13 August 2007
According to a recent survey readers are turning to newspaper and magazine websites instead of the print equivalent as they are easier to access.
The Dual Consumption Survey carried out by the Association of Online Publishers (AOP), looked at usage and attitudes across AOP member websites and their offline equivalents. The results showed that readers are locating desired content faster and are finding online formats more convenient than their printed versions. In fact the survey found that 60 per cent of newspaper readers consider online easier to access than print.
The survey was carried out across 37 AOP member websites collecting responses from a total of 26,926 participants (16yrs+, UK only) and concluded that 72 per cent of newspaper respondents and 66 per cent of magazine respondents consider the website and its offline equivalent to be equally reliable.
However 60 per cent of respondents did not want to choose between online or print as they both fulfil different and distinct consumption needs.
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