Trend toward multichannel use: 4 out of 5 also read newspapers digitally
More than a quarter of all readers already read the newspaper via three channels, and 41 percent want to use three offerings in the future. 88 percent of those under 30 are willing to pay for high-quality journalism.
In a study, the German cross-media marketing group Score Media Group examined the preferred forms of use and expectations of the regional daily newspaper.
Any time, any place, always up to date - the regional daily newspaper is increasingly being used on a growing number of different devices and at flexible times and locations. Four out of five users surveyed already access newspaper content digitally, and young readers under 30 in particular appreciate the advantages of digital newspapers. Another trend is multi-channel use: more than a quarter already read the newspaper via three channels, and 41 percent want to use three offerings in the future. Across all age groups, consumers are particularly enthusiastic about contemporary e-paper offerings. These are the most striking results of the study "The Newspaper of the Future. In it, the Score Media Group examined the use and expectations of the regional newspaper - today and tomorrow.
E-paper as an entry point to consuming paid journalistic content
Which regional daily newspaper offers convince users? The study got to the bottom of this question by presenting an e-paper edition and a paid web version to previous non-users of the respective offer. Previous non-e-paper readers in particular quickly acquire a taste for the service. More than half of those surveyed are positively surprised after the presentation of an e-paper and report a "wow effect. In each case, more than 50 percent appreciate the option to re-read content at a later date. In addition, the user-friendliness, ease of use as well as the clarity and navigation, and the possibility of sharing the articles with others.
However, it is by no means only the paying subscribers to the print products who like it. The e-paper is also attractive to web users who have not been paying up to now - 44 percent can imagine using it additionally. In this way, the e-paper can also serve as a gateway to paid consumption of journalistic content on the Web and successfully bridge the gap between analog and digital use of paid content. In particular, the young target group of 18- to 29-year-olds would also like to use the e-paper in the future (66 percent).
