Online News More Popular than Print

As of the end of last year, for the first time, more people in the US were reading their news online than from traditional newspapers. The continuing decline of print was clearly demonstrated in a survey by the Pew Project for Excellence in Jounalism which revealed that 34 per cent of respondents had read news online in the past day compared with 31 per cent who had read a newspaper. Forty-one per cent said they got most of their news online with just 10 per cent mainly getting it from a newspaper.

A recent survey by Havas Media indicated that Europe is seeing a similar trend with digital readership overtaking print in France. The research found that people spent 37 minutes a day reading digital publications, and 22 minutes per day reading print.

It also showed greater diversification than previously with 51 per cent accessing news via websites; 31 per cent read electronic editions; and 17 per cent using mobile apps. Already, 56 per cent of tablet owners use them to access branded press and with the explosion of tablets, this is likely to increase considerably by next year.

Not surprisingly, advertising spend has followed these trends with online advertising now outstripping newspaper advertising. Between 2009 and 2010, online spend grew by almost 14 per cent in the US to reach $25.8 billion.

What’s more, with the recent News of the World hacking scandal and subsequent closure of the newspaper fresh in the minds of the public, online media looks set to benefit from the consumer backlash.