There are high levels of substitution evident amongst the adult population in relation to print and online newspapers. Just over 4 in 10 (41%) Irish adults claim they have replaced print newspapers with online editions, as they are easier to access and navigate. Recent research by Empathy Research conducted on behalf of Retail Intelligence, amongst a nationally representative sample of 1,001 adults aged 18+, sought to understand changes in behaviour in relation to readership of newspapers and print media.
There is a high frequency of newspapers being read online for each day of the week. Monday is a key day for online readership, with almost 4 in 10 (38%) of those who read online newspapers reading on a Monday. There is somewhat of mid-week drop before an increase on Friday, with 1 in 3 (33%) who read online newspapers reading on Fridays.
Interestingly, readership behaviour seems to be more evenly spread across the week with weekend only readership lower than may be expected. Just 1 in 8 (12%) who read online newspapers claim they only read them at the weekend, compared to those who are reading print newspapers, where 4 in 10 (40%) claim to only read them at the weekend.
However, in spite of these high frequency levels of reading online, the level of competition for readers of Irish publications is stronger than ever. Of those who read newspapers online, less than half (43%) will read only Irish newspapers with over just over 1 in 2 (54%) claiming to read a mixture of Irish and international newspapers.
There appears to be strong levels of loyalty for newspapers in the print space with just over 3 in 4 (76%) of those who buy print newspapers during the week and at the weekend, claiming to buy the same title on both occasions. However, loyalty is less prevalent amongst the under 34’s where just over 6 in 10 (63%) claim to buy the same title.
For more information, relating to online newspaper behaviour, incidence of paying for subscriptions and attitudes to online news content please contact Robbie Clarke at Empathy Research.
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