Wednesday, December 28, 2016
Report: Newspapers Still Matter
In total, newspapers reach 69% of the U.S. population each month.
According to the study, 81% of monthly newspaper readers engage with a print product. Some 51% read print exclusively.
MediaPost reports the remaining 49% reads a newspaper on at least one digital platform, with 30% reading both digital and print.
Only 5% gets their news from a Web site exclusively.
Traditionally, newspaper audiences tend to be more educated, affluent and older than non-newspaper readers, according to Nielsen. While the first two traits continue to be true, the expansion of digital media has attracted younger readers. As a result, the ages of newspaper readers more closely reflect the general population.
For example, millennials make up 25% of the U.S. population and now represent 24% of the total monthly newspaper readership.
However, newspaper readers on any platform are still more likely to be college graduates and have annual household incomes over $100,000 than non-readers. Digital newspaper paper readers are 49% more likely than the general adult population to be a college graduate and 43% more likely to have household incomes over $100,000.
Most digital newspaper readers are millennials, at 32% of the population. Print newspaper readers tend to be part of the baby-boomer generation, at 37% of the population.
Posted 3:45:00 AM