Consumers embrace both print and online

16 February 2010

Newspaper websites are complementing rather than replacing print editions in Australia, according to a study from Newspaper Works.

The report found that 80% of respondents use online for quick news and information where as print editions offered 75% for a more ‘relaxed’ experience. It also found that the instant nature of the internet meant websites were used for up-to-date coverage as opposed to print’s ability to help expand knowledge.

Elsewhere, the study concluded that newspapers and their websites attracted to double the consumption of free-to-air TV and radio. Print was favoured for topics that attract more investment such as motoring and real estate while online was more popular in subjects where information is highly valued. Finally, Australian newspaper brands attracted the same attributes as traditional and contemporary brands from Cadbury to Google.

Josh Colley, London