This document summarizes key findings from the Digital News Report 2013 regarding newspaper brands in the digital world. It finds that newspaper brands reach over three-quarters of the UK online audience interested in news, with younger readers favoring digital newspapers. Newspaper readers increasingly use multiple platforms, especially computers and smartphones, to access news. Readers of quality newspapers and online newspapers are more interested in news overall and more likely to be "news lovers". Multiplatform newspaper readers are the most interested in news.

1. Digital News Report 2013
A closer look at newspaper
brands in the digital world
Survey conducted by
In partnership with

2. To download the full report, charts (excl special newspaper
analysis) and data tables got to www.digitalnewsreport.org

3. The newspaper brand audience Slide 3
Newspaper brands and the move to multiplatform Slide 7
Interest in news Slide 21
Frequency of accessing news Slide 34
Sources of news Slide 41
How are people using online news? Slide 50
Importance of trust and brands in the digital environment Slide 53
Sharing news Slide 59
Paying for news Slide 67
Sample & Method Slide 71
Special analysis of newspaper brand data from
Digital News Report 2013

4. The newspaper brand audience

5. Newspaper brands reach over three-quarters
of the UK online audience interested in news
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: 2078 UK internet users interested in news
36.5million readers
=76%
accessed a newspaper
in any format during
the last week

6. 68%
72%
76% 75%
80%
84%
46%
57% 58%
64%
73%
76%
49%
41%
39%
34%
26%
31%
18-24 25 to 34 35 to 44 45 to 54 55-64 65+
Read any newspaper last week Print newspapers Online newspapers
Youngest readers favour digital newspapers
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: 2078 UK internet users interested in news

7. 27% 26%
21%
23%
20%
23%
18-24 25 to 34 35 to 44 45 to 54 55-64 65+
18-24 25 to 34 35 to 44 45 to 54 55-64 65+
Young people more likely to read
both print and online newspapers
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: 2078 UK internet users interested in news

8. Newspaper brands and the move to
multiplatform

9. Print
85%
Which platforms do newspaper readers use?
Base: 1524 newspaper readers using at least one platform/device
Computer
41%
Print + computer
29%
Print + tablet
7%
Print + smartphone
7%
Tablet
9%
Smartphone
14%
% of all newspaper readers using each format last week

10. Which devices do digital newspaper readers
use?
Base: 722 digital newspaper readers using at least one platform/device
% of all online newspaper readers using each device last week
24%
Smartphone
83%
Computer
41%
Tablets

11. 85% 86% 87% 88%
72% 71%
83% 85%
UK average Print newspapers Online newspapers Print + online
newspapers
Use computer (desktop/laptop/notebook) Use for news
Online and multiplatform newspaper readers more likely
to use a computer for news, despite similar access levels
Q8a. Which, if any, of the following devices do you ever use for any purpose? Base: 2078 UK
internet users interested in newsQ8b. Which, if any, of the following devices have you used to
access news in the last week? Base: 1949 who use any of these devices for any purpose

12. 85%
91%
86%
82%
72%
76% 75%
66%
UK average Print - Quality Print - Midmarket Print - Popular
Use computer (desktop/laptop/notebook) Use for news
Print readers less likely to use a computer for news
Q8a. Which, if any, of the following devices do you ever use for any purpose? Base: 2078 UK internet users
interested in news. Q8b. Which, if any, of the following devices have you used to access news in the last week?
Base: 1949 who use any of these devices for any purpose

13. 85%
91% 87%
82%
72%
86% 85%
75%
UK average Online - Quality Online - Midmarket Online - Popular
Use computer (desktop/laptop/notebook) Use for news
Online readers more likely to use
their computer for news
Q8a. Which, if any, of the following devices do you ever use for any purpose? Base: 2078 UK internet users
interested in news. Q8b. Which, if any, of the following devices have you used to access news in the last week?
Base: 1949 who use any of these devices for any purpose

14. 50%
47%
57%
54%
31%
28%
41%
37%
UK average Print newspapers Online newspapers Print + online
newspapers
Use smartphone Use for news
Online newspaper readers more likely
to have smartphone, and use it for news
Q8a. Which, if any, of the following devices do you ever use for any purpose? Base: 2078 UK internet users
interested in news. Q8b. Which, if any, of the following devices have you used to access news in the last week?
Base: 1949who use any of these devices for any purpose

15. 50% 50% 51%
43%
31% 31%
34%
26%
UK average Print - Quality Print - Midmarket Print - Popular
Use smartphone Use for news
Fewer readers of popular print titles have
smartphones, and less likely to use for news
Q8a. Which, if any, of the following devices do you ever use for any purpose? Base: 2078 UK internet users
interested in news. Q8b. Which, if any, of the following devices have you used to access news in the last
week? Base: 1949 who use any of these devices for any purpose

16. 50%
63%
60%
50%
31%
47%
42%
35%
UK average Online - Quality Online - Midmarket Online - Popular
Use smartphone Use for news
Readers of online quality and mid-market
papers most likely to use smartphones for news
Q8a. Which, if any, of the following devices do you ever use for any purpose? Base: 2078 UK internet users
interested in news. Q8b. Which, if any, of the following devices have you used to access news in the last week?
Base: 1949 who use any of these devices for any purpose

17. 79%
19% 18%
83%
21%
15%
Quick updates during day More in depth news Better experience than
PC/laptop
UK average Online newspaper readers
Mobile is predominantly used for quick updates,
but experience does not match computers
Base: 585 who have accessed news via a smartphone in the last week/318 online newspaper readers

18. 28% 27%
34% 35%
17% 17%
24% 25%
UK average Print newspapers Online newspapers Print + online
newspapers
Use tablet Use for news
Tablet use is higher among digital
and multiplatform newspaper readers
Q8a. Which, if any, of the following devices do you ever use for any purpose? Base: 2078 UK internet users
interested in news. Q8b. Which, if any, of the following devices have you used to access news in the last week?
Base: 1949 who use any of these devices for any purpose

19. 28%
32%
29%
22%
17%
21%
19%
13%
UK average Print - Quality Print - Midmarket Print - Popular
Use tablet Use for news
Nearly a third of quality print readers use tablets
Q8a. Which, if any, of the following devices do you ever use for any purpose? Base: 2078 UK internet users
interested in news. Q8b. Which, if any, of the following devices have you used to access news in the last week?
Base: 1949 who use any of these devices for any purpose

20. 28%
36% 36%
34%
17%
28% 28%
21%
UK average Online - Quality Online - Midmarket Online - Popular
Use tablet Use for news
Tablet usage is high among digital
readers of all types of newspaper brands
Q8a. Which, if any, of the following devices do you ever use for any purpose? Base: 2078 UK internet users
interested in news. Q8b. Which, if any, of the following devices have you used to access news in the last week?
Base: 1949 who use any of these devices for any purpose

21. 62%
42% 43%
63%
48% 49%
Quick updates during day More in depth news Better experience than
PC/laptop
UK average Online newspaper readers
Tablets rival computers for news experience, providing
both quick updates and more in depth focus than mobile
Base: 331 who have accessed news via a tablet in the last week/116 online newspaper readers

22. Interest in news

23. Interest in news
Base: 2078 UK internet users interested in news/1547 newspaper readers/476 reading both print and online
22%
51%
News Lovers Daily Briefers Casual Users
UK average Print + digital newspapers
22% 32%
51% 52%
28%
17%

24. News Lovers read newspapers
8.3million readers
=83%of News Lovers are
newspaper readers

25. 34%
26%
20%
36%
29%
26%
Print -
Quality
Print -
Midmarket
Print -
Popular
Online -
Quality
Online -
Midmarket
Online-
Popular
News Lovers % of total readership
Quality and online newspaper readers
are more hooked on news
Base: 2078 UK internet users interested in news/1547 newspaper readers/385 quality print,
353 online/540 midmarket print, 338 online/ 505 popular print, 151 online

26. 41%
42%
42%
42%
27%
29%
33%
37%
UK average
Print newspapers
Online newspapers
Print + online newspapers
Very interested Extremely interested
Multiplatform readers are more interested in news
Q1c. How interested, if at all, would you say you are in news?
Base: 2078 UK internet users interested in news/1547 newspaper readers/1271 print, 752
online, 476 reading both print and online

27. 39%
42%
40%
41%
40%
42%
41%
32%
25%
42%
33%
31%
Print - Quality
Print - Midmarket
Print - Popular
Online - Quality
Online - Midmarket
Online- Popular
Very interested Extremely interested
Newspaper readers are more interested in news
Q1c. How interested, if at all, would you say you are in news? Base: 2078 UK internet users
interested in news/1547 newspaper readers/385 quality print , 353 online/540 midmarket print,
338 online/ 505 popular print, 151 online

28. 71%
53%
49%
44%
44%
37%
31%
28%
22%
20%
20%
11%
News about the UK
International news
Local news about my town or city
News about my region
News about the economy
News about the UK politics
Sports news
Health and education news
Science and technology news
Business and financial news
Entertainment and celebrity news
Arts and culture news
Top interest areas reflect newspaper coverage
Q2. Which of the following types of news is most important to you? Please choose 5.
Base: 2078 UK internet users interested in news/1547 newspaper readers/385 quality print , 353
online/540 midmarket print, 338 online/ 505 popular print, 151 online
Popular print +5
Quality print +12
Popular print +10
Popular print +11
Quality online +23
Quality online +9
Quality print +12
Popular print/online +11
Quality online +13
Quality online +11
Popular online +16
UK average

29. 71%
65%
57%
56%
40%
38%
30%
27%
26%
22%
22%
13%
News about the UK
International news
News about the UK politics
News about the economy
News about my region
Local news about my town…
Health and education news
Sports news
Business and financial news
Arts and culture news
Science and technology news
Entertainment and celebrity…
Top interest areas for quality newspaper readers
Q2. Which of the following types of news is most important to you? Please choose 5.
Base: 2078 UK internet users interested in news/1547 newspaper readers/385 quality print , 353 online
68%
63%
60%
50%
28%
33%
30%
26%
29%
24%
33%
15%
Quality - Print Quality - Online

30. 74%
55%
45%
49%
39%
40%
25%
29%
22%
22%
28%
10%
72%
61%
48%
45%
44%
42%
31%
30%
24%
22%
20%
14%
News about the UK
International news
Local news about my town…
News about the economy
News about my region
News about the UK politics
Sports news
Health and education news
Business and financial news
Science and technology news
Entertainment and celebrity…
Arts and culture news
Top interest areas for mid-market
newspaper readers
Q2. Which of the following types of news is most important to you? Please choose 5.
Base: 2078 UK internet users interested in news/1547 newspaper readers/540 midmarket print , 338 online
Midmarket - Print Midmarket - Online

31. 76%
59%
55%
49%
45%
42%
31%
28%
24%
15%
14%
6%
News about the UK
Local news about my town…
News about my region
International news
News about the economy
Sports news
News about the UK politics
Entertainment and celebrity…
Health and education news
Science and technology news
Business and financial news
Arts and culture news
Top interest areas for popular newspaper readers
Q2. Which of the following types of news is most important to you? Please choose 5.
Base: 2078 UK internet users interested in news/1547 newspaper readers/505 popular print ,151 online
73%
44%
48%
41%
46%
42%
40%
36%
24%
20%
13%
8%
Popular - Print Popular - Online

32. 33%
16%
38%
36%
16%
41%41%
20%
44%45%
20%
49%
Politics Entertainment and
celebrity news
International news
% extremely/very interested
UK average Print newspapers
Online newspapers Print + online newspapers
Interest in news topics is strongest among
multiplatform newspaper readers
UK4A. How interested would you say you are in politics? Base: 2078 UK internet users interested in news/1547
newspaper readers/1271 print, 752 online, 476 reading both print and online

33. 33%
16%
38%
52%
10%
58%58%
12%
56%
40%
18%
44%
37%
24%
39%
26%
21%
32%
38%
29%
36%
Politics Entertainment and
celebrity news
International news
% extremely/very interested
UK average Print - Quality Online - Quality
Print - Midmarket Online - Midmarket Print - Popular
Quality readers highly interested in politics/international;
online mid/popular title readers enjoy celebrity
UK4A. How interested would you say you are in politics/entertainment and celebrity/ international news?
Base: 2078 UK internet users interested in news/ 385 quality print , 353 online/540 midmarket print, 338
online/ 505 popular print, 151 online

34. 72%
52%
27%
25%
16%
10%
9%
7%
84%
76%
36%
31%
17%
16%
15%
14%
75%
66%
29%
38%
29%
29%
21%
25%
Radio, TV broadcast/online/apps
National newspapers print/online/app
Local newspapers print/online/app
Friends, relatives or colleagues
Social media eg Facebook and Twitter
Online specialist sites or political blogs
Email newsletters/alerts
Political magazines /online /app
UK average Quality - print Quality - online
Newspaper readers use more sources, more heavily, for
political news, peaking among online quality audience
UK4B. Which, if any, of the following sources of information do you use to keep up with political and
government issues? Base: 1924 UK internet users interested in politics/ 376 quality print , 346 online

35. 14%
38%
10%
14%
10%
5%
5%
3%
8%
28%
59%
21%
28%
24%
12%
12%
7%
21%
Sent email about political candidate/issue
Signed online petition
Posted views on news site
Posted views on social media site
Joined campaign via social media
Used internet to organise/find meeting/event to
attend
Contributed money to a political party/cause
Used internet to volunteer for a political activity
Followed a politician/party on Twitter/subscribed to
Facebook page
UK average Quality - online
Digital quality newspaper readers
are the most politically active online
UK4C. In which, if any, of the following ways have you used the internet in the last year to get more involved in
politics or express a political opinion? Base: 1924 UK internet users interested in politics/ 346 quality online

36. Frequency of accessing news

37. 46%
42%
25%
23%
18%
12%
10%
48%
59%
28%
29%
26%
15%
14%
42%
49%
34%
34%
32%
19%
11%
Radio, TV broadcast/online/apps
National newspapers print/online/app
Friends, relatives or colleagues
Social media eg Facebook and Twitter
Celebrity/Entertainment magazines /online /app
Local newspapers print/online/app
Online specialist sites or entertainment blogs
UK average Midmarket - online Popular - online
Newspapers are the main source of celebrity news for
mids & pops readers, who also use social media more
UK5B. Which, if any, of the following sources of information do you use to keep up with entertainment
and celebrity news? Base: 1528 UK internet users interested in ent/celebrity news/ 274 midmarket online/127
popular online

38. 58%
61%
67%
70%
28%
26%
23%
21%
UK average
Print newspapers
Online newspapers
Print + online newspapers
Several times a day Once a day
Newspaper readers access news more frequently
Q1b. Typically, how often do you access news? Base: 2078 UK internet users interested in
news/1547 newspaper readers/1271 print, 752 online, 476 reading both print and online

39. 70%
63%
57%
73%
68%
60%
21%
26%
29%
20%
22%
28%
Print - Quality
Print - Midmarket
Print - Popular
Online - Quality
Online - Midmarket
Online- Popular
Several times a day Once a day
Newspaper readers access news more frequently
Q1b. Typically, how often do you access news? Base: 2078 UK internet users interested in news/1547 newspaper
readers/385 quality print , 353 online/540 midmarket print, 338 online/ 505 popular print, 151 online

40. 0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
First thing
in the
morning
Later in the
morning
Lunchtime Afternoon Early
evening
Late
evening
Last thing
at night
Nearly half of multi-platform newspaper
readers access news throughout the day
Print newspapers Online newspapers
UK2. When do you typically access the news? Base: 2078 UK internet users interested in news/1547 newspaper
readers/1271 print, 752 online, 476 reading both print and online
48% print +
online readers
access throughout
the day

41. 0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
First thing in the morningLater in the morningLunchtime Afternoon Early evening Late eveningLast thing at night
Nearly half of multi-platform newspaper
readers access news throughout the day
% throughout the day
UK average Print newspapers Online newspapers Print + online newspapers
UK2. When do you typically access the news? Base: 2078 UK internet users interested in
news/1547 newspaper readers/1271 print, 752 online, 476 reading both print and online
48%
45%
39%
37%

42. 91%
27%
33%
92%
27%
37%
92%
35%
40%
92%
37%
44%
Home Work/place of study Out and about
UK average Print newspaper
Online newspaper Print + online newspaper
Multiplatform newspaper readers are
most likely to access news out of home
UK3A. Where were you when you looked at/listened to the news over the last few days? Base: 2078 UK internet
users interested in news/1547 newspaper readers/1271 print, 752 online, 476 reading both print and online

43. Sources of news

44. average
4.87
TV
programmes/
bulletins
24 hour TV
Radio
Magazines
Print
newspapers
Newspaper
websites
News
magazine
websites
TV/Radio
websites
ISP/
aggregator
Social
media
Blogs
Multi-platform newspaper readers use
more types of media to access news
Total sample
average = 3.7
types of media

45. Multi-platform newspaper readers
use more brands to access news
4UK average
brands/sources
5Print
newspaper
readers
6Online
newspaper
readers
7Multiplatform
newspaper
readers

46. 69%
46%
37%
74%
46%
40%
67%
48%
42%
73%
53%
46%
Television programmes/
bulletins
24 hour news TV Radio
UK average Print newspapers
Online newspapers Print + online newspapers
Print + traditional TV bulletin combination persists
Q3. Which, if any, of the following have you used in the last week as a source of news? Base: 2078 UK internet
users interested in news/1547 newspaper readers/1271 print, 752 online, 476 reading both print and online

47. 45%
23% 24%
45%
22%
24%
61%
34% 32%
62%
32% 32%
TV/radio websites Social media & blogs ISP/aggregator
UK average Print newspapers
Online newspapers Print + online newspapers
Online newspaper readers more
active on other digital sites
Q3. Which, if any, of the following have you used in the last week as a source of news? Base: 2078 UK internet users
interested in news/1547 newspaper readers/1271 print, 752 online, 476 reading both print and online

48. 41%
15%
35%
10%
44%
22%
27%
8%
30%
10%
52%
23%
34%
13%
45%
18%
TV
Print
Online
Digital newspapers
UK average
Print newspapers
Online newspapers
Print + online
newspapers
Digital newspapers are challenging TV as the main
source of news for online newspaper readers
Q4. You say you’ve used these sources of news in the last week, which would you say is MOST IMPORTANT or
which would you say is your MAIN source of news.Base: 2055 accessing news last week/1268 print newspapers
/750 online newspapers/476 print + online newspapers

49. 36.0
25.7
23.8
27.6
18.6
20.7
19.2
19.3
38.7
26.9
25.8
26.6
19.4
20.6
20.6
21.3
35.3
26.5
23.2
33.8
20.1
24.4
22.5
19.9
37.8
28.7
24.8
32.7
19.4
22.8
24.0
20.9
TV Radio Print Computer Mobile Tablet E-reader Smart TV
Minutes per typical day
UK average Print newspapers
Online newspapers Print + online newspapers
Time spent daily by users of each news source
UK1_1. On a typical day, how much time do you spend accessing news on EACH of the following?
Base: all using each medium

50. 36.0
25.7
23.8
27.6
18.6
20.7
19.2
19.3
41.6
35.5
28.3
29.8
19.0
25.0
23.2
20.1
37.0
26.5
26.3
27.1
18.5
21.0
20.2
22.0
38.4
21.6
27.6
23.0
20.5
19.4
20.1
23.3
TV Radio Print Computer Mobile Tablet E-reader Smart TV
Minutes per typical day
UK average Print - Quality Print - Midmarket Print - Popular
Time spent daily by users of each news source
UK1_1. On a typical day, how much time do you spend accessing news on EACH of the following?
Base: all using each medium

51. 36.0
25.7
23.8
27.6
18.6
20.7
19.2
19.3
34.5
28.6
23.5
38.7
20.5
25.2
16.7
15.6
33.4
24.2
22.9
35.4
19.3
24.0
18.5
19.5
33.4
25.1
23.6
30.3
22.8
23.7
24.0
26.1
TV Radio Print Computer Mobile Tablet E-reader Smart TV
Minutes per typical day
UK average Online - Quality Online - Midmarket Online - Popular
Time spent daily by users of each news source
UK1_1. On a typical day, how much time do you spend accessing news on EACH of the following?
Base: all using each medium

52. How are people using online news?

53. 39%
32%
24%
14%
14%
13%
53%
49%
29%
21%
21%
19%
Looked at a list of news headlines (for example on
the front page of a news website or email)
Read longer news stories or articles
Watched a live TV news channel online
Used an “app” on my smartphone to access the
news
Looked at short video news clips online
Listened to a live radio news channel online
UK Average Online newspaper readers
Digital newspapers drive stronger
engagement with multimedia news
Q11. 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: 2078 accessing news last week/1271 Print newspapers/752 online
newspapers/476 print + online newspapers

54. 13%
13%
11%
10%
9%
6%
4%
14%
20%
16%
13%
14%
11%
6%
Watched a TV news bulletin or news programme
via a „catch up‟ online service
Looked at a sequence or gallery of pictures about
news
Followed a LIVE news page within a website
Listened to a radio news or current affairs
programme via via a „catch up‟ online service
Used an “app” on my tablet to access the news
Read a news blog
Viewed a news graphic (infographic)
UK Average Online newspaper readers
Digital newspapers drive stronger
engagement with multimedia news
Q11. 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: 2078 accessing news last week/1271 Print newspapers/7 52 online newspapers/476 print
+ online newspapers

55. The importance of trust and
brands in the digital environment

56. 79%
78%
60%
21%
11%
9%
8%
UK broadcaster sites
Newspaper website you use most regularly*
UK newspaper sites
News providers outside UK
News related blogs
Twitter
Facebook
Newspaper brands are highly trusted in the digital
environment, especially among readers of the brand
Q UK9A. Thinking about the types of sites, mobile sites or apps where you get news online, how
trustworthy do you find the news content of the following? % answering very/quite trustworthy.
Base: 2078 UK internet users interested in news/752 online newspaper readers
*Base = online newspaper readers

57. 77%
16%
86%
13%
89%
12%
I tend to access news from sites
that I know and trust
I don‟t really notice which sites I
am using, I just look at the news
that interests me
UK average Online newspapers Print + online newspapers
Known and trusted newsbrands provide strong
motivation for multiplatform users
Q9 Thinking about the different kind of news available to you online… To what extent do you agree or
disagree with each of the following statements - % agreeing. Base: 2078 UK internet users interested in
news/752 online newspaper readers, 476 reading both print and online

58. 77%
16%
86%
10%
86%
12%
84%
19%
I tend to access news from sites
that I know and trust
I don‟t really notice which sites I
am using, I just look at the news
that interests me
UK average Online - Quality Online - Midmarket Online - Popular
Digital newspaper readers place more importance
on known and trusted sites
Q9 Thinking about the different kind of news available to you online… To what extent do you agree
or disagree with each of the following statements - % agreeing. Base: 2078 UK internet users
interested in news/752 online newspaper readers, 353 quality, 338 midmarket, 151 popular

59. 34%
24%
18%
17%
50%
26%
27%
26%
50%
29%
24%
23%
44%
26%
26%
26%
Directly via a branded news website, mobile
site or app
General search engine like Google or Bing
Alerted by friends, colleagues or family
Social network like Facebook or Twitter
UK average Online - Quality Online - Midmarket Online - Popular
Digital newspaper readers are most likely to go
directly to a newsbrand site
Q10.Thinking about how you FIND news online, which are the main ways that you come across
news stories? (Please choose up to five) Base: 2078 UK internet users interested in news/752
online newspaper readers, 353 quality, 338 midmarket, 151 popular

60. 17%
10%
8%
7%
19%
12%
11%
12%
18%
10%
11%
8%
23%
22%
16%
8%
Website or mobile site that aggregates news
links – such as MSN, Huffington Post or
Yahoo
Specialist news search engine like Google
News
News alert (web or mobile)
Email newsletter
UK average Online - Quality Online - Midmarket Online - Popular
Other sources
Q10.Thinking about how you FIND news online, which are the main ways that you come across
news stories? (Please choose up to five). Base: 2078 UK internet users interested in news/752
online newspaper readers, 353 quality, 338 midmarket, 151 popular

61. Sharing news

62. Digital newspaper readers are over
150%more likely to share a news story
on social networks or participate
in news coverage
UK8B Have you passed on a link to an online news story, video etc. via email, social networking or other means?
UK8C. Where shared? Q13. During an average week in which, if any, of the following ways do you share or
participate in news coverage? Base: 2078 UK internet users interested in news/752 online newspaper readers

63. • Print readers are fairly typical of total sample in use of social media
• But online and multi-platform newspaper readers are more engaged
in social media – especially Facebook, Twitter and YouTube
• Online newspaper readers are more likely to share news – 28%
passed on a link to news story last week versus 18% average
– Higher among quality newspaper readers online, 40%
• Digital newspaper readers are more likely than average to
participate, vote, comment and talk online/face to face about news
to friends and family
• Readers of quality digital titles interact most – under a fifth don‟t
share or participate in news coverage in a typical week compared
with 37% of total sample
Digital newspaper readers are
more likely to share via social media

64. 18%
28%
UK average Online newspaper readers
Digital newspaper readers more
likely to share links to news
UK8B. Thinking about how you share news, in the last week, have you passed on a link to
an online news story, video etc. via email, social networking or other means?
Base: 2078 UK internet users interested in news/752 online newspaper readers
56%
of people who
share news links
are digital
newspaper readers

65. 18%
40%
28%
UK average Online - Quality Online - Midmarket
Quality readers are the biggest
sharers of news links
UK8B. Thinking about how you share news, in the last week, have you passed on a link to an online news
story, video etc. via email, social networking or other means? Base: 2078 UK internet users interested in
news/752 online newspaper readers, 353 quality, 338 midmarket, (online popular base too small)

66. 10%
7%
5%
1%
16%
13%
8%
5%
Facebook
Email
Twitter
LinkedIn
UK average Online newspaper readers
Digital newspaper readers more likely to
share news links across all social media
UK8C. Through which of the following have you shared a link with others in the last week?
Base: 2078 UK internet users interested in news/752 online newspaper readers

67. 56%
40%
26%
3%
3%
1%
55%
44%
27%
5%
5%
2%
Facebook
Email
Twitter
LinkedIn
Google+
Reddit
UK average Online newspaper readers
Most people who share use Facebook – newspaper
readers slightly more likely to use other methods
UK8C. Through which of the following have you shared a link with others in the last week?
Base: 379 who passed on link/ 211 online newspaper readers

68. 44%
16%
11%
11%
10%
10%
7%
6%
50%
23%
18%
18%
15%
15%
13%
11%
Talk with friends/colleagues about a news
story (face to face, phone)
Talk with friends/colleagues online
Share a news story via social network
Vote in online poll via news site or/social
network
Comment on a news story in a social
network
Share a news story via email
Comment on a news story on a news
website
Rate (or Like) a news story
UK average Online newspaper readers
Digital newspaper readers much more likely to
interact with news stories
Q13. During an average week in which, if any, of the following ways do you share or participate in
news coverage? Base: 2078 UK internet users interested in news , 752 online newspaper readers

69. Paying for news

70. 54%
9%
5%
74%
10%
5%
51%
16%
9%
69%
16%
8%
Bought a printed
newspaper
Paid for digital news Likely to consider
UK average Print newspapers
Online newspapers Print + online newspapers
Half of online newspaper readers buy a printed
paper – and they are more prepared to pay for digital
Q6. Have you bought (paid for) a printed newspaper in the last week? Q7.Have you paid for DIGITAL
news content? Base: 2078 UK internet users interested in news/1547 newspaper readers/1271
print, 752 online, 476 reading both print and online. Q7bHow likely or unlikely would you be to pay IN
THE FUTURE. Base: 1906/1161 print/649 online/409 print + online

71. 23%
8%
8%
6%
6%
39%
15%
17%
15%
5%
29%
9%
9%
11%
8%
26%
10%
7%
10%
10%
If I am no longer able to access suitable digital
news sources for free
A news brand I trust
Distinctive journalism I can‟t find anywhere else
Writers and columnists that I like
Special offers/activities/events/clubs not available
to non-paying readers
UK average Online - Quality Online - Midmarket Online - popular
Main motivations to pay for digital news are
stronger for newspaper readers
UK18. You said that you don’t currently pay for digital news, but what might motivate you to
PAY in the future for DIGITAL news sources that you like? Base: 1884 not paying for digital/
1144 print newspapers,635 online, 398 print + online

72. Higher consideration of payment for tablet
news among digital newspaper readers
12%
16%
13%
21%
Mobile Tablet
More willing to pay for news than via PC/laptop
UK average Online newspaper readers
Base: 585 who have accessed news via a mobile in the last week/284 online newspaper
readers/331 who have accessed news via a tablet in the last week /171 online newspaper readers

73. All figures, unless otherwise stated, are from YouGov Plc. Total sample
size was 2078 adults. Fieldwork was undertaken 29th January - 6th
February 2013. The survey was carried out online. The figures have
been weighted and are representative of all GB adults (aged 18+).
Sample & Method

74. • Total UK population internet users interested in news = 47,985,400
– Total population = 63,047,162
– Internet population = 52,731,209
– 9% not interested
Sample definition & size