Digital news overtakes newspapers.


Accessing the news via the internet has become more popular in the UK than reading a newspaper, according to the country’s media regulator.

Ofcom’s latest News Consumption in the UK report found 41% of British news consumers use websites and apps to keep informed about current affairs while 40% read a newspaper, although TV news remains the main source for 75% of Britons.

While newspaper consumption recorded the same proportion of users as last year, internet usage for news grew significantly from the 32% observed in 2013.

Meanwhile, radio news consumption grew modestly by one point to 36% while magazines fell one point to 5% of consumption.

Ofcom’s survey of 2,731 UK adults pointed to the influence of the news choices made by younger people, who appear to be driving these changes.

Some 60% of younger Britons aged 16 to 24 use websites or apps to access the news, up from 44% in 2013, while 40% use a mobile phone and 15% use a tablet. By contrast, only 15% of over-55s use a mobile phone and just 7% use a tablet.

The two generations also diverge over the amount of news they watch on TV – the over-55s watch an average of 196 hours of TV news each year, compared to just 27 hours for 16-24 year olds, and a national average of 115 hours a year.

Furthermore, almost two-thirds (65%) of over-55s name a TV channel as the most important source of news, compared to just 36% of 16-24 year olds.

Younger people are also less likely to follow the news, Ofcom found, with about 10% of 16-24 year olds saying they don’t catch up with the news, compared to 5% of all adults and just 3% of over-55s.

Data sourced from Ofcom; additional content by Warc staff

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About Framework Marketing Group

Framework Marketing Group has access to and is able to provide a range of co-ordinated creative thinkers…as and when you need them. It’s a marketing communications company with a toolbox of resources able to be used on an “on-demand” basis. The focus is on communication tools that evaluate brand strategies and interpret consumer behaviour to ensure a consistent and practical brand communications programme. Specifically: 1. Build strategic marketing plans: Understanding market data so strategic marketing plans have practical outcomes and communications to target markets are effective. 2. Communication audits From analysis of all messages – understand how customers really think and then recommend improvements to messages and media channel selection 3. Brand evaluations Establish how robust the brand equity is with each target market so communications to them is relevant 4. Integrate all communication channels Recommend an effective mix of communication channels to achieve economies of scale timing and content compatibility 5. Interpret market research Understand and fix gaps in market knowledge for consumers, customers and staff 6. Sales strategies Develop sales strategies from a foundation of core marketing platforms so all communications to market are complementary to each other
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