Online Overtakes Print As Top Daily Source Of News
"First, it demonstrates that marketing can no longer rely on traditional media to reach key audiences" - Mark Westaby, Spectrum Consulting
DAILY readership of online news is now greater among 15-44-year-olds than of daily newspapers, according to research commissioned by consultancy Spectrum Consulting. The report, based on a sample of 1,000 UK adults, revealed that 45% of the 15-44 age group read online news on a daily basis, compared to 38% who read print products.
Printed newspapers are, however, still popular with the over-45s despite the well-documented rise of the ‘silver surfer’. Only 22% of this group check news sites every day, compared to 52% who read the press.
Mark Westaby, founder and director of Spectrum, said the research has important repercussions for the UK marketing industry. “First, it demonstrates that marketing can no longer rely on traditional media to reach key audiences,” he said. “Second, as the younger generation grows older, they will take with them a tsunami of change that will leave behind decades of advertising, PR and marketing debris."
“What surprised us most was the strength of readership of online newspapers. We believe that things are starting to change in the publishing sector more quickly than realized before,” Westaby added.
Businesses that are still advertising in the same way that they did 5 years ago must now re-think their strategy. If you would like to find out more about how the internet can help your business get more from its advertising, call ORCA on 0845 270 1128.
