Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Forecast trends in circulation for national newspapers*, 2007-17
- Market drivers
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- Figure 2: Technology ownership* levels, January 2013
- Companies, brands and innovation
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- Figure 3: National daily newspaper market shares, by daily circulation numbers, six months to December 2012
- Figure 4: Attitudes towards and usage of brands in the newspaper sector, February 2013
- The consumer
- National newspapers lead the way with website usage
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- Figure 5: News sources used, December 2012
- Two thirds read a national print newspaper
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- Figure 6: National newspaper print edition readership in past three months, December 2012
- Half take a Sunday newspaper
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- Figure 7: Sunday newspaper readership in past three months, December 2012
- BBC News most used online news source
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- Figure 8: Digital news usage in the past three months, December 2012
- Are newspaper readers becoming less habitual?
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- Figure 9: Newspaper usage patterns, December 2012
- Retail channels dominate print newspaper distribution
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- Figure 10: Print newspaper purchasing patterns, December 2012
- Consumers generally quite positive about national newspapers
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- Figure 11: Attitudes towards national newspapers (any agree), December 2012
- Entertainment overload?
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- Figure 12: Changes to balance of content desired by readers, December 2012
- Six in ten newspaper readers prepared to pay for digital access
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- Figure 13: Attitudes towards paying for digital national news, December 2012
- Most people prefer the idea of an unlimited subscription
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- Figure 14: Preferred payment method for digital news, December 2012
- What we think
Issues in the Market
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- How can national newspapers best capitalise on their growing digital audience?
- How can national newspapers enhance their appeal to female readers?
- Does print have a future as a newspaper medium?
- Is the separate Sunday newspaper an outdated concept?
Trend Application
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- Trend: Collective Intelligence
- Trend: Moral Brands
- Mintel Futures: Access Anything, Anywhere
Market Drivers
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- Key points
- No longer a nation of news hounds?
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- Figure 15: Trends in the readership* of national daily newspapers**, 1971-2012
- Increasing device ownership means news is accessible anywhere
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- Figure 16: Technology products in household, January 2013
- Figure 17: Personal technology ownership, September 2012
- Digital growth helps offer hope for the future
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- Figure 18: Multi-platform data*, December 2011 and 2012
- Reliance on lesser rate sales and bulk copies is reduced
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- Figure 19: Lesser rate and prepaid subscriptions sales, bulk copies and sales outside UK and RoI as percentage of average circulation, December 2012
- High newsprint prices force cover price rises
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- Figure 20: Basic UK cover prices for national dailies, December 2012
- To paywall or not to paywall, that is the question…
- Times opts for full paywall
- Telegraph chooses a metered paywall
- Sun goes behind paywall but format yet to be announced
- MailOnline first to reach ‘newspaper nirvana’
- Guardian also sees strong digital revenue growth
- US seems to favour a metered model too
- Leveson lifts the lid on the industry…
- …and the result has the potential to threaten press freedom
Who’s Innovating?
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- Key points
- Increased focus on video content
- Telegraph looks to jump onto live stream
- Guardian News & Media’s Guardian Select Video
- The Times and The Sun score Premier League deal
- Publishers look at ways to attract and retain subscribers
- Daily Mail Rewards Club
- Times/Sunday Times lures subscribers with Google Nexus offer
- iPad is still behind most digital innovation
- Guardian augmented reality ad
- Independent adds augmented reality content
- Guardian relaunches iPad edition to include Observer
- Guardian also launches new responsive mobile site
- Daily Mirror and Daily Record catch up
- User Generated Content comes to the nationals
Market Size and Forecast
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- Key points
- Print circulation drops a quarter…
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- Figure 21: Trends in total UK print national newspapers circulation, 2007-17
- …while digital audience grows by 148% in four years
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- Figure 22: Trends in selected national newspaper website visits*, 2009-12
- Forecast
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- Figure 23: Forecast trends in circulation for print national newspapers, 2007-17
Segment Performance
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- Key points
- Sunday print editions lose more ground than dailies
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- Figure 24: Trends in circulation of national newspapers, by broad sector, 2007-12
- Dailies now sell more copies on average than Sundays
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- Figure 25: Trends in average circulation of national newspapers, by broad sector, 2007-12
- Figure 26: Indexed comparison of sales of weekday and weekend editions of national newspaper print titles, June 2012
- Mid-market shows most resilience
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- Figure 27: Trends in average circulation/issue of newspapers, by segment, 2008-12
Market Share
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- Key points
- The Sun and Daily Mail tower over daily rivals
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- Figure 28: National daily newspaper UK circulations, 2008-12
- Strong Mail on Sunday performance boosts mid-market Sunday segment
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- Figure 29: National Sunday newspaper UK circulations, 2008-12
- News International retains clear market leadership
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- Figure 30: Overall national newspaper publisher market shares by circulation, 2011-12
Companies and Products
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- Associated Newspapers
- Background
- Financial performance
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- Figure 31: Key financial data for Associated Newspapers, 2007-11
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- Figure 32: Associated Newspapers revenues, by brand, as reported in Daily Mail and General Trust plc annual report, 2011 and 2012
- Figure 33: Associated Newspapers revenues, by business area, as reported in Daily Mail and General Trust plc annual report, 2011 and 2012
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- Figure 34: Associated Newspapers operating profits, by broad business area, as reported in Daily Mail and General Trust plc annual report, 2011 and 2012
- Recent activity and promotion
- Online presence
- Express Newspapers
- Background
- Financial performance
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- Figure 35: Key financial data for Express Newspapers, 2007-11
- Recent activity and promotion
- Online presence
- Financial Times Ltd
- Background
- Financial performance
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- Figure 36: Key financial data for Financial Times Ltd, 2007-11
- Recent activity and promotion
- Online presence
- Guardian Media Group plc
- Background
- Financial performance
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- Figure 37: Key financial data for Guardian News & Media Ltd, 2008-12
- Recent activity and promotion
- Online presence
- Independent Print Ltd
- Background
- Financial performance
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- Figure 38: Key financial data for Independent Print Ltd, 2010 and 2011
- Recent activity and promotion
- Online presence
- News International
- Background
- Financial performance
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- Figure 39: Key financial data for News Group Newspapers, 2008-12
- Figure 40: Key financial data for Times Newspapers, 2008-12
- Recent activity and promotion
- Online presence
- Telegraph Media Group Ltd
- Background
- Financial performance
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- Figure 41: Key financial data for Telegraph Media Group Ltd, 2007-12
- Recent activity and promotion
- Online presence
- Trinity Mirror plc
- Background
- Financial performance
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- Figure 42: Key financial data for Trinity Mirror plc, 2007-12
- Figure 43: Trinity Mirror plc turnover, by business segment 2011 and 2012
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- Figure 44: Trinity Mirror plc publishing division turnover, by segment 2011 and 2012
- Recent activity and promotion
- Online presence
Brand Research
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- Brand map
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- Figure 45: Attitudes towards and usage of brands in the newspaper sector, February 2013
- Correspondence analysis
- Brand attitudes
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- Figure 46: Attitudes, by newspaper brand, February 2013
- Brand personality
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- Figure 47: Newspaper brand personality – macro image, February 2013
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- Figure 48: Newspaper brand personality – micro image, February 2013
- Brand experience
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- Figure 49: Newspaper brand usage, February 2013
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- Figure 50: Satisfaction with various newspaper brands, February 2013
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- Figure 51: Consideration of newspaper brands, February 2013
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- Figure 52: Consumer perceptions of current newspaper brand performance, February 2013
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- Figure 53: Newspaper brand recommendation – Net Promoter Score, February 2013
- Brand index
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- Figure 54: Newspaper brand index, February 2013
- Figure 55: Newspaper brand index vs. recommendation, February 2013
- Target group analysis
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- Figure 56: Target groups, February 2013
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- Figure 57: Newspaper brand usage, by target groups, February 2013
- Group One – Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – Individualists
Brand Communication and Promotion
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- Key points
- Newspapers’ advertising spends fluctuate year by year
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- Figure 58: Main monitored media adspend for national newspapers, by category, 2009-12
- TV is the dominant advertising medium
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- Figure 59: Main monitored media adspend for national newspapers, by media type, 2009-12
- News International spend overshadows that of rivals
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- Figure 60: Main monitored media adspend for national newspapers, by top 20 publishers, 2009-12
- Figure 61: Main monitored media adspend for newspapers, by media type for top 10 publishers, 2012
- Quality titles are heaviest users of direct mail
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- Figure 62: Main monitored media adspend for newspapers, by media type for top 20 titles, 2012
- Quality titles quickest to embrace new media
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- Figure 63: Leading national newspapers, by numbers of Twitter followers and Facebook likes, April 2013*
News Sources Used
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- Key points
- National newspapers lead the way with website usage
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- Figure 64: News sources used, December 2012
- A strong male bias to print, website and smartphone app news use
- Digital-only news providers tend to attract a younger audience
National Daily Newspaper Print Edition Readership
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- Key points
- Two thirds read a national print newspaper
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- Figure 65: National newspaper print edition readership in past three months, December 2012
- National newspaper readers not confined to one title
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- Figure 66: National newspaper print edition readership in past three months, by most popular national newspaper print edition readership in past three months, December 2012
- Figure 67: National newspaper print edition readership in past three months, by next most popular national newspaper print edition readership in past three months, December 2012
- Most titles have strong online to print loyalty
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- Figure 68: National newspaper print edition readership in past three months, by most popular digital news usage, December 2012
- Figure 69: National newspaper print edition readership in past three months, by next most popular digital news usage, December 2012
- Correlation between newspaper readership and social network usage
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- Figure 70: National newspaper print edition readership in past three months, by frequency of visiting Facebook and Twitter at least once a day, December 2012
National Sunday Newspaper Print Edition Readership
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- Key points
- Half take a Sunday newspaper
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- Figure 71: Sunday newspaper readership in past three months, December 2012
- Sunday newspaper overlaps with dailies
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- Figure 72: Sunday newspaper readership, by most popular national newspaper print edition readership in past three months, December 2012
- Figure 73: Sunday newspaper readership, by next most popular national newspaper print edition readership in past three months, December 2012
- Slightly weaker correlation between online usage and Sunday reading
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- Figure 74: Sunday newspaper readership, by most popular digital news usage, December 2012
- Figure 75: Sunday newspaper readership, by next most popular digital news usage, December 2012
- Some Sunday titles have an issue with loyalty
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- Figure 76: Sunday newspaper readership, by most popular Sunday newspaper readership, December 2012
- Figure 77: Sunday newspaper readership, by next most popular Sunday newspaper readership, December 2012
- Figure 78: Sunday newspaper readership, by other Sunday newspaper readership, December 2012
Digital News Usage
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- Key points
- BBC News most used online news source
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- Figure 79: Digital news usage in the past three months, December 2012
- BBC provides stiffest competition for quality titles
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- Figure 80: Digital news usage, by most popular national newspaper print edition readership in past three months, December 2012
- Figure 81: Digital news usage, by next most popular national newspaper print edition readership in past three months, December 2012
- Figure 82: Digital news usage, by other national newspaper print edition readership in past three months, December 2012
- Low levels of loyalty for online news providers
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- Figure 83: Digital news usage, by most popular digital news usage, December 2012
- Figure 84: Digital news usage, by next most popular digital news usage, December 2012
Newspaper Usage Patterns
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- Key points
- Are newspaper readers becoming less habitual?
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- Figure 85: Newspaper usage patterns, December 2012
- Saturday is the new Sunday
- Women: alienated by current formats but open to customisation
- The Sun on Sunday wins back many of NOTW’s customers
Print Newspaper Purchasing Patterns
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- Key points
- Retail channels dominate print newspaper distribution
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- Figure 86: Print newspaper purchasing patterns, December 2012
- Men and older consumers prefer convenience of subscription/delivery
Attitudes towards National Newspapers
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- Key points
- Consumers generally quite positive about national newspapers
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- Figure 87: Attitudes towards national newspapers, December 2012
- Older people the most enthusiastic advocates of national newspapers
- Three in ten national newspaper readers are fluid
National Newspaper Content Preferences
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- Key points
- Entertainment overload?
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- Figure 88: Changes to balance of content desired by readers, December 2012
- Sport is most divisive content area
- Cultural content could be used to appeal to women and younger people
- Quality readers most hostile towards entertainment content
Attitudes towards Paying for Digital News
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- Key points
- Six in ten newspaper readers prepared to pay for digital access
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- Figure 89: Attitudes towards paying for digital national news, December 2012
- Men and younger age groups most positive towards paying
- Quality title readers happiest to pay
- Existing digital users most favourably disposed towards paying
Preferred Payment Method for Digital News
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- Key points
- Most people prefer the idea of an unlimited subscription
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- Figure 90: Preferred payment method for digital news, December 2012
- Readers of the Guardian and i s most likely to favour unlimited access
- Quality website visitors also prefer unlimited option
Appendix – Brand Research
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- Figure 14: Brand usage, February 2013
- Figure 15: Brand commitment, February 2013
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- Figure 16: Brand momentum, February 2013
- Figure 17: Brand diversity, February 2013
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- Figure 18: Brand satisfaction, February 2013
- Figure 19: Brand recommendation, February 2013
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- Figure 20: Brand attitude, February 2013
- Figure 21: Brand image – macro image, February 2013
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- Figure 22: Brand image – micro image, February 2013
- Figure 23: Profile of target groups, by demographics, February 2013
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- Figure 24: Psychographic segmentation by target groups, February 2013
- Figure 25: Brand usage, by target groups, February 2013
- Brand index
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- Figure 26: Brand index, February 2013
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Appendix – News Sources Used
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- Figure 91: News sources used – national newspaper, by demographics, December 2012
- Figure 92: News sources used – digital-only news provider, by demographics, December 2012
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- Figure 93: News sources used (national newspaper), by digital news sources used in the past three months, December 2012
- Figure 94: News sources used (local/regional newspaper), by digital news sources used in the past three months, December 2012
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- Figure 95: News sources used (digital-only news provider), by digital news sources used in the past three months, December 2012
- Figure 96: News sources used (national newspaper), by digital news sources that consumers would consider using in the future, December 2012
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- Figure 97: News sources used (local/regional newspaper), by digital news sources that consumers would consider using in the future, December 2012
- Figure 98: News sources used (digital-only news provider), by digital news sources that consumers would consider using in the future, December 2012
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Appendix – National Daily Newspaper Print Edition Readership
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- Figure 99: Most popular national newspaper print edition readership in past three months, by demographics, December 2012
- Figure 100: Next most popular national newspaper print edition readership in past three months, by demographics, December 2012
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- Figure 101: Other national newspaper print edition readership in past three months, by demographics, December 2012
- Figure 102: National newspaper print edition readership in past three months, by most popular Sunday newspaper readership, December 2012
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- Figure 103: National newspaper print edition readership in past three months, by next most popular Sunday newspaper readership, December 2012
- Figure 104: National newspaper print edition readership in past three months, by other Sunday newspaper readership, December 2012
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- Figure 105: National newspaper print edition readership in past three months, by frequency of visiting Facebook, December 2012
- Figure 106: National newspaper print edition readership in past three months, by frequency of visiting Twitter, December 2012
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- Figure 107: National newspaper print edition readership in past three months, by most popular activities done via social networking sites, December 2012
- Figure 108: National newspaper print edition readership in past three months, by next most popular activities done via social networking sites, December 2012
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- Figure 109: National newspaper print edition readership in past three months, by other activities done via social networking sites, December 2012
- Figure 110: National newspaper print edition readership in past three months, by most popular national newspaper print edition readership in past three months, December 2012
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- Figure 111: National newspaper print edition readership in past three months, by next most popular national newspaper print edition readership in past three months, December 2012
- Figure 112: National newspaper print edition readership in past three months, by other print edition readership in past three months, December 2012
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- Figure 113: National newspaper print edition readership in past three months, by digital news sources used in the past three months, December 2012
- Figure 114: National newspaper print edition readership in past three months, by digital news sources that consumers would consider using in the future, December 2012
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Appendix – Sunday Newspaper Print Edition Readership
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- Figure 115: Most popular Sunday newspaper readership in past three months, by demographics, December 2012
- Figure 116: Next most popular Sunday newspaper readership in past three months, by demographics, December 2012
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- Figure 117: Other Sunday newspaper readership in past three months, by demographics, December 2012
- Figure 118: Sunday newspaper readership, by most popular national newspaper print edition readership in past three months, December 2012
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- Figure 119: Sunday newspaper readership, by next most popular national newspaper print edition readership in past three months, December 2012
- Figure 120: Sunday newspaper readership, by other national newspaper print edition readership in past three months, December 2012
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- Figure 121: Sunday newspaper readership, by frequency of visiting Facebook, December 2012
- Figure 122: Sunday newspaper readership, by frequency of visiting Twitter, December 2012
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- Figure 123: Sunday newspaper readership, by most popular activities done via social networking sites, December 2012
- Figure 124: Sunday newspaper readership, by next most popular activities done via social networking sites, December 2012
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- Figure 125: Sunday newspaper readership, by other activities done via social networking sites, December 2012
- Figure 126: Sunday newspaper readership, by digital news sources used in the past three months, December 2012
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- Figure 127: Sunday newspaper readership, by digital news sources that consumers would consider using in the future, December 2012
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Appendix – Digital News Usage
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- Figure 128: Most popular digital news usage, by demographics, December 2012
- Figure 129: Next most popular digital news usage, by demographics, December 2012
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- Figure 130: Digital news usage, by most popular Sunday newspaper readership, December 2012
- Figure 131: Digital news usage, by next most popular Sunday newspaper readership, December 2012
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- Figure 132: Digital news usage, by other Sunday newspaper readership, December 2012
- Figure 133: Digital news usage, by frequency of visiting Facebook, December 2012
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- Figure 134: Digital news usage, by frequency of visiting Twitter, December 2012
- Figure 135: Digital news usage, by most popular activities done via social networking sites, December 2012
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- Figure 136: Digital news usage, by next most popular activities done via social networking sites, December 2012
- Figure 137: Digital news usage, by other activities done via social networking sites, December 2012
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Appendix – Newspaper Usage Patterns
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- Figure 138: Most popular attitudes towards newspapers, by demographics, December 2012
- Figure 139: Next most popular attitudes towards newspapers, by demographics, December 2012
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- Figure 140: Newspaper usage patterns, by most popular Sunday newspaper readership, December 2012
- Figure 141: Newspaper usage patterns, by next most popular Sunday newspaper readership, December 2012
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- Figure 142: Newspaper usage patterns, by other Sunday newspaper readership, December 2012
- Figure 143: Newspaper usage patterns, by most popular digital news usage, December 2012
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- Figure 144: Newspaper usage patterns, by next most popular digital news usage, December 2012
- Figure 145: Newspaper usage patterns, by news sources used (digital-only news provider), December 2012
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Appendix – Print Newspaper Purchasing Patterns
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- Figure 146: Print newspaper purchasing patterns, by demographics, December 2012
- Figure 147: Print newspaper purchasing patterns, by most popular national newspaper print edition readership in past three months, December 2012
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- Figure 148: Print newspaper purchasing patterns, by next most popular national newspaper print edition readership in past three months, December 2012
- Figure 149: Print newspaper purchasing patterns, by other national newspaper print edition readership in past three months, December 2012
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- Figure 150: Print newspaper purchasing patterns, by most popular Sunday newspaper readership, December 2012
- Figure 151: Print newspaper purchasing patterns, by next most popular Sunday newspaper readership, December 2012
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- Figure 152: Print newspaper purchasing patterns, by other Sunday newspaper readership, December 2012
- Figure 153: Print newspaper purchasing patterns, by most popular digital news usage, December 2012
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- Figure 154: Print newspaper purchasing patterns, by next most popular digital news usage, December 2012
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Appendix – Attitudes towards National Newspapers
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- Figure 155: Agreement with most popular attitudes towards national newspapers, by demographics, December 2012
- Figure 156: Agreement with next most popular attitudes towards national newspapers, by demographics, December 2012
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- Figure 157: Attitudes towards national newspapers, by most popular national newspaper print edition readership in past three months, December 2012
- Figure 158: Attitudes towards national newspapers, by next most popular national newspaper print edition readership in past three months, December 2012
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- Figure 159: Attitudes towards national newspapers, by other national newspaper print edition readership in past three months, December 2012
- Figure 160: Attitudes towards national newspapers, by most popular Sunday newspaper readership, December 2012
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- Figure 161: Attitudes towards national newspapers, by next most popular Sunday newspaper readership, December 2012
- Figure 162: Attitudes towards national newspapers, by other Sunday newspaper readership, December 2012
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- Figure 163: Attitudes towards national newspapers, by most popular digital news usage, December 2012
- Figure 164: Attitudes towards national newspapers, by next most popular digital news usage, December 2012
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Appendix – National Newspaper Content Preferences
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- Figure 165: Changes to balance of content desired by readers of world news and national news, by demographics, December 2012
- Figure 166: Changes to balance of content desired by readers of politics/current affairs and entertainment, by demographics, December 2012
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- Figure 167: Changes to balance of content desired by readers of motoring and culture, by demographics, December 2012
- Figure 168: Changes to balance of content desired by readers of opinion columns and sport, by demographics, December 2012
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- Figure 169: Changes to balance of content desired by readers of business and personal finance, by demographics, December 2012
- Figure 170: Changes to balance of content desired by readers of travel and fashion, by demographics, December 2012
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- Figure 171: Changes to balance of content desired by readers, by most popular national newspaper print edition readership in past three months, December 2012
- Figure 172: Changes to balance of content desired by readers, by next most popular national newspaper print edition readership in past three months, December 2012
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- Figure 173: Changes to balance of content desired by readers, by other national newspaper print edition readership in past three months, December 2012
- Figure 174: Changes to balance of content desired by readers, by most popular Sunday newspaper readership, December 2012
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- Figure 175: Changes to balance of content desired by readers, by next most popular Sunday newspaper readership, December 2012
- Figure 176: Changes to balance of content desired by readers, by other Sunday newspaper readership, December 2012
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- Figure 177: Changes to balance of content desired by readers, by most popular digital news usage, December 2012
- Figure 178: Changes to balance of content desired by readers, by next most popular digital news usage, December 2012
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Appendix – Attitudes towards Paying for Digital News
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- Figure 179: Most popular attitudes towards paying for national news, by demographics, December 2012
- Figure 180: Next most popular attitudes towards paying for national news, by demographics, December 2012
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- Figure 181: Attitudes towards paying for digital news, by most popular national newspaper print edition readership in past three months, December 2012
- Figure 182: Attitudes towards paying for digital news, by next most popular national newspaper print edition readership in past three months, December 2012
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- Figure 183: Attitudes towards paying for digital news, by other national newspaper print edition readership in past three months, December 2012
- Figure 184: Attitudes towards paying for digital news, by most popular Sunday newspaper readership, December 2012
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- Figure 185: Attitudes towards paying for digital news, by next most popular Sunday newspaper readership, December 2012
- Figure 186: Attitudes towards paying for digital news, by other Sunday newspaper readership, December 2012
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- Figure 187: Attitudes towards paying for digital news, by most popular digital news usage, December 2012
- Figure 188: Attitudes towards paying for digital news, by next most popular digital news usage, December 2012
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- Figure 189: Attitudes towards paying for digital news, by news sources used (national newspaper), December 2012
- Figure 190: Attitudes towards paying for digital news, by news sources used (local/regional newspaper), December 2012
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- Figure 191: Attitudes towards paying for digital news, by news sources used (digital-only news provider), December 2012
- Figure 192: Attitudes towards paying for digital news, by most popular attitudes towards newspapers, December 2012
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- Figure 193: Attitudes towards paying for digital news, by next most popular attitudes towards newspapers, December 2012
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Appendix – Preferred Payment Method for Digital News
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- Figure 194: Preferred payment method for digital news, by demographics, December 2012
- Figure 195: Preferred payment method for digital news, by most popular national newspaper print edition readership in past three months, December 2012
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- Figure 196: Preferred payment method for digital news, by next most popular national newspaper print edition readership in past three months, December 2012
- Figure 197: Preferred payment method for digital news, by most popular national newspaper print edition readership in past three months, December 2012
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- Figure 198: Preferred payment method for digital news, by most popular Sunday newspaper readership, December 2012
- Figure 199: Preferred payment method for digital news, by next most popular Sunday newspaper readership, December 2012
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- Figure 200: Preferred payment method for digital news, by other Sunday newspaper readership, December 2012
- Figure 201: Preferred payment method for digital news, by most popular digital news usage, December 2012
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- Figure 202: Preferred payment method for digital news, by next most popular digital news usage, December 2012
- Figure 203: Preferred payment method for digital news, by news sources used (national newspaper), December 2012
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- Figure 204: Preferred payment method for digital news, by news sources used (local/regional newspaper), December 2012
- Figure 205: Preferred payment method for digital news, by news sources used (digital-only news provider), December 2012
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- Figure 206: Preferred payment method for digital news, by most popular attitudes towards newspapers, December 2012
- Figure 207: Preferred payment method for digital news, by next most popular attitudes towards newspapers, December 2012
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