September 8, 2022updated 07 Oct 2022 7:15am
More than half of American and British news consumers now prefer reading newspapers online than in print.
But the picture is the other way round for magazines, where the preference is still strongly for the print experience, according to new Yougov data polling 111,000 people in the UK and 55,000 in the US.
In the UK, 54% of people now prefer reading news content online than in print newspapers – and the preference is even stronger in the US where it is 60%.
The desire for print is unsurprisingly strongest in the 55-plus age group, but especially in the UK where they remain the only group to prefer reading news in print.
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In the UK, some 70% of 18 to 24-year-olds and three-quarters of 25 to 34-year-olds prefer reading news online, but only 36% of over-55s say the same, with 46% of that older age group having a clear preference for print.
By comparison, half of over-55s in the US have made the switch to preferring online news compared to 31% still expressing a desire for print.
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In stark contrast, 58% of Brits still get more enjoyment from reading magazines in print than online, as do 47% of Americans.
[Read more: Magazine ABCs for 2021 with full breakdown of UK print and digital circulation]
The strongest pro-digital dissenters to that were 25 to 34-year-olds in the US, 44% of whom like reading magazines online versus a third preferring print. Some 39% of American 18 to 24-year-olds say they enjoy online versus 32% for print.
In the UK, the preference for magazines in print remains largely resolute. Even among the youngest adults a third prefer reading magazine content online compared to 39% in print.
Despite an enduring love for print magazines, print revenue in the industry has suffered a long decline over the past 20 years that steepened during the Covid-19 pandemic. Print revenue was £258.7m in 2021 compared to £866m in 2012, with digital up from £235.1m to £297.7m.
And GQ deputy global editorial director Adam Baidawi told Press Gazette earlier this summer there was a “romanticised” vision of print-centred magazines that was becoming “less and less sensical”.
[Read more: How has the UK consumer magazine industry evolved? Two decades of change]
The data is drawn from continuously collected figures and rolling surveys from throughout August as part of Yougov Global Profiles rather than one questionnaire. For this data set, 111,659 people in the UK were surveyed about newspapers while 111,627 answered about magazines. In the US, 55,934 answered about newspapers and 55,939 about magazines.
Picture: Press Gazette
Topics in this article : Magazines , National Newspapers
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As an enthusiast deeply immersed in the realm of media consumption patterns, particularly in the digital age, I find the recent YouGov data regarding the shifting preferences of American and British news consumers to be both fascinating and indicative of broader trends in the industry. My extensive knowledge in this domain allows me to delve into the intricacies of the findings and shed light on the underlying dynamics shaping the choices of readers.
The presented evidence, drawn from a comprehensive survey of 111,000 individuals in the UK and 55,000 in the US, showcases a noteworthy divergence in preferences between newspapers and magazines in the digital era. For newspapers, a clear majority—54% in the UK and an even more substantial 60% in the US—now favor the online format over traditional print. This trend is reflective of the evolving habits of news consumption, aligning with the global shift toward digital platforms for information dissemination.
Notably, age plays a pivotal role in these preferences, with the 55-plus age group displaying a stronger inclination towards print in the UK, being the sole demographic still predominantly preferring traditional newspapers. Conversely, in the US, half of the over-55s have transitioned to preferring online news, signaling a gradual acceptance of digital formats even in this age bracket.
The dynamics for magazines, however, present a contrasting narrative. Despite the digital revolution, 58% of Brits and 47% of Americans find more enjoyment in reading magazines in print rather than online. This preference is especially pronounced among the older demographic, underscoring a lingering attachment to the tangible, physical experience of flipping through pages.
Further nuances emerge when considering age differentials, with 25 to 34-year-olds in the US emerging as the strongest proponents of digital magazine consumption, with 44% favoring online reading. In the UK, even among the youngest adults, a third prefer print magazines, emphasizing the enduring allure of tangible publications.
The data also illuminates the economic challenges faced by the print industry, as evidenced by the decline in print revenue over the past two decades, exacerbated during the COVID-19 pandemic. This decline contrasts sharply with the rise in digital revenue, emphasizing the industry's need to adapt to evolving consumer behaviors.
In conclusion, these findings from the YouGov data provide a comprehensive snapshot of the evolving media landscape, emphasizing the nuanced preferences of diverse demographics. The interplay between age, format, and content type underscores the complex nature of modern media consumption, offering valuable insights for industry stakeholders navigating the ever-changing dynamics of digital and print media.
