clips
57%
access live news streams

Barriers to video usage
Q11ai. You said that you don’t usually watch news videos online. Why not?
Base: All who did not watch online video news in the last week UK = 1689, US = 1588, France = 1609, Germany = 1622, Finland = 1175, Italy = 1495, Ireland =
1093.
Of those who don’t use video, four in ten (40%) said they found reading quicker and more convenient, with 19% agreeing that
videos rarely add anything useful to the text. Older groups are two- thirds as likely to express a preference for a bigger screen.

Innovation in visual content
Mobile was winning

“it’s about answering the question that people are asking themselves, it’s the same with
video”
Nathalie Malinarich, New Formats Editor BBC

Paying for online news content
Compared to reach, the numbers paying for online news in any form remains relatively low.
US, UK, Denmark, Australia, Finland Japan have majority ongoing subscription – paid for
websites or apps. Other countries like Ireland are only just starting with paywalls so
payments tend to be for single apps, day passes or other add-ons.
Q7a. Have you paid for ONLINE news content, or accessed a paid for ONLINE news service in the last year ? (This could be digital subscription,
combined digital/print subscription or one off payment for an article or app). Base: All markets 2015 – UK: 2149; Germany: 1969; Spain: 2026; Italy: 2006;
France: 1991; Denmark: 2019; Finland: 1509; USA: 2295; Urban Brazil: 2033; Japan: 2017: Ireland: 1501; Australia: 2042.
ONGOING ONE-OFF
Japan 76% 39%
Denmark 71% 17%
Australia 70% 27%
US 67% 30%
UK 71% 27%
Germany 60% 47%
Spain 49% 53%
Ireland 31% 63%
Italy 45% 63%

How much might you be prepared to
pay for a news brand you like?
Q7civ. What is the maximum price you would pay for a subscription to a digital-only news service – including full access to its website, apps, and any
digital replicas of the newspaper? Base: All who had not paid for news in the last year UK = 1992, US = 1942, Spain = 1773, Australia = 1805.

Advertising revenues
Sources: IAB, News Digital Ad Spend from Advertising Association/Warc Expenditure Report

Sponsored and branded content
33%
feel disappointed
or deceived after
reading an article
that turned out to
be paid for by an
advertiser
28%
feel more negatively towards
the news organisation

Overall prospects
“Most people like news and use news, but they don’t want to
pay for it, don’t want to see advertising around it, and don’t
want to see it mixed up with sponsored content. This means
sustainable business models remain elusive even for those who
succeed in building an audience.”
RASMUS NIELSEN: DIRECTOR OF RESEARCH, REUTERS INSTITUTE

Reuters Institute Digital News Report 2015
POLAND
DEEP DIVE
Dr Richard Fletcher
Senior Researcher
Reuters Institute
for the Study
of Journalism

38
Key findings
• Smartphone news use is high, but there is also a strong preference for news access using computers and
other fixed (non-mobile) devices.
• Digital-born (i.e. non-traditional) news brands are very popular online, with ‘first-wave domestic web
portals’ enjoying a particularly large reach.
• Social media is a very popular source of news in Poland, with Facebook, YouTube, and Google+ access
particularly high. Engagement with the news on social media is moderate.
• Online news payment figures are low, but compared to other countries, publishers are having success in
a market dominated by free online news sources.

Q3. Which, if any, of the following have you used in the last week as a
source of news? Please select all that apply.
Base: All = 2015
PROPORTION THAT USE EACH AS A SOURCE
OF NEWS
POLAND
84% 81%
44%
9%
0%
20%
40%
60%
80%
100%
Online
(including social
media)
TV Radio Print
32%
56%
6% 3%
0%
20%
40%
60%
80%
100%
Online
(including social
media)
TV Radio Print
Q4. You say you’ve used these sources of news in the last week ,
which would you say is your MAIN source of news?
Base: All = 1995
AS A NEWS SOURCE MAIN SOURCE OF NEWS

Q8B. Which, if any, of the following devices have you used to access news in the last week? Please select all that apply.
Base: All = 2015
PROPORTION THAT USE EACH DIGITAL
DEVICE TO ACCESS NEWS
POLAND
81%
52%
21% 18% 2% 0% 0%
0%
20%
40%
60%
80%
100%
Laptop/Desktop
Computer
Smartphone Connected/Smart
TV
Tablet Ebook Reader Smart Clothing Other
COMPUTER: 2nd/18
SMARTPHONE: 4th/18
SMART TV: 1st/18
TABLET: 15th/18

UK8b6_5. You’ve said you use the following devices to access news in the last week, which is your MAIN way of accessing online news?
Base: All who used a digital news device in the last week = 1923
PROPORTION THAT SAID EACH WAS THEIR
MAIN DIGITAL NEWS DEVICE
POLAND
75%
14% 5% 3% 0% 0% 3%
0%
20%
40%
60%
80%
100%
Laptop/Desktop
Computer
Smartphone Connected/Smart
TV
Tablet Ebook Reader Smart Clothing Other
COMPUTER: 2nd/18
SMARTPHONE: 16th/18
SMART TV: 7th/18
TABLET: 18th/18

PROPORTION THAT USE A NEWS APP ON
EACH DEVICE
POLAND
10%
USE
SMARTPHONE
NEWS APPS
16% OF
SMARTPHONE
USERS
4%
USE
TABLET NEWS
APPS
13% OF
TABLET
USERS
Q8a. Which, if any, of the
following devices do you ever use
(for any purpose)? Please select all
that apply.
Q11. Thinking of the way you
looked at news online (via any
device) in the last week, which of
the following ways of consuming
news did you use? Please select
ALL that apply.
Base: All = 2015

PROPORTION THAT USE EACH ONLINE AND
OFFLINE NEWS BRAND
POLAND
48%
40%
36%
26%
26%
20%
15%
12%
11%
8%
0% 20% 40% 60% 80%
Onet.pl
WP.pl
TVN24.pl
Gazeta.pl
Interia.pl
TVP.pl
Wyborcza.pl
Google News
GazetaPrawna.pl
Other regional newspaper website
61%
58%
42%
40%
28%
20%
20%
19%
17%
10%
0% 20% 40% 60% 80%
TVN (e.g. TVN 24, TVN 23)
TVP (e.g. TVP Info, TVP1 and TVP2)
Polsat (e.g. Polsat News, News+)
RMF FM
Radio Zet
A regional or local newspaper
Gazeta Wyborcza
Polskie Radio (e.g. News on Radio 1)
Fakt
Super Express
ONLINE TRADITIONAL
Q5a. Which, if any, of the following have you used to access news in the last week? Please select all that apply. Via TV, RADIO OR PRINT ONLY (Traditional platforms)
Q5b. Which, if any, of the following have you used to access news in the last week? Please select all that apply. Via online platforms (web, mobile, tablet, e-reader)
Base: All = 2015

Q5B. Which, if any, of the following have you used to access news in the last week ? Please select all that apply. Via online platforms (web, mobile, tablet, e-reader)
Base: All = 2015
COMBINED ONLINE REACH OF DIFFERENT
TYPES OF NEWS BRAND
POLAND
75% 73%
0%
20%
40%
60%
80%
100%
Digital Born Traditional Online
COMBINED DIGITAL BORN REACH: 1ST/18

PROPORTION THAT USE EACH DIGITAL-BORN
NEWS BRAND
POLAND
First wave domestic web
portals
International news aggregators
and web portals
Second wave dedicated
news
= 48% = 3% = 1%
= 40%
= 12% = 1 %
= 26%
= 3%
Q5B. Which, if any, of the following have you used to access news in the last week ? Please select all that apply. Via online platforms (web, mobile, tablet, e-reader)
Base: All = 2015

Q12b. Which, if any, of the following have you used for finding, reading, watching, sharing or discussing news in the last week? Please select all that apply.
Base: All = 2015
PROPORTION THAT USE EACH SOCIAL
NETWORK FOR NEWS
POLAND
56%
35%
22% 9%
3% 2% 2%
0%
20%
40%
60%
80%
100%
Facebook YouTube Google+ Twitter LinkedIn Instagram WhatsApp
FACEBOOK: 4th/18
YOUTUBE: 1st/18
GOOGLE+: 1st/18
TWITTER: 10th/18

Q10. Thinking about how 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?
Please select all that apply.
Base: All = 2015
PROPORTION THAT USE EACH PATHWAY TO
ONLINE NEWS CONTENT
POLAND
65%
41%
30%
0%
20%
40%
60%
80%
100%
Search engine Social media Direct access

PROPORTION THAT ENGAGE WITH THE NEWS
IN EACH WAY ON SOCIAL MEDIA
POLAND
26% SHARE NEWS VIA SOCIAL MEDIA
24%COMMENT ON NEWS ON SOCIAL MEDIA
Q13. During an average week in which, if any, of the following ways do you share or participate in news coverage? Please select all that apply.
Base: All = 2015

Q7a. Have you paid for ONLINE news content, or accessed a paid for
ONLINE news service in the last year? (This could be digital
subscription, combined digital/print subscription or one off payment
for an article or app)
Base: All = 2015
PROPORTION THAT MADE EACH TYPE OF
PAYMENT FOR ONLINE NEWS IN THE LAST
YEAR
POLAND
9% 7%
0%
10%
20%
30%
40%
One-off payment On-going payment
17% PAY FOR
ONLINE NEWS
ONE-OFF: 3rd/18
ON-GOING: 5th/18

 Smartphones are changing the news experience
but Poland is still PC dominated. Are you ready
for the change?
 How to manage the move to offsite consumption -
social networks, mobile platforms, aggregators?
 Is video a chance to find new audiences and
make money – or another false dawn?
 Can paid news ever be more than a partial
strategy where there is an abundance/oversupply
of free news?
Conclusions and
discussion points

More information
www.digitalnewsreport.org
#risj15

NISWAW Panel Debate 3 Nic Newman

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