60% of newspaper readers find online more convenient than print
August 7th, 2007 by Lloyd Gofton
The AOP’s Dual Consumption Survey has been published today, summarising usage and attitudes across its member sites and their paper equivalents.
To put this into perspective, the AOP surveyed 26,926 people, across 37 sites, including the likes of BBC, BSkyB, The Economist Group, FT.com and GCap Media, so it’s certainly worth a look.
I can’t link to the survey, as it’s only accessible to AOP members, but I can offer an overview of the headline stats:
Overall, 60% of newspaper readers found online both faster for locating desired content, and more convenient than the print equivalent.
This was in contrast to magazine readership, where only 48% of respondents preferred the publications’ website for ease of access, suggesting news consumption is one of the key reasons for an online bias.
Both newspaper and magazine readers displayed strong belief in the online versions of their chosen titles, with 81% of newspaper respondents and 74% of magazine respondents considering print and online platforms to be equally trustworthy.
It seems today is the day for online newspaper-related reports, as The Veronis Suhler Stevenson (VSS) media sector report, has also been published. This is a widely respected US media forecast, and it shows the US online advertising market will grow by more than 21 per cent per year to reach $62bn in 2011.
This will make it bigger than newspaper advertising in the US, which is expected to total $60bn in 2011, a milestone which the UK will achieve significantly sooner, possibly even this year.
The FT has the full story.
