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SPOTLIGHT ON UK NEWSPAPER BRANDS

This report analyzes the reach and usage of newspaper brands in the UK, exploring multiplatform access, trust and importance of brands, social media sharing, and payment preferences. It also highlights the preferences of younger readers and the engagement levels of tablet and smartphone users.

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SPOTLIGHT ON UK NEWSPAPER BRANDS

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  1. SPOTLIGHT ON UK NEWSPAPER BRANDS Reuters Institute for the Study of Journalism Digital News Report 2014 In partnership with

  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. A closer lookat newsbrands in the digital world

  4. The newspaper brand audience

  5. Newspaper brands reach nearly three-quarters of the UK online audience 72% = 29.5 million readers accessed a newspaper in any format duringthe last week 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

  6. Tablet newspaper readers 4.5m read newspapers on their tablet last week Base: Total sample 2082 internet users who have accessed the news

  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. Youngest readers favour digital newsbrands 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

  9. Most popular commercial news source 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. More 18-24s read a newspaper brand than watch traditional TV 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. Readers of both print and digital in all age groups 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. Newspaper brands and the move to multiplatform

  13. Which platforms do newspaper readers use? % of all newspaper readers using each format last week • Print 84% Tablet 15% Computer 36% Smartphone 16% Base: 1494 newspaper readers

  14. Which devices do digital newspaper readers use? % of all digital newspaper readers using each device last week 71% 33% 30% Computer Smartphone Tablet Base: 746 digital newspaper readers (Q5), users of each device who accessed digital newspaper last week (Q19): computer 554, smartphone 245, tablet 225

  15. Digital and multiplatform newspaper readers more likely to use a computer 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. Tablet ownership and use for news is higher among digital newspaper readers 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. Tablet readers are highly engaged with newspapers overall 46% 65% 54% 81% People who read news on their tablet... read a newspaper on tablet read a print newspaper read a digital newspaper total newspaper readership AND Base:481 who access news via their tablet

  18. Increase in app usage for digital newspaper readers 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. Digital newspaper readers more likely to use a smartphone 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. Smartphone readers are highly engaged with newspapers overall 35% 57% 48% 73% read a newspaper on phone read a print newspaper read a digital newspaper total newspaper readership People who read news on their smartphone... AND Base: 635 who access news via their smartphone

  21. Use of smartphones for news 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. Interest in news

  23. More interested Print + digital newspapers UK internet users News Lovers Daily Briefers Casual Users Casual users Base: 2082 internet users, 505 print + digital newspaper readers

  24. News lovers read newspapers 84% of News Lovers are newspaper readers = 8.1 million readers

  25. Multiplatform readers are more 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. Multiplatform readers are more 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

  27. Top interest areas • Q2. Which of the following types of news is most important to you? (choose up to five) • Base: 1494 newspaper readers

  28. Frequency of accessing news

  29. More frequent access UK internet users 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

  30. Newspaper readers access news more frequently OPT4b. When do you typically access the news? Base: 2082 UK internet users, 1253 print, 746 digital, 505 pint + digital newspaper readers

  31. How are people finding and using online news?

  32. Digital newspaper readers are much more likely to find news by going directly to a brand site • 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. Digital newspaper readers more engaged with fast and slow news More likely to have…… 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 Followed a live news page within a website Read a news blog Viewed a news graphic/infographic • Listened to news audio Watched news video

  34. Digital newspaper readers more engaged with fast and slow news • 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. The importance of trust and brands in the digital environment

  36. Newspaper brands are highly trusted in the digital environment, especially among readers of the brand 2013 Report 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

  37. Brand and journalists create trust % 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. Digital newspaper readers are most likely to go directly to a newsbrand site on any device • 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. Known and trusted newsbrands provide strong motivation for digital 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. Social media and sharing news

  41. Digital newspaper readers are more likely to access social media – and more likely to use for news Facebook 61% 68% YouTube 40% 50% Twitter 24% 34% 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. More active on social networks Multiplatform newspaper readers are 75% more likely to share a news story Multiplatform newspaper readers are 75% more likely to comment on 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

  43. More active on social networks 56% of all people sharing news via social media are digital newspaper readers 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. More active, more frequently Digital and multi-platform newspaper readers share, comment and discuss with friends more often than average internet user OPT13B How frequently do you do each of the following? Base: 2082 UK internet users, 505 print + digital newspaper readers

  45. Multiplatform newspaper readers much more likely to interact with news stories • 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

  46. Paying for news

  47. Nearly half of digital newspaper readers buy a printed paper – and they are more likely to pay for digital • 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. Brand and journalists create loyalty 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. Nearly half of online newspaper readers buy a printed paper – and they are more likely to pay for digital 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. Most payments are ongoing Ongoing subscription One-off payment 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

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