People News Key themes from Digital News Report

People & News Key themes from Digital News Report 2013 In partnership with 1

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

Background and objectives • This study has been commissioned to understand how news is currently being consumed globally with a particular focus on digital news consumption and devices used to access the news. • Core questions were asked in France, Germany, Denmark, Spain, Italy, Japan, Brazil and the US as well as the UK to a nationally representative audience to provide an international comparison. • This is a study for the Reuters Institute made possible with the assistance of the following organisations and also academic partners from the Hans Bredow Institute, Hamburg, Roskilde University, Denmark and the School of Journalism at the Paris Institute of Political Science, Website: digitalnewsreport. org 3

Methodology • The research was conducted online in January and early February 2013. • The data was weighted to targets set on age and gender, region, newspaper readership and social grade to reflect the total population. The sample is reflective of the population who have access to the internet. • A comprehensive online questionnaire was designed with input from all stakeholders to capture all aspects of news consumption. Starting sample Non-news users Final sample Total population Internet penetration UK 2308 9% 2078 63, 047, 162 84% Germany 1099 3% 1062 81, 305, 856 83% Spain 1016 4% 979 47, 042, 984 67% Italy 1003 4% 965 61, 254 58% France 1016 4% 973 65, 630, 692 80% Denmark 1024 2% 1007 5, 543, 453 90% US 2170 7% 2028 313, 847, 465 78% Brazil* 1003 2% 985 193, 946, 886 46% Japan 1004 2% 978 127, 368, 088 80% Country *Please note that Brazil is representative of an urban population rather than a national population as such the internet penetration is likely to be higher than stated above, which must be taken into consideration when interpreting results. Source: Internet World Stats http: //www. internetworldstats. com population estimate 2012 4

Focus for today § Speed of the multiplatform revolution – moving beyond the PC § The role of brands in a world where audiences are increasingly able to exercise control over what and where they consume news § What these changes mean for media companies and the future of journalism 5

Digital News Report 2013 AGE OF MULTIPLATFORM

Growth news access via tablet News usage on a tablet has increased significantly over the past ten months** Tablet usage for news 2012 2013 25% 13% Denmark 16% 11% 8% US 6% UK France 10% 5% Germany Q 8 a/Q 8 b Which, if any, of the following devices have you used to access news in the last week? Base: All markets UK (n=2078) US (n==2028) Spain (n=979) Japan (n=978) Italy (n=965) Germany (n=1062) France (n==973) Denmark (n=1007) Urban Brazil (n=985) ** These figures are not totally comparable because we routed the questions slightly differently last year and the list of devices was more detailed this year. They are however consistent with log files of news organisations that show a sizeable increase in traffic from tablets 7

Access via different devices Computers are the most prevalent device for accessing news across countries. Smartphones and tablets are also now significantly used for news. Computer Smartphone Tablet E-reader 71% 67% 29% 28% 16% 2% UK 2% US Q 8 a/Q 8 b Which, if any, of the following devices have you used to access news in the last week? Base: All markets UK (n=2078) US (n==2028) Spain (n=979) Japan (n=978) Italy (n=965) Germany (n=1062) France (n==973) Denmark (n=1007) Urban Brazil (n=985) 8

Access via different devices Computers are the most prevalent device for accessing news across countries. Smartphones and tablets are also now significantly used for news. Denmark has the highest level of smartphone and tablet access. Computer Smartphone Tablet E-reader 67% 58% 43% 29% 25% 16% 2% UK 1% Denmark Q 8 a/Q 8 b Which, if any, of the following devices have you used to access news in the last week? Base: All markets UK (n=2078) US (n==2028) Spain (n=979) Japan (n=978) Italy (n=965) Germany (n=1062) France (n==973) Denmark (n=1007) Urban Brazil (n=985) 9

Multiplatform access is becoming mainstream 10

Smartphone and tablet news user demographics Smartphones are still more popular with younger age groups. Tablets are used equally through age groups but with a significant bulge with the 35 -44 group. 75% of tablet users are ABC 1 (same as last year). Smartphone news users skew heavily male Computer, smartphone and tablet by age 18 -24 78% 68% 70% 75% 25 -34 35 -44 45 -54 55+ 70% 51% 53% 41% 25% 24% 13% Computer Smartphone Q 8 a /Q 8 b Which, if any, of the following devices do you ever use f or any purpose? /Which, if any, of the following devices have you used to access news in the last week? Base: All (n=2078) 17% 16% 16% Tablet 11

Frequency of access grows with devices Tablet and smartphones are extending the range of access points and increasing the frequency with which people access news. The more devices, the more you consume …. United Kingdom Device Several times a day ALL News users 58% Computer users 65% Smartphone users 68% Tablet users 70% Smartphone +Tablet 83% All three 86% Q 1 b: Typically, how often do you access news (in any way). Base: UK (n=2028) REUTERS INSTITUTE DIGITAL NEWS REPORT 2013 12

Smartphones and tablets - differences Mobiles are used most for quick updates during the day. Consumers agree that tablets offer more in depth news and better experience for accessing news. Mobile Tablet 79% 62% 42% 19% Quick news updates In depth news UK 7 a/b You’ve told us that you read news on a MOBILE/TABLET. With that in mind, please could you tell us how much you agree or disagree with the following statements: Base US : Read news on a mobile (n=583); Read news on a tablet (n=329) % net agree 13

Digital users ALSO consume via traditional platforms Tablet and smartphones are in general not replacing other ways of consuming news. Instead they are extending the range of access points and increasing the frequency with which people access news 82% TV News 60% Newspapers 45% Radio Q 3: Which, if any, of the following have you used in the last week as a source of news? Base: All markets (n=11004) Tablet users (n=2726) 14

When do you access news? (Age) Typically consumers access news first thing in the morning or early evening. Younger people tend to access in a more even way throughout the day. Older people follow the breakfast, lunch and early evening (42%) peaks far more compared with the young (21%). When do you typically access the news? (by age) All 60% 18 -24 25 -34 35 -44 45 -54 55+ 50% 40% 30% 20% 10% 0% First thing in the morning Later in the morning Lunchtime Afternoon Early evening Late evening Last thing at night UK 2 When do you typically access the news? Base: UK=2078 18 to 24 (n=269) 25 to 34: (n=286) 35 to 44: (n=321) 45 to 54 (n=383) 55+ (n=819 ) 15

Divided nation (UK): Young prefer online, old prefer television news In our UK sample of Internet users we can see a clear platform preference divide. For under 45’s – almost half the adult population - the Internet is now the MAIN source of news as well as their most frequently accessed. For over 45’s it remains TV with other traditional sources remaining important. MAIN source of news by age 18 -24 52% 25 -44 45 -54 55+ 53% 49% 24% 57% 28% 12% Online TV Q 4: You say you’ve used these sources of news in the last week, which would you say is your MAIN source of news? Base: (UK=2078) 16

Divided nation (UK): Young prefer online, old prefer television news In our UK sample of Internet users we can see a clear platform preference divide. For under 45’s – almost half the adult population - the Internet is now the MAIN source of news as well as their most frequently accessed. For over 45’s it remains TV with other traditional sources remaining important. MAIN source of news by age 18 -24 52% 25 -44 45 -54 55+ 53% 49% 24% 57% 28% 12% Online TV Q 4: You say you’ve used these sources of news in the last week, which would you say is your MAIN source of news? Base: (UK=2078) 17

Digital News Report 2013 BRAND TRUST

The enduring power of traditional brands …. The UK has the strongest traditional news brands of our surveyed countries. Aggregators/pure players have made the most impact in Japan Traditional news brand 87% 85% 81% Aggregators Social Media&Blogs 80% 74% 78% 74% 71% 65% 57% 41% 32%31% 44% 48% 56% 47% 44% 43% 32% 38% 30% 43% 31% 30% 22% UK Denmark Spain Urban Brazil Italy US France Germany Japan Q 5: Which, if any, of the following have you used to access news in the last week? Base: Online users in each market (UK=1534 ; US=1470; Germany=698 ; France=658 Denmark=816 ; Urban Brazil=892; Italy = 775; Spain=776; Japan = 831) 19

Online news: Traditional brands vs new sources UK Germany Spain Italy France Denmark US Brazil Japan Broadcast news brands 45% 20% 36% 31% 18% 35% 42% 38% Newspaper brands 35% 25% 42% 37% 26% 54% 31% 37% 26% Newer brands (Huff. Post, Yahoo) 24% 28% 25% 38% 26% 18% 41% 43% 66% Social media, blogs 23% 21% 35% 20% 33% 32% 51% 25% Q 3: Which, if any, of the following have you used in the last week as a source of news? Base: All markets UK (n=2078) US (n=2028) Spain (n=979) Japan (n=978) Italy (n=965) Germany (n=1062) France (n =973) Denmark (n=1007) Urban Brazil (n=985) 20

Finding news – the role of brand Brand is the primary gateway to news in the UK … Brand Search Social 45% 34% 24% 17% UK 16% 14% France Q 5: Which, if any, of the following have you used to access news in the last week? Base: Online users in each market (UK=1534 ; US=1470; Germany=698 ; France=658 Denmark=816 ; Urban Brazil=892; Italy = 775; Spain=776; Japan = 831) 21

Finding news – the role of brand Brand is the primary gateway to news in the UK, but in France, Germany and Italy it is search … Brand Search Social 45% 34% 24% 17% UK 16% 14% France Q 5: Which, if any, of the following have you used to access news in the last week? Base: Online users in each market (UK=1534 ; US=1470; Germany=698 ; France=658 Denmark=816 ; Urban Brazil=892; Italy = 775; Spain=776; Japan = 831) 22

Social media is becoming a mainstream way of finding news United Kingdom UNDER 45 s OVER 45 s 39% 31% 24% 27% 9% Brand Search Social Q 10 : Thinking about how you FIND news online, which are the main ways that you come across news stories? Base: UK (n=2078) 23

Trust in different sources of news UK broadcasters are considered the most trustworthy sources of news with a third of the UK claiming that they are “very trustworthy”. At the other end of the spectrum, blogs and social media sites are considered the least trustworthy. Sites from UK broadcasters 79% Sites from UK newspapers 60% Ex UK news providers News related blogs Facebook Twitter 21% 11% 8% 9% Q 9 a Thinking about the types of sites, mobile sites or apps where you get news online, in broad terms how trustworthy do you find the news content of the following? Base: UK=2078 % saying very or extremely trust worthy 24

The role of brand on mobile 25

Some brands do better on smartphones Brands that have a reputation for breaking news do better on smartphones. Aggregator brands than have grown up with advantages of browser tie-ins are losing out in the US and UK BRAND COMPUTER MOBILE GAIN/LOSS TABLET Sky News 15% 25% +10% 21% CNN 16% 19% +3% 16% TF 1 10% 16% +6% 14% Yahoo (US) 37% 25% -12% 27% Yahoo (UK) 20% 8% -12% 9% MSN (US) 14% 10% -4% 10% Q 8 c : You say you access news via a Computer, /mobile, tablet. When using that device which of the following news sources have you used in the last week ? Base various 26

The role of brand on smartphones and tablets Branded icon on the home screen is the main way of accessing news – not an aggregator. Smartphone 50% Younger age groups are more comfortable accessing news via search engines than their older counterparts (28% of 18 -24 vs. 16% of over 55 s). Tablet 48% 25% 26% 15% 17% I mainly access news directly via a branded I mainly access news via a search engine, I access news using both methods about the link (logo) of a news provider social network or other brand that same aggregates news UK 12 A-B thinking specifically about when you look for news on a MOBILE/TABLET, which of the following statements most applies to you? Base: 612 All who have accessed news via a smartphone in the last week; 340 All who have accessed news via a tablet in the last week 27

Implications and recap § Polarisation of audience behaviour + Traditional media consumption still strong but digital natives hitting their stride § For most people digital media represents an additional layer extending the range of choices and locations. It is not yet replacing other forms of usage § Traditional brands in the UK are doing well compared with other countries § Even in a world of greater competition, quality and trust still matters for young and old 28

Digital News Report 2013 A closer look at newspaper brands in the digital world

Newspaper brand readers are leading the way MORE… ü ü Devices Sources Interest Engagement ü ü Time spent Sharing Interactive Experimental

Newspaper brands reach over three-quarters of the UK online audience interested in news 76% = 36. 5 accessed a newspaper in any format during the last week million readers Q 5 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

Youngest readers favour digital newspapers 76% 72% 68% 84% 80% 75% 76% 73% 64% 58% 57% 46% 49% 41% 39% 34% 31% 26% 18 -24 25 to 34 35 to 44 Read any newspaper last week 45 to 54 Print newspapers Q 5 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 55 -64 65+ Online newspapers

Young people more likely to read both print and online newspapers 27% 26% 21% 18 -24 25 to 34 18 -24 35 to 44 25 to 34 35 to 44 23% 20% 45 to 54 Q 5 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 55 -64 65+

The more devices people use, the more likely they are to access digital newspaper brands % accessing online newspaper brands last week One device 33 % Two devices 51 % Base: 2078 UK internet users interested in news/1949 using devices for any purpose Three devices 63 %

Ownership of tablets and smartphones increases reach of digital newspaper brands % accessing online newspaper brands last week 43% 52% Computer users Smartphone users Base: 2078 UK internet users interested in news/1405 using Computer to access news in last week, 585 using Smartphone/331 using. Tablet 55% Tablet users

Online newspaper readers more likely to have a smartphone, and use it for news 57% 54% 50% 41% 37% 31% UK average Online newspapers Use smartphone Print + online newspapers Use for news Q 8 a. Which, if any, of the following devices do you ever use for any purpose? Base: 2078 UK internet users interested in news Q 8 b. 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

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

Tablet use is higher among digital and multiplatform newspaper readers 35% 34% 28% 25% 24% 17% UK average Online newspapers Use tablet Print + online newspapers Use for news Q 8 a. Which, if any, of the following devices do you ever use for any purpose? Base: 2078 UK internet users interested in news Q 8 b. 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

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

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

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

Newspaper readers access news more frequently + Print + online newspapers 21% 70% Online newspapers 23% 67% Print newspapers 26% 61% UK average 28% 58% Once a day Several times a day Q 1 b. 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

Nearly half of multi-platform newspaper readers access news throughout the day 50% 48% print + 45% online readers access throughout the day 40% 35% 30% 25% 20% 15% 10% 5% 0% First thing in the morning Later in the morning Print newspapers Lunchtime Afternoon Early evening Late evening Last thing at night Online newspapers UK 2. 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

Multiplatform readers are more interested in news + Print + online newspapers 42% Online newspapers 42% Print newspapers 42% UK average 41% Very interested 37% 33% 29% 27% Extremely interested Q 1 c. 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

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

News Lovers read newspapers 83% = 8. 3 of News Lovers are newspaper readers million readers

Multi-platform newspaper readers use more types of media to access news TV programme s/ Total sample average = 3. 7 types of media bulletins Blogs 24 hour TV Social media ISP/ aggregat or average 4. 8 7 Radio Magazine s Print newspape rs TV/Radio websites News magazine websites Newspap er websites

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

Digital newspaper readers are over 150% more likely to share a news story on social networks or participate in news coverage UK 8 B Have you passed on a link to an online news story, video etc. via email, social networking or other means? UK 8 C. Where shared? Q 13. 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

Digital newspaper readers more likely to share links to news 28% 18% UK average 56% of people who share news links are digital newspaper readers Online newspaper readers UK 8 B. 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

Newspaper brands are highly trusted in the digital environment, especially among readers of the brand UK broadcaster sites 79% Newspaper website you use most regularly* 78% 60% UK newspaper sites 21% News providers outside UK News related blogs Twitter Facebook 11% 9% 8% *Base = online newspaper readers Q UK 9 A. 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

Summary for newspaper brands § Central, influential role § Massive audience – 76% of people interested in news § New and influential audiences - nearly half of 16 -24 news audience read digital newspapers, over a quarter read both print and digital - active news seekers who are hooked on news - digital audience 150% more likely to share online § Growth through devices - the more devices, the more newspaper brands are read - mobile for quick updates, tablets better than PC experience § Trusted destinations - 78% trust their digital newspaper brand - tablet & smartphone readers more likely to access brands

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