INSIGHTS News consumption in the US, UK & Nordics

Transcription

1 INSIGHTS 2017 News consumption in the US, UK & Nordics

2 03 Editorial 05 Paid online editorial content CONTENTS 15 Sources of news 29 Websites 39 About the study AudienceProject Insights

3 Social media threatens traditional sources of news Good news for the traditional media companies: They are still considered the most important sources of news. The bad news: Fake news and changing media habits among the young threaten that position. EDITORIAL When it comes to the most popular websites and particularly apps, the media companies originating from TV and newspapers are falling behind the new upcomers from the tech scene. But even though the traditional publishers are struggling in their transition to new devices and media habits, they are still seen as the main sources of news. At least if you consider online news sites as part of that equation. However, if you only look at printed newspapers and radio, we see that these sources of news have been surpassed by social media in most countries. Especially among the younger generations, social media is an important source of news. In the US, social media is now the primary source of news among the year olds. Looking at who are willing to pay for online editorial content, we see a surprisingly even distribution across age groups, but in general men are more inclined to pay for content than women. Furthermore, we see big differences across the countries with by far the highest rate of people paying for online editorial content in Norway, where 27% already pay for content and 6% consider to start paying. Fake news has been the hot potato for the last year and it seems like people have been affected. More than 40% of the Swedes say that they have less trust in online news sites and in the US, we see a similar distrust towards the news media. Rune Werliin Head of Marketing & AudienceProject AudienceProject Insights

4 AudienceProject Insights

5 PAID ONLINE EDITORIAL CONTENT Only a small minority of the online population in the US, UK and Nordics pays for online editorial content. In Norway though, we see that the willingness to pay for online editorial content is remarkably higher than in the other countries. AudienceProject Insights

6 AudienceProject Insights

7 Norway front runner for paid online editorial content [ How many pay for online editorial content ] US UK Denmark Sweden Norway Finland Yes Yes, but consider to stop No, but consider to start No Don t know AudienceProject Insights

8 Men more inclined to pay for online editorial content [ How many men and women pay for online editorial content ] 30% 21% 12% 15% 8% 18% 9% 17% 13% 24% 16% 13% US UK Denmark Sweden Norway Finland AudienceProject Insights

9 Both young and old pay for online editorial content [ How many in different age groups pay for online editorial content ] % 33% 30% 30% 23% 18% 20% 8% 7% 15% 14% 13% 7% 10% 13% 12% 15% 15% 14% 8% 10% 17% 20% 20% 14% 9% 16% 15% 15% 18% US UK Denmark Sweden Norway Finland AudienceProject Insights

10 Domestic news most popular paid content [ Which topics of online editorial content do people pay for ] Local news Domestic news International news Financial news Sport Entertainment Other US 45% 55% 42% 34% 33% 33% 6% UK 40% 45% 51% 32% 28% 28% 11% Denmark 28% 67% 64% 31% 21% 22% 17% Sweden 46% 61% 37% 19% 23% 21% 11% Norway 78% 45% 26% 9% 8% 9% 4% Finland 37% 51% 41% 33% 28% 17% 31% AudienceProject Insights

11 Most pay for e-papers and e-magazines [ Which types of online editorial content do people pay for ] E-papers / E-magazines Features / News Video Other Long reads US 42% 61% 34% 60% 6% UK 48% 49% 32% 31% 2% Denmark 57% 51% 19% 6% 6% Sweden N/A N/A N/A N/A N/A Norway 75% 52% 14% 4% 2% Finland 58% 29% 8% 16% 15% AudienceProject Insights

12 Potential paying customers interested in international news [ Which topics of online editorial content do potential paying customers want to pay for ] Local news Domestic news International news Financial news Sport Entertainment Other US 46% 48% 43% 24% 28% 44% 6% UK 35% 53% 54% 22% 27% 24% 11% Denmark 28% 71% 67% 14% 14% 17% 17% Sweden 54% 61% 53% 14% 17% 9% 11% Norway 58% 64% 52% 6% 6% 14% 4% Finland 24% 54% 44% 36% 21% 5% 31% AudienceProject Insights

13 Potential paying customers interested in news content [ Which types of online editorial content do potential paying customers want to pay for ] E-papers / E-magazines Features / News Video Other Long reads US 41% 50% 35% 53% 7% UK 50% 61% 35% 29% 3% Denmark 72% 60% 35% 9% 1% Sweden 56% 70% 23% 11% 4% Norway 55% 67% 53% 21% 1% Finland 49% 50% 35% 18% 10% AudienceProject Insights

14 AudienceProject Insights

15 SOURCES OF NEWS TV and online news sites are the main sources of news across all countries. However, when looking isolated at the young people, social media replaces TV as the main source of news along with online news sites. Printed newspapers and radio are mainly used by the older generations. AudienceProject Insights

16 TV most used and most important in the US [ How many use the following sources of news on a weekly basis and which is the main source of news ] Main source of news 60% 50% 40% TV 30% Online news sites 20% Social media 10% 0% Printed newspapers Radio Other 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Source of news used on a weekly basis AudienceProject Insights

17 TV and online news sites side by side in the UK [ How many use the following sources of news on a weekly basis and which is the main source of news ] Main source of news 60% 50% 40% 30% Online news sites TV 20% 10% 0% Social media Radio Printed newspapers Other 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Source of news used on a weekly basis AudienceProject Insights

18 TV most used but online news sites most important in DK [ How many use the following sources of news on a weekly basis and which is the main source of news ] Main source of news 60% 50% 40% Online news sites 30% TV 20% 10% 0% Other Printed newspapers Social media 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Radio Source of news used on a weekly basis AudienceProject Insights

19 Online news sites most important in SE [ How many use the following sources of news on a weekly basis and which is the main source of news ] Main source of news 60% 50% 40% Online news sites 30% 20% 10% 0% Other Printed newspapers Social media 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Radio TV Source of news used on a weekly basis AudienceProject Insights

20 Online news sites by far most important in NO [ How many use the following sources of news on a weekly basis and which is the main source of news ] Main source of news 60% 50% Online news sites 40% 30% 20% TV 10% 0% Social media Radio Printed newspapers Other 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Source of news used on a weekly basis AudienceProject Insights

21 Printed newspapers still used by the majority in FI [ How many use the following sources of news on a weekly basis and which is the main source of news ] Main source of news 60% 50% 40% Online news sites 30% 20% Printed newspapers TV 10% 0% Social media Radio Other 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Source of news used on a weekly basis AudienceProject Insights

22 Social media main source of news for young Americans [ What is the main source of news among the year olds ] TV Radio Printed newspapers Online news sites Social media Other Don t know US UK Denmark Sweden Norway Finland AudienceProject Insights

23 Traditional media companies behind most preferred websites for news [ Which online news sites are most preferred ] US UK Denmark Sweden Norway Finland 1. Cnn.com 1. Bbc.co.uk 1. Tv2.dk 1. Aftonbladet.se 1. Vg.no 1. Yle.fi 2. Foxnews.com 2. News.sky.com 2. Dr.dk 2. Dn.se 2. Nrk.no 2. Is.fi 3. Yahoo.com 3. Theguardian.com 3. Ekstrabladet.dk 3. Expressen.se 3. Aftenposten.no 3. Iltalehti.fi 4. Facebook.com 4. Dailymail.co.uk 4. Bt.dk 4. Svt.se 4. Dagbladet.no 4. Hs.fi 5. Google.com 5. Google.co.uk 5. Facebook.com 5. Omni.se 5. TV2.no 5. Ampparit.com 6. Nytimes.com 6. Yahoo.com 6. Politiken.dk 6. Svd.se 6. Sol.no 6. Mtv.fi 7. Msn.com 7. Facebook.com 7. Jyllands-posten.dk 7. Gp.se 7. Nettavisen.no 7. Aamulehti.fi 8. Youtube.com 8. Msn.com 8. B.dk 8. Facebook.com 8. Startsiden.no 8. Ts.fi 9. Bbc.com 9. Thesun.co.uk 9. Ni.dk 9. Google.se 9. Bt.no 9. Google.fi 10. News.google.com 10. Twitter.com 10. Msn.com 10. Sydsvenskan.se 10. Adressa.no 10. Facebook.com AudienceProject Insights

24 AudienceProject Insights

25 Trust in online news sites fallen drastically [ How has the trust in online news sites developed during the last year ] US UK Denmark 36% have less or much less trust 5% 10% 44% 20% 16% 6% 7% 31% 28% have less or much less trust 2% 55% 20% 11% 5% have less or much less trust 1% 3% 56% 20% 7% 13% Sweden Norway Finland 42% have less or much less trust 1% 3% 44% 28% 15% 9% 4% 28% 39% have less or much less trust 1% 57% 20% 7% 9% have less or much less trust 1% 3% 50% 27% 12% 7% Much more trust More trust No change Less trust Much less trust Don t know AudienceProject Insights

26 Large share of Americans willing to pay to get rid of ads [ How many are willing to pay to get rid of ads on online news sites ] US UK Denmark 25% are willing to pay 25% 62% 13% 9% 9% 10% are willing to pay 81% 10% are willing to pay 10% 74% 17% Sweden Norway Finland 15% are willing to pay 15% 66% 19% 15% 15% 7% are willing to pay 68% 18% are willing to pay 7% 81% 13% Willing to pay Not willing to pay Don t know AudienceProject Insights

27 Men most willing to pay to get rid of ads [ How many men and women are willing to pay to get rid of ads on online news sites ] 35% 15% 11% 7% 11% 8% 18% 11% 19% 11% 9% 5% US UK Denmark Sweden Norway Finland AudienceProject Insights

28 AudienceProject Insights

29 WEBSITES In both the US, UK and Nordics, Google and Facebook are considered the most important websites. Only Norway is the exception, where VG beats Google and takes the second place only surpassed by Facebook. Overall, the online population in the Nordics spend more time on news sites than in the US and UK. AudienceProject Insights

30 Two e-tailers in top ten in the US [ How many name the following websites as one of the three websites they least can do without ] 1 Google.com 29% 2 Facebook.com 27% 3 Amazon.com 17% 4 Yahoo.com 14% 5 Youtube.com 13% 6 Twitter.com 8% 7 Bing.com 7% 8 Instagram.com 6% 9 Ebay.com 6% 10 Netflix.com 4% AudienceProject Insights

31 Facebook top website in the UK [ How many name the following websites as one of the three websites they least can do without ] 1 Facebook.com 30% 2 Google.co.uk 30% 3 Bbc.co.uk 24% 4 Amazon.co.uk 17% 5 Youtube.com 12% 6 Ebay.co.uk 11% 7 Twitter.com 7% 8 Yahoo.com 5% 9 Outlook.live.com 4% 10 Wikipedia.org 3% AudienceProject Insights

32 Broadcasters in top in DK [ How many name the following websites as one of the three websites they least can do without ] 1 Google.dk 35% 2 Facebook.com 27% 3 Dr.dk 20% 4 Tv2.dk 11% 5 Ekstrabladet.dk 10% 6 Dmi.dk 8% 7 Politiken.dk 6% 8 Youtube.com 5% 9 Bt.dk 5% 10 Outlook.live.com 5% AudienceProject Insights

33 Google without competition in SE [ How many name the following websites as one of the three websites they least can do without ] 1 Google.se 35% 2 Facebook.com 19% 3 Aftonbladet.se 17% 4 Youtube.com 9% 5 Expressen.se 6% 6 Outlook.live.com 6% 7 Svt.se 6% 8 Swedbank.se 4% 9 Wikipedia.org 4% 10 Dn.se 4% AudienceProject Insights

34 VG in front of Google in NO [ How many name the following websites as one of the three websites they least can do without ] 1 Facebook.com 33% 2 Vg.no 30% 3 Google.no 25% 4 Nrk.no 13% 5 Dagbladet.no 13% 6 Yr.no 12% 7 Youtube.com 12% 8 Aftenposten.no 6% 9 Sol.no 5% 10 Outlook.live.com 5% AudienceProject Insights

35 Google and Facebook domnate in FI [ How many name the following websites as one of the three websites they least can do without ] 1 Google.fi 37% 2 Facebook.com 28% 3 Iltalehti.fi 19% 4 Yle.fi 16% 5 Iltasanomat.fi 14% 6 Youtube.com 13% 7 Hs.fi 10% 8 Mtv.fi 6% 9 Ampparit.com 4% 10 Nordea.fi 4% AudienceProject Insights

36 AudienceProject Insights

37 Social media, news sites and mail most used types of websites [ How many name the following website categories as one of the three they spend most time on ] Social media / Chat News Mail Finance / Bank TV / Series Shopping Music / Radio Games Weather Travel Other / Movies US 54% 33% 47% 23% 33% 19% 25% 25% 14% 7% 17% UK 55% 45% 43% 24% 37% 17% 18% 18% 12% 9% 18% Denmark 46% 55% 51% 26% 17% 21% 11% 13% 16% 9% 27% Sweden 49% 50% 49% 28% 21% 21% 17% 12% 15% 8% 23% Norway 57% 65% 49% 19% 13% 21% 16% 13% 17% 7% 19% Finland 56% 60% 56% 20% 12% 19% 15% 12% 17% 8% 19% AudienceProject Insights

38 AudienceProject Insights

39 Methodology The study is a part of AudienceProject Insights Data is collected through online surveys done in Q2 and Q The respondents have been selected from our Nordic, UK and US panels consisting of more than 1,5 million panelists and weighed to achieve representativity on the more than respondents who completed the survey. ABOUT THE STUDY Editor & Data Rune Werliin rw@audeinceproject.com Text & Design Martin Kokholm mk@audienceproject.com Contact hello@audienceproject.com About AudienceProject AudienceProject has its roots in market research, technology and large scale data. It helps brands, agencies, publishers and e-commerce companies identify, target and vaildate audiences. The products range from audience planning, validtaion and targeting on socio demographics as well as other variables. Website #apinsights2017 AudienceProject Insights

40