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People prefer print – and not paying for news | media | guardian.co.uk
People prefer print – and not paying for news | Media | guardian.co.uk 30/06/2010 13:08
People prefer print – and not paying for
Two surveys make depressing reading for newspaper executives
keen to make money from the online audience
Print is dead – long live print! An Ipsos survery has revealed that 63% of 501 online
adults said they would prefer to access their newspaper of choice by buying the printed
copy – while only 11% would choose to access it digitally.
Of this 11%, most said they would prefer to pay a one-off fee for a mobile application,
while 3% of those surveyed said they would opt for a monthly online subscription.
Paying for online access per day and per article were the least popular digital options,
both recording 1% of all surveyed. In other heartening news for those who have
recently invested in print factories, 29% said they wouldn't pay for news online because
they prefer having the physical newspaper – 21% said they don't like reading
newspapers on screen.
Unsurprisingly, just over half (51%) of the 15- to 50-year-olds surveyed in May said the
biggest barrier to accessing paid-for news online is a reluctance to pay – 31% said they
would not pay while it is available elsewhere online for free.
An overwhelming 77% said they had no interest whatsoever in paying for news content
online. An online subscription of £6 was the optimal price for those that said they were
interested in a monthly charge; a fee of £3.75 was the optimal price for the 18%
interested in paying a one-off sum for unlimited access to a newspaper on mobile.
Immediacy, cost and exclusivity proved to be the biggest drivers for people willing to
cough up for online news content. Twenty-seven per cent of this crowd said live
updates to stories and a reasonable price were the most important factors.
Newspaper executives should look away now. For the 83% that said they had accessed
news online in the past month, websites of the national newspapers didn't even make
the top five. The top five visited news websites for these users were, in order: BBC
News (34%), Google News (17%), Sky News (6%), Yahoo! (5%), and MSN (5%).
A YouGov survey of 2,160 UK adults, also released today, found that 60% of adults
think it is worth paying for a "good newspaper", with the majority of those surveyed
saying they were generally more confident in what they read in paid-for newspapers,
as opposed to freesheets.
The majority of those surveyed by YouGov are also reluctant to pay for online content,
with 83% saying they would refuse to pay. Only 2% are prepared to shell out for online
content in the current format, while a further 4% would pay on the grounds that
content was not available anywhere else.
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