Newspaper readers prefer online access

New research, by the U.K.’s Association of Online Publishers, has determined that most newspaper readers consider online easier to access than print.

by Helen Leggatt

The AOP’s Dual Consumption Survey involved AOP member websites and their offline equivalents. It found that 60 percent of newspaper readers thought online versions were easier to access than their printed counterparts. For magazine readers, the numbers were rather lower with just 48 percent favoring the website versions.

However, 60 percent of those surveyed did not want to have to choose between the two mediums. They considered both formats fulfilled different and distinct needs.

A key finding was that it was the content brand overall that audiences trust, and the platform was secondary. “Both newspaper (81 per cent) and magazine (74 per cent) respondents considered both platforms to be equally trustworthy,” said the AOP in a press release.

Recent ABCE figures put Times Online as having nearly 10 million unique users.

Tags: ABCE, AOP, Association of Online Publishers, online newspapers, U.K.

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