Embed Size (px)
DESCRIPTION
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 audienceSlide 4 - PowerPoint PPT Presentation
Citation preview
SPOTLIGHT ON UK NEWSPAPER BRANDSReuters Institute for the Study of JournalismDigital 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 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 environmentSlide 35
Social media and sharing news Slide 40
Paying for news Slide 46
Sample & Method Slide 52
A closer lookat 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 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
Tablet newspaper readers
read newspapers on their tablet last week
Base: Total sample 2082 internet users who have accessed the news
4.5m
Smartphone newspaper readers
4.9mread newspapers on their smartphone last week
Base: Total sample 2082 internet users who have accessed the news
Youngest readers favour digital newsbrands
18-24 25 to 34 35 to 44 45 to 54 55-64 65+
63% 63%67%
72%79%
85%
43%47%
54%
63%
72%79%
49%
37% 38%34%
28% 30%
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 newspaperin Scotland, Wales or Northern Ireland. Base: 2082 UK internet users
Most popular commercial news source
Digital newspaper
Print newspaper
ITV broadcast
Sky TV news
YouTube
Sky online
ITV online
Commercial radio
41%
39%
30%
26%
16%
16%
13%
9%
6%
6%
56%
46%
35%
23%
10%
11%
10%
10%
1%
4%
21-24
18-20
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
More 18-24s read a newspaper brand than watch traditional TV news
National newspaper
brand
TV news BBC News ITV News Sky News C4 News C5 News
63% 62%
49%
13% 13%
6%2%
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
Readers of both print and digital in all age groups
18-24 25 to 34 35 to 44 45 to 54 55-64 65+
29%
21%24% 24%
21%24%
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
Newspaper brands and the move to multiplatform
Print 84%
Which platforms do newspaper readers use?
Base: 1494 newspaper readers
Computer36%
Tablet15%
Smartphone16%
% of all newspaper readers using each format last week
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
Digital and multiplatform newspaper readers more likely to use a computer for news
UK average Print newspapers Digital newspapers Print + digital newspapers
82% 86% 84% 85%
56% 58%
76% 77%
Use computer for any purpose Use for newsQ8a. 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
Tablet ownership and use for news is higher among digital newspaper readers
UK average Print newspapers Digital newspapers Print + digital newspapers
42% 43%49% 49%
23% 25%
36% 36%
Use tablet for any purpose Use for newsQ8a. 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
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
Increase in app usage for digital newspaper readers
2013 2014
31%38%
47% 50%
18%
10%
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
Digital newspaper readers more likely to use a smartphone for news
UK average Print newspapers Digital newspapers Print + digital newspapers
62% 58%68% 66%
33% 31%
45% 45%
Use smartphone for any purpose Use for newsQ8a. 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
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
Use of smartphones for news
UK internet users Digital newspaper readers
48%45%
38%40%
11% 11%
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
Interest in news
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
News lovers read newspapers
8.1 million readers
=
84%of News Lovers are newspaper readers
Multiplatform readers are more interested in news
UK internet users
Print newspapers
Digital newspapers
Print + digital newspapers
64%
72%
75%
79%
% 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
Multiplatform readers are more interested in news
UK internet users
Print newspapers
Digital newspapers
Print + digital newspapers
42%
45%
46%
47%
23%
27%
29%
32%
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
Top interest areas
News about the UKInternational news
Local news about my town or cityNews about the economy
News about UK politicsNews about my region
Sports newsHealth and education news
Science and technology newsBusiness and financial news
Entertainment and celebrity newsFun/weird news
Arts and culture news
75%51%
48%43%
41%40%
30%29%
24%23%
19%13%
12%
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
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 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
Firs t thing in the morning
Later in the morning
Lunc htime Afternoon Ear ly evening Late evening Las t thing at night
10%
20%
30%
40%
50%
60%
70%
80%UK internet users Print newspaper readersDigital 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
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
Directly via brand Search engine Social media Email News aggregator Mobile phone alert
45%
29%
17%
9%
4% 3%
62%
41%
25%
14%
5% 4%
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
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……
Digital newspaper readers more engaged with fast and slow news
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)
59%
43%
16%
14%
13%
8%
7%
7%
5%
4%
74%
61%
23%
20%
20%
12%
12%
13%
9%
7%
Digital newspaper readers UK internet usersQ11. 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
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
UK broadcaster sites
Newspaper website you use most regularly*
UK newspaper sites
News providers outside UK
News related blogs
79%
78%
60%
21%
11%
9%
8%
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
Brand and journalists create trust
Brand Journalists
63%
44%
74%
59%
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
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%
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
Known and trusted newsbrands provide strong motivation for digital readers
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
74%
21%
81%
18%
Digital newspaper readers UK internet users
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
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%
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%
YouTube
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
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
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
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
Multiplatform newspaper readers much more likely to interact with news stories
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 messenger)
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
39%
16%
13%
12%
11%
8%
47%
26%
19%
21%
18%
14%
Print + digital newspaper readers UK internet users
Q13. During an average week in which, if any, of the following ways do you share or participate innews coverage? Base: 2082 UK internet users , 505 print + digital newspaper readers
Paying for news
Nearly half of digital newspaper readers buy a printed paper – and they are more likely to pay for digital
Bought a printed news-paper
Paid for digital news Likely to consider
49%
7% 7%
70%
9% 7%
47%
17%9%
60%
18%10%
UK internet users Print newspapersDigital 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
Brand and journalists create loyalty
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
19%
12%
18%
38%
45%
32%
57%
10%
18%
18%
33%
37%
43%
45%
Start subscriptionStay 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
Nearly half of online newspaper readers buy a printed paper – and they are more likely to pay for digital
Bought a printed news-paper
Paid for digital news Likely to consider
49%
7% 7%
70%
9% 7%
47%
17%9%
60%
18%10%
UK internet users Print newspapersDigital 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
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
To download the full Digital News Report and charts from the Reuters Institute (excl this special newspaper analysis) go to www.digitalnewsreport.org
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+).
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
