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People & News

People & News. Key themes from. Digital News Report 2013. In partnership with. To download the full report, charts (excl special newspaper analysis) and data tables got to www.digitalnewsreport.org. Background and objectives.

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People & News

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  1. People & News Key themes from Digital News Report 2013 In partnership with

  2. To download the full report, charts (excl special newspaper analysis) and data tables got to www.digitalnewsreport.org

  3. Background and objectives • This study has been commissioned to understand how news is currently being consumed globally with a particular focus on digital news consumption and devices used to access the news. • Core questions were asked in France, Germany, Denmark, Spain, Italy, Japan, Brazil and the US as well as the UK to a nationally representative audience to provide an international comparison. • This is a study for the Reuters Institute made possible with the assistance of the following organisations and also academic partners from the Hans Bredow Institute, Hamburg, Roskilde University, Denmark and the School of Journalism at the Paris Institute of Political Science, Website:digitalnewsreport.org

  4. Methodology • The research was conducted online in January and early February 2013. • The data was weighted to targets set on age and gender, region, newspaper readership and social grade to reflect the total population. The sample is reflective of the population who have access to the internet. • A comprehensive online questionnaire was designed with input from all stakeholders to capture all aspects of news consumption. • *Please note that Brazil is representative of an urban population rather than a national population as such the internet penetration is likely to be higher than stated above, which must be taken into consideration when interpreting results. • Source: Internet World Stats http://www.internetworldstats.com population estimate 2012

  5. Focus for today • Speed of the multiplatform revolution – moving beyond the PC • The role of brands in a world where audiences are increasingly able to exercise control over what and where they consume news • What these changes mean for media companies and the future of journalism

  6. AGE OF MULTIPLATFORM

  7. Growth news access via tablet • News usage on a tablet has increased significantly over the past ten months** • Q8a/Q8b Which, if any, of the following devices have you used to access news in the last week? • Base: All markets UK (n=2078) US (n==2028) Spain (n=979) Japan (n=978) Italy (n=965) Germany (n=1062) France (n==973) Denmark (n=1007) Urban Brazil (n=985) • **These figures are not totally comparable because we routed the questions slightly differently last year and the list of devices was more detailed this year. They are however consistent with log files of news organisations that show a sizeable increase in traffic from tablets

  8. Access via different devices • Q8a/Q8b Which, if any, of the following devices have you used to access news in the last week? • Base: All markets UK (n=2078) US (n==2028) Spain (n=979) Japan (n=978) Italy (n=965) Germany (n=1062) France (n==973) Denmark (n=1007) Urban Brazil (n=985) • Computers are the most prevalent device for accessing news across countries. Smartphones and tablets are also now significantly used for news.

  9. Access via different devices • Q8a/Q8b Which, if any, of the following devices have you used to access news in the last week? • Base: All markets UK (n=2078) US (n==2028) Spain (n=979) Japan (n=978) Italy (n=965) Germany (n=1062) France (n==973) Denmark (n=1007) Urban Brazil (n=985) • Computers are the most prevalent device for accessing news across countries. Smartphones and tablets are also now significantly used for news. Denmark has the highest level of smartphone and tablet access.

  10. Multiplatform access is becoming mainstream

  11. Smartphone and tablet news user demographics • Smartphones are still more popular with younger age groups. Tablets are used equally through age groups but with a significant bulge with the 35-44 group. 75% of tablet users are ABC1 (same as last year). Smartphone news users skew heavily male • Q8a /Q8b Which, if any, of the following devices do you ever use for any purpose? /Which, if any, of the following devices have you used to access news in the last week? • Base: All (n=2078)

  12. Frequency of access grows with devices United Kingdom Q1b: Typically, how often do you access news (in any way). Base: UK (n=2028) REUTERS INSTITUTE DIGITAL NEWS REPORT 2013 • Tablet and smartphones are extending the range of access points and increasing the frequency with which people access news. The more devices, the more you consume ….

  13. Smartphones and tablets - differences • UK7a/b You’ve told us that you read news on a MOBILE/TABLET. With that in mind, please could you tell us how much you agree or disagree with the following statements: • Base US : Read news on a mobile (n=583); Read news on a tablet (n=329) % net agree • Mobiles are used most for quick updates during the day. Consumers agree that tablets offer more in depth news and better experience for accessing news.

  14. Digital users ALSO consume via traditional platforms • Tablet and smartphones are in general not replacing other ways of consuming news. Instead they are extending the range of access points and increasing the frequency with which people access news 82% TV News 60% Newspapers 45% Radio • Q3: Which, if any, of the following have you used in the last week as a source of news? Base: All markets (n=11004) Tablet users (n=2726)

  15. When do you access news? (Age) • Typically consumers access news first thing in the morning or early evening. • Younger people tend to access in a more even way throughout the day. Older people follow the breakfast, lunch and early evening (42%) peaks far more compared with the young (21%). • UK2 When do you typically access the news? • Base: UK=2078 18 to 24 (n=269) 25 to 34: (n=286) 35 to 44: (n=321) 45 to 54 (n=383) 55+ (n=819)

  16. Divided nation (UK): Young prefer online, old prefer television news • In our UK sample of Internet users we can see a clear platform preference divide. For under 45’s – almost half the adult population - the Internet is now the MAIN source of news as well as their most frequently accessed. For over 45’s it remains TV with other traditional sources remaining important. • 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: (UK=2078)

  17. Divided nation (UK): Young prefer online, old prefer television news • In our UK sample of Internet users we can see a clear platform preference divide. For under 45’s – almost half the adult population - the Internet is now the MAIN source of news as well as their most frequently accessed. For over 45’s it remains TV with other traditional sources remaining important. • 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: (UK=2078)

  18. BRAND AND TRUST

  19. The enduring power of traditional brands …. • Q5: Which, if any, of the following have you used to access news in the last week? • Base: Online users in each market (UK=1534 ; US=1470; Germany=698 ; France=658 Denmark=816 ; Urban Brazil=892; Italy = 775; Spain=776; Japan = 831) • The UK has the strongest traditional news brands of our surveyed countries. Aggregators/pure players have made the most impact in Japan

  20. Online news: Traditional brands vs new sources • Q3: Which, if any, of the following have you used in the last week as a source of news? • Base: All markets UK (n=2078) US (n=2028) Spain (n=979) Japan (n=978) Italy (n=965) Germany (n=1062) France (n=973) Denmark (n=1007) Urban Brazil (n=985)

  21. Finding news – the role of brand • Q5: Which, if any, of the following have you used to access news in the last week? • Base: Online users in each market (UK=1534 ; US=1470; Germany=698 ; France=658 Denmark=816 ; Urban Brazil=892; Italy = 775; Spain=776; Japan = 831) • Brand is the primary gateway to news in the UK…

  22. Finding news – the role of brand • Q5: Which, if any, of the following have you used to access news in the last week? • Base: Online users in each market (UK=1534 ; US=1470; Germany=698 ; France=658 Denmark=816 ; Urban Brazil=892; Italy = 775; Spain=776; Japan = 831) • Brand is the primary gateway to news in the UK, but in France, Germany and Italy it is search …

  23. Social media is becoming a mainstream way of finding news • Q10 : Thinking about how you FIND news online, which are the main ways that you come across news stories? • Base: UK (n=2078)

  24. Trust in different sources of news • UK broadcasters are considered the most trustworthy sources of news with a third of the UK claiming that they are “very trustworthy”. • At the other end of the spectrum, blogs and social media sites are considered the least trustworthy. • Q9a Thinking about the types of sites, mobile sites or apps where you get news online, in broad terms how trustworthy do you find the news content of the following? • Base: UK=2078 % saying very or extremely trust worthy

  25. The role of brand on mobile

  26. Some brands do better on smartphones • Q8c : You say you access news via a Computer,/mobile, tablet. When using that device which of the following news sources have you used in the last week ? Base various • Brands that have a reputation for breaking news do better on smartphones. Aggregator brands than have grown up with advantages of browser tie-ins are losing out in the US and UK

  27. The role of brand on smartphones and tablets Younger age groups are more comfortable accessing news via search engines than their older counterparts (28% of 18-24 vs. 16% of over 55s). • UK12A-B thinking specifically about when you look for news on a MOBILE/TABLET, which of the following statements most applies to you? • Base: 612 All who have accessed news via a smartphone in the last week; 340 All who have accessed news via a tablet in the last week • Branded icon on the home screen is the main way of accessing news – not an aggregator.

  28. Implications and recap • Polarisation of audience behaviour + Traditional media consumption still strong but digital natives hitting their stride • For most people digital media represents an additional layer extending the range of choices and locations. It is not yet replacing other forms of usage • Traditional brands in the UK are doing well compared with other countries • Even in a world of greater competition, quality and trust still matters for young and old

  29. Digital News Report 2013 A closer look at newspaper brands in the digital world

  30. Newspaper brand readers are leading the way MORE… • Devices • Sources • Interest • Engagement • Time spent • Sharing • Interactive • Experimental

  31. Newspaper brands reach over three-quarters of the UK online audience interested in news 76% = 36.5million 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: 2078 UK internet users interested in news

  32. Youngest readers favour digital newspapers 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: 2078 UK internet users interested in news

  33. Young people more likely to read both print and online newspapers 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: 2078 UK internet users interested in news

  34. The more devices people use, the more likely they are to access digital newspaper brands % accessing online newspaper brands last week 63 One device Two devices Three devices 51 33 % % % Base: 2078 UK internet users interested in news/1949 using devices for any purpose

  35. Ownership of tablets and smartphones increases reach of digital newspaper brands % accessing online newspaper brands last week 43% 52% 55% Computer users Smartphone users Tablet users Base: 2078 UK internet users interested in news/1405 using Computer to access news in last week, 585 using Smartphone/331 usingTablet

  36. Online newspaper readers more likely to have a smartphone, and use it for news Q8a. Which, if any, of the following devices do you ever use for any purpose? Base: 2078 UK internet users interested in news Q8b. Which, if any, of the following devices have you used to access news in the last week? Base: 1949 who use any of these devices for any purpose

  37. Mobile is predominantly used for quick updates, but experience does not match computers Base: 585 who have accessed news via a smartphone in the last week/318 online newspaper readers

  38. Tablet use is higher among digital and multiplatform newspaper readers Q8a. Which, if any, of the following devices do you ever use for any purpose? Base: 2078 UK internet users interested in news Q8b. Which, if any, of the following devices have you used to access news in the last week?Base: 1949 who use any of these devices for any purpose

  39. Tablets rival computers for news experience, providing both quick updates and more in depth focus than mobile Base: 331 who have accessed news via a tablet in the last week/116 online newspaper readers

  40. Which devices do digital newspaper readers use? % of all online newspaper readers using each device last week 83% 41% 24% Computer Smartphone Tablets Base: 722 digital newspaper readers using at least one platform/device

  41. Which platforms do newspaper readers use? % of all newspaper readers using each format last week Tablet 9% Print + tablet 7% Computer 41% Smartphone 14% Print + smartphone 7% Print + computer 29% Base: 1524 newspaper readers using at least one platform/device

  42. Newspaper readers access news more frequently + Q1b. Typically, how often do you access news. Base: 2078 UK internet users interested in news/1547 newspaper readers/1271 print, 752 online, 476 reading both print and online

  43. Nearly half of multi-platform newspaper readers access news throughout the day 48% print + online readers access throughout the day Print newspapers Online newspapers • UK2. When do you typically access the news? Base: 2078 UK internet users interested in news/1547 newspaper readers/1271 print, 752 online, 476 reading both print and online

  44. Multiplatform readers are more interested in news + • Q1c. How interested, if at all, would you say you are in news?Base: 2078 UK internet users interested in news/1547 newspaper readers/1271 print, 752 online, 476 reading both print and online

  45. Multiplatform newsbrand readers are hooked on news UK average Print + digital newspapers 22% 22% 32% 52% 51% 51% 28% 17% News Lovers Daily Briefers Casual Users Base: 2078 UK internet users interested in news/1547 newspaper readers/476 reading both print and online

  46. News Lovers read newspapers 83% = 8.3million readers of News Lovers are newspaper readers

  47. Multi-platform newspaper readers use more types of media to access news Total sample average = 3.7 types of media

  48. Multi-platform newspaper readers use more brands to access news 5 6 7 Print newspaper readers Onlinenewspaper readers Multiplatformnewspaper readers 4 • UK average • brands/sources

  49. Digital newspaper readers are over 150% more likely to share a news story on social networks or participate in news coverage • UK8B Have you passed on a link to an online news story, video etc. via email, social networking or other means? UK8C. Where shared? Q13. During an average week in which, if any, of the following ways do you share or participate in news coverage? Base: 2078 UK internet users interested in news/752 online newspaper readers

  50. Digital newspaper readers more likely to share links to news 56%of people who share news links are digitalnewspaper readers • UK8B. Thinking about how you share news, in the last week, have you passed on a link to an online news story, video etc. via email, social networking or other means?Base: 2078 UK internet users interested in news/752 online newspaper readers

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