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Times up for print…Newspaper readers prefer online access…

Interesting research has come out of a report by the Association of Online Publishers. It highlights that a majority of newspaper readers prefer the convenience of online and say that content is much easier to access than print.

AOP’s Dual Consumption Survey, which looked at usage and attitudes across AOP member websites and their paper equivalents, found that 60% of newspaper readers found online faster for locating desired content and is more convenient than the print equivalent.

The preference was less marked for magazine readers, with 48% of respondents favouring the publications’ websites for ease of access.

The dominant theme of the research was that audiences trust the content brand over and above the medium by which it is delivered.

As many as 81% of newspaper respondents and 74% of magazine respondents considered the print and online platforms to be equally trustworthy, although the survey also showed 55% of newspaper respondents preferred the online version for convenience.

The survey was conducted with 26,926 people, across 37 AOP member sites. Members include the BBC, BSkyB, The Economist Group, Emap, FT.com and GCap Media.

[Via Brand Republic]

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