June 24 2013 12.50 | 00 Comments
Research from the Reuters Institute for the Study of Journalism (RISJ) at Oxford University has found that mobile phone are becoming the main to news for people on the move.
The report, which surveys news consumption habits in France, Germany, Denmark, Spain, Italy, Japan, Brazil, and the US, as well as the UK, found that audiences increasingly want news on any device, in any format, and at any time of day.
The report identifies 25-35 year olds as the age group most willing to pay for online news across all nine countries surveyed. Yet just over one in ten (11%) of online users of all ages who participated in the survey said they had paid for news in the last year – about one third higher than the average in the 2012 survey. The report says that this rapid increase can be partly explained by the relatively low starting base, but it highlights significant growth in the percentage of consumers who have paid for digital news in countries such as the UK, France, Germany, and US.
The survey also shows surprising national differences in the rate of online participation. The Spanish (27%), Italians (26%), and Americans (21%) were more than twice as likely to comment on a news story via a social network as the British (10%). Meanwhile urban Brazilians were five times more likely to comment on a news site than the Germans or Japanese surveyed, and nearly half (44%) shared a news story on a weekly basis via a social network, with around one third (32%) doing so by email.
Of those who are not currently paying, across all the countries more than one in ten (14%), on average, said they were ‘very likely’, or ‘somewhat likely’, to pay for digital news in the future.
The way that people are consuming and commenting on news is having a defining effect on public relations. Many organisations are going to have to realign their engagement and outreach work, and spend more time listening and learning.
If you would like a copy of the report then with thanks to @NicNewman you can download a copy from my Scribd account below.