people & news 2014
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Reuters Institute for the Study of Journalism, Digital News Report 2014TRANSCRIPT
PEOPLE & NEWSReuters Institute for the Study of Journalism
Digital News Report 2014
In partnership with
Background and methodology
One of the largest news surveys in the world –online news habits of more than 18,000 people in ten countries Research conducted online in January/early February 2014
Additional analysis of key themes, country level insights from network of partners
*
Role of smartphones a key agent of change
Traditional media continues to dominate online usage in the UK, but this is not the case everywhere
Payment for news and the move to subscription
Rise of the reporter as a key focus of trust and engagement
Key points
Smartphones and tablets
Consistent pattern of strong growth in all markets
• 8b Which, if any, of the following devices have you used to access news in the last week?
• Base: All (total sample in each country)
37% access news weekly
ALL TEN COUNTRIES
Strong growth in SMARTPHONE news access
UK USA France Germany Denmark
28% 28%
20% 21%
32%29% 28%
24% 22%
43%
33% 31%35%
32%
52%2012 2013 2014
UK penetration now higher than US – but still behind Denmark
• 8b Which, if any, of the following devices have you used to access news in the last week?
• Base: All (total sample in each country)
20% access news weekly
ALL TEN COUNTRIES
Strong growth in TABLET access
UK USA France Germany Denmark
8%11%
6% 6%
13%16% 16%
11% 10%
25%23%20% 19% 17%
36%
2012 2013 2014
Impact and value of new devices
• Increasing the frequency with which we access the news
• Increasing the access points for news
• Encouraging payment for news
“in the café or at the bus it’s right there, you have all the news at your fingertips”
Smartphone Tablet
56%
20%
55%
23%
48%
25%
35%
23%22%17%
Smartphone and tablet by age18-24 25-34 35-44 45-54 55+
35-44 group (+9%) driving smartphone growth
Smartphones are still more popular with younger age groups. Tablets are used equally through age groups but with a significant bulge with the 35-55 group. Smartphone news users and Tablet news users both skew male
44-54 group (+7%) driving tablet growth
Smartphone and tablet demographics
OPT9a. Thinking specifically about when you look for news on a MOBILE, which of the following statements most applies to you? Please select one
Use of apps increases with smartphone and tablet
Mainly apps mainly browser
41% 42%47%
38%
2013 2014
SMARTPHONE
Apple users are significantly more likely to use news apps to download an app from a store (59% vs. 37% non iPhone owners)
Smartphone users are more likely to use apps than mobile browser
Smartphone users tend to access fewer new sources and brands with strong app propositions do best
On a smartphone, news brands with strong app proposition such as the BBC and Sky News & Mail Online tend to thrive. General aggregators are losing out
Multiplatform worldIn general new devices are not replacing TV, radio or print, though usage patterns are changing an becoming more complex
From brand’s point of view …It’s an increasingly complex world. Different devices are used at different points through the day
From audience’s point of view …
GENERATIONAL SPLIT: Older people prefer a newspaper ‘edition’ or scheduled ‘TV broadcasts’, whereas younger respondents access news throughout the day – mainly online
Newspaper brands overall reach
Newspaper usage across platforms
Finland Denmark Spain Italy Germany Japan Urban Brazil
UK USA France
93%
83% 81% 78% 75% 75% 74% 72%
58% 55%
82%
67% 68% 67%
48%
31%
49%
35% 33%40%
Combined reach Online newspaper
Q5. Which, if any, of the following have you used to access news in the last week? Base: All markets 2014 – UK: 2082; Germany: 2063; Spain: 2017; Italy: 2010; France: 1946; Denmark: 2036; Finland: 1520; USA: 2197; Urban Brazil: 1015; Japan: 1973
With the exception of France and USA, newspapers reach three quarters of all those interested in news - through a combination of print and online.
Q5b. Which, if any, of the following have you used to access news in the last week? Showing answers for Huff Post and Buzzfeed only
Huff Post Buzzfeed
US 17% 5%
UK 9% 3%
Italy 5% -
France 5% 1%
Spain 4% 1%
Germany 3% 1%
Brazil - 1%
New challengers
UK brands suffering less disruption
Paying for news
Paying for news
Overall numbers still low but an increasing proportion are moving to online subscription with 1. Times 2. Telegraph 3. Sun
Who is paying for online news?
Motivations for paying for news
Motivations for paying for news
Role of the reporter as driver of engagement
The influence and value of individual journalists
In Spain, France and the United States the journalist is considered important for trust. In UK, Finland and Germany the brand is the most important driver
The influence and value of individual journalists
In Spain, France and the United States the journalist is considered important for trust. In UK, Finland and Germany the brand is the most important driver
64% of Twitter users follow a professional news account
• 48% follow a journalist• 40% follow a breaking news account• 28% follow a general newsbrand
Who follows “news” accounts among Twitter users
Launch:
Thursday 12th JuneEdelman, London
Friday 13th JuneEditors News Summit, Barcelona
More Information
www.digitalnewsreport.org
A closer lookat newsbrands
in the digital world
Newspaper brand readers are deeply involved with all things digital
MORE…
Devices Interest Engagement
Social Interactive Experimental
Digital newspaper brand readers are.....
56% more likely than the average
internet user to read news on a
tablet
Digital newspaper readers are.....
36% more likely to read news on a
smartphone
Digital newspaper brand readers are.....
67% more likely use Twitter for news
Digital newspaper readers are more likely to access
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 duringthe last week
Print 84%
Which platforms do newspaper readers use?
Base: 1494 newspaper readers
Computer
36%
Tablet
15%
Smartphone
16%
% of all newspaper readers using each format last week
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
Impact of devices
% accessing digital newspaper brands last week
Base: 1598 device users
37One device
% 50Two devices
% 65%
Three+ devices
Tablet newspaper readers
read newspapers on their tablet last week
Base: Total sample 2082 internet users who have accessed the news
4.5m
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
Smartphone newspaper readers
4.9mread newspapers on their smartphone last week
Base: Total sample 2082 internet users who have accessed the news
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
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
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
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
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
News lovers read newspapers
8.1 million readers
=
84%of News Lovers are 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
Multiplatform newspaper readers are 75% more likely
to share a news story
More active on social networks
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
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
More active, more frequently
Digital and multi-platform newspaper readers share, comment and discuss with friends more often than average internet user
OPTQ13B How frequently do you do each of the following? Base: 2082 UK internet users, 746 digital newspaper readers 505 print + digital newspaper readers
Paying for news
Bought a printed newspaper Paid for digital news
49%
7%
47%
17%
UK internet users Digital newspaper readers
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
19%
12%
18%
38%
45%
32%
57%
10%
18%
18%
33%
37%
43%
45%
Start subscriptionStay subscribed
OPTQ7b&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
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
Summary for newspaper brands
Central, influential role
Massive audience – 73% of UK online population
New audiences and interactions
Growth through devices
Trusted destinations
More information
www.newsworks.org.uk
www.digitalnewsreport.org