Submitted by: Ulbe Jelluma 15/11/2015
The latest results from the IPA Touchpoints 6 survey show the importance of the Sunday newspaper in the UK. Readers spend an hour and twenty minutes reading the Sunday edition. The IPA survey shows more interesting and indeed eye-opening facts about newspaper readership.
In the UK, readers are devoting well over an hour reading their print newspaper, with men spending even more time: 74 minutes vs 70 minutes for women. These results are yet another sign of the continuous popularity of newspapers. Even in the country that is in Europe the most advanced when it comes to the use and the time spend on digital media.
Sunday newspapers hold the attention of readers for even longer, even during the week. People are reading the Sunday newspaper during the week and they will spend another 49 minutes.
Print newspapers have evolved to strong newsbrands, not only the printed version engages readers for a more than an hour, reading the titles on other devices also represents a considerable time. For example the time spend on reading newspapers on a tablet has increased from 45 minutes to 51 minutes a day, 49 minutes on desktop and 46 minutes on mobile (all data for adults). Young people (18-34 years) have a different usage pattern as they spend 45 minutes reading the print version, 52 on a desktop and 46 minutes on a mobile device.
To put these data into perspective we've looked at the data from Germany, also a country with a high popolarity of newspapers. As the set-up of the survey is not identical and the data date back from 2012, these figures can only show some comparison.
During the weekends time spend reading newspapers in Germany is 44 minutes, during the week the average accross all ages is 39 minutes. As in the UK, men read sligthly longer than women; 40 vs 38 minutes during the week. Germans 50 years and older spend most time reading newspapers with on average 47 minutes during the week and 54 minutes during the weekend.
As newspapers, certainly in the UK, are becoming increasingly newsbrands, the distinction between the different channels, platforms and devices is diminishing. Readers get their news in different ways, often from the same newsbrand, but via different channels. And the print channels remains one of the most important as can be noticed from the data above.