Table of Contents
Executive Summary
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- The market
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- Figure 1: UK annual national newspaper print circulation, 2008-18
- Figure 2: Trends in selected national newspaper website visits*, 2009-13
- Market drivers
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- Figure 3: Trends in the readership* of national daily newspapers**, 1971-2013
- Figure 4: Household ownership levels of selected digital devices, April and December 2013
- Companies, brands and innovation
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- Figure 5: Overall national newspaper publisher market shares by circulation, 2013
- The consumer
- Daily newspaper readership
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- Figure 6: Daily newspapers read regularly, December 2013
- Sunday newspaper readership
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- Figure 7: Sunday newspapers read regularly, December 2013
- Devices used to access national news online
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- Figure 8: Devices used to access national news online, December 2013
- Online news sources used
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- Figure 9: Online news sources used, December 2013
- Attitudes towards national newspapers
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- Figure 10: Attitudes towards national newspapers, December 2013
- What we think
Issues and Insights
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- Are Britons losing their passion for the news?
- The facts
- The implications
- Can a strong digital presence help to maintain print circulation?
- The facts
- The implications
- Is going behind a paywall the inevitable long-term outcome for all newspaper titles?
- The facts
- The implications
- What do changing device ownership trends mean for digital content providers?
- The facts
- The implications
Trend Application
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- Trend: Prove It
- Trend: Slow It All Down
- Mintel futures: Generation Next
Market Drivers
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- Key points
- Just a third of adults read a national daily
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- Figure 11: Trends in the readership* of national daily newspapers**, 1971-2013
- Growing mobile device ownership alters news consumption patterns
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- Figure 12: Household ownership levels of selected digital devices, September and December 2013
- Digital-first beckons
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- Figure 13: Trends in monthly unique visitors to national newspaper websites using PCs*, February 2013-February 2014
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- Figure 14: Trends in monthly unique visitors to national newspaper websites using mobiles, February 2013-February 2014
- Cost increases push cover prices up further
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- Figure 15: Basic UK cover prices for national newspapers, May 2014
- Three main strategies emerging for digital business models
- The Sun opts for full paywall …
- …while Telegraph goes for metered paywall
- New York Times begins to segment its metered paywall offering
- Canada’s Globe and Mail opts for metered paywall too
- Free to access sites also doing well
- Digital first, followed by digital-only?
- Life after Leveson
Who’s Innovating?
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- Key points
- FT aims to fill the gap between Twitter and traditional news websites
- Guardian’s algorithmic newspaper
- Robotic news
- Facebook brings out a challenger to Flipboard
- Independent’s hybrid digital newspaper
- News UK incentivises paywalls
- Off-beat news from Trinity Mirror
- Mobile payment for newspapers
- Buy what you read about
- HuffPost heads outdoors
- The Sun seeks to increase engagement through use of hashtags
- Blendle: iTunes for newspaper articles
Market Size and Forecast
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- Key points
- Print circulations drop by a third in five years…
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- Figure 16: Trends in total UK annual newspaper circulation, 2008-18
- …but tripling of digital browsers indicates where industry future lies
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- Figure 17: Trends in selected national newspaper website visits*, 2009-13
- Forecast
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- Figure 18: Forecast UK annual national newspaper print circulation, 2013-18
Segment Performance
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- Key points
- Circulation decline is uniform
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- Figure 19: Trends in circulation of national newspapers by broad sector, 2008-13
- Popular titles see biggest declines in circulation
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- Figure 20: Trends in average circulation/issue of newspapers, by segment, 2011-13
- Saturday is the new Sunday
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- Figure 21: Indexed comparison of sales of weekday and weekend editions of national newspaper print titles, December 2013
Market Share
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- Key points
- Daily Mail closes the gap on The Sun
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- Figure 22: National daily newspaper UK circulations, 2012-13
- The Sun on Sunday has assumed the mantle of its predecessor
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- Figure 23: National Sunday newspaper UK circulations, 2010-13
- News UK retains dominant position as market leader
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- Figure 24: Overall national newspaper publisher market shares by circulation, 2012-13
Companies and Products
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- DMG Media
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- Figure 25: Key financial data for Associated Newspapers*, 2008-12
- Express Newspapers
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- Figure 26: Key financial data for Express Newspapers, 2008-12
- Financial Times
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- Figure 27: Key financial data for Financial Times Ltd, 2008-12
- Guardian Media Group
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- Figure 28: Key financial data for Guardian News & Media Ltd, 2009-13
- Independent Print
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- Figure 29: Key financial data for Independent Print Ltd, 2011-12
- News International/News UK
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- Figure 30: Key financial data for News Group Newspapers, 2009-13
- Figure 31: Key financial data for Times Newspapers, 2009-13
- Telegraph Media Group
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- Figure 32: Key financial data for Telegraph Media Group, 2008-12
- Trinity Mirror
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- Figure 33: Key financial data for Trinity Mirror plc, 2008-12
Brand Research
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- Brand map
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- Figure 34: Attitudes towards and usage of brands in the newspaper sector, February 2014
- Correspondence analysis
- Brand attitudes
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- Figure 35: Attitudes, by newspaper brand, February 2014
- Brand personality
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- Figure 36: Newspaper brand personality – Macro image, February 2014
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- Figure 37: Newspaper brand personality – Micro image, February 2014
- Brand experience
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- Figure 38: Newspaper brand usage, February 2014
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- Figure 39: Satisfaction with various newspaper brands, February 2014
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- Figure 40: Consideration of newspaper brands, February 2014
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- Figure 41: Consumer perceptions of current newspaper brand performance, February 2014
- Brand recommendation
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- Figure 42: Recommendation of selected newspaper brands, February 2014
Brand Communication and Promotion
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- Key points
- Publishers pull in their adspend horns
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- Figure 43: Main monitored media adspend for national newspapers, by category, 2010-13
- TV and outdoor take biggest hits
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- Figure 44: Main monitored media adspend for national newspapers, by media type, 2010-13
- News UK has made biggest cutbacks
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- Figure 45: Main monitored media adspend for national newspapers, by leading publishers, 2010-13
- TV is the main focus of advertising activity
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- Figure 46: Main monitored media adspend for newspapers, by media type for leading publishers, 2013
- Daily Mail and The Sun biggest backed titles
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- Figure 47: Main monitored media adspend for newspapers, by media type for top 20 titles, 2013
- Quality titles are most adept at harnessing social media
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- Figure 48: Leading national newspapers, by number of Twitter followers and Facebook likes, February 2014*
Daily Newspaper Readership
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- Key points
- Four in ten adults read a daily newspaper
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- Figure 49: Daily newspapers read regularly, December 2013
- Most readers are loyal to one daily print title
Sunday Newspaper Readership
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- Key points
- Just over a quarter read a Sunday newspaper
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- Figure 50: Sunday newspapers read regularly, December 2013
- Quality Sunday title readers tend to be especially loyal
Devices Used to Access National News Online
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- Key points
- Laptops and smartphones main devices for accessing national news online
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- Figure 51: Devices used to access national news online, December 2013
- Online news, and all device types, have strong male bias
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- Figure 52: Devices used to access national news online, by gender, December 2013
- Laptops and smartphones more popular among younger users
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- Figure 53: Devices used to access national news online, by age group, December 2013
- Quality print title readers most likely to access national news online
- Consumers taking a multi-device approach to digital news
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- Figure 54: Devices used to access national news online, by devices used to access national news online, December 2013
Online News Sources Used
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- Key points
- BBC dominates online news
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- Figure 55: Online news sources used, December 2013
- BBC and Sky more likely to attract solus users
- Most consumers visit a number of different newspaper websites
- The Sun struggles to migrate print readers to digital
Attitudes Towards National Newspapers
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- Key points
- Substantial proportion of consumers still express a preference for print
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- Figure 56: Attitudes towards national newspapers, December 2013
- Half of regular print daily newspaper readers still prefer print
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- Figure 57: Attitudes towards national newspapers, by most popular daily newspapers read regularly, December 2013
- Figure 58: Attitudes towards national newspapers, by next most popular daily newspapers read regularly, December 2013
Appendix – Market Size and Forecast
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- Figure 59: UK annual national newspaper print circulation forecast scenarios, 2013-18
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Appendix – Brand Research
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- Figure 60: Brand usage, February 2014
- Figure 61: Brand commitment, February 2014
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- Figure 62: Brand momentum, February 2014
- Figure 63: Brand diversity, February 2014
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- Figure 64: Brand satisfaction, February 2014
- Figure 65: Brand recommendation, February 2014
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- Figure 66: Brand attitude, February 2014
- Figure 67: Brand image – Macro image, February 2014
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- Figure 68: Brand image – Micro image, February 2014
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Appendix – Daily Newspaper Readership
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- Figure 69: Most popular daily newspapers read regularly, by demographics, December 2013
- Figure 70: Next most popular daily newspapers read regularly, by demographics, December 2013
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- Figure 71: Other daily newspapers read regularly, by demographics, December 2013
- Figure 72: Daily newspapers read regularly, by most popular daily newspapers read regularly, December 2013
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- Figure 73: Daily newspapers read regularly, by next most popular daily newspapers read regularly, December 2013
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Appendix – Sunday Newspaper Readership
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- Figure 74: Most popular Sunday newspapers read regularly, by demographics, December 2013
- Figure 75: Next most popular Sunday newspapers read regularly, by demographics, December 2013
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- Figure 76: Other Sunday newspapers read regularly, by demographics, December 2013
- Figure 77: Least popular Sunday newspapers read regularly, by demographics, December 2013
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- Figure 78: Sunday newspapers read regularly, by most popular Sunday newspapers read regularly, December 2013
- Figure 79: Sunday newspapers read regularly, by next most popular Sunday newspapers read regularly, December 2013
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- Figure 80: Daily newspapers read regularly, by most popular Sunday newspapers read regularly, December 2013
- Figure 81: Daily newspapers read regularly, by next most popular Sunday newspapers read regularly, December 2013
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- Figure 82: Sunday newspapers read regularly, by most popular daily newspapers read regularly, December 2013
- Figure 83: Sunday newspapers read regularly, by next most popular daily newspapers read regularly, December 2013
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Appendix – Devices Used to Access National News Online
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- Figure 84: Most popular devices used to access national news online, by demographics, December 2013
- Figure 85: Next most popular devices used to access national news online, by demographics, December 2013
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- Figure 86: Devices used to access national news online, by most popular daily newspapers read regularly, December 2013
- Figure 87: Devices used to access national news online, by next most popular daily newspapers read regularly, December 2013
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- Figure 88: Devices used to access national news online, by most popular Sunday newspapers read regularly, December 2013
- Figure 89: Devices used to access national news online, by next most popular Sunday newspapers read regularly, December 2013
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Appendix – Online News Sources Used
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- Figure 90: Most popular online news sources used, by demographics, December 2013
- Figure 91: Next most popular online news sources used, by demographics, December 2013
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- Figure 92: Other online news sources used, by demographics, December 2013
- Figure 93: Online news sources used, by most popular online news sources used, December 2013
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- Figure 94: Online news sources used, by next most popular online news sources used, December 2013
- Figure 95: Online news sources used, by most popular daily newspapers read regularly, December 2013
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- Figure 96: Online news sources used, by next most popular daily newspapers read regularly, December 2013
- Figure 97: Online news sources used, by Sunday newspapers read regularly, December 2013
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Appendix – Attitudes Towards National Newspapers
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- Figure 98: Most popular attitudes towards national newspapers, by demographics, December 2013
- Figure 99: Next most popular attitudes towards national newspapers, by demographics, December 2013
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- Figure 100: Other attitudes towards national newspapers, by demographics, December 2013
- Figure 101: Attitudes towards national newspapers, by most popular Sunday newspapers read regularly, December 2013
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- Figure 102: Attitudes towards national newspapers, by next most popular Sunday newspapers read regularly, December 2013
- Figure 103: Attitudes towards national newspapers, by most popular attitudes towards national newspapers, December 2013
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- Figure 104: Attitudes towards national newspapers, by next most popular attitudes towards national newspapers, December 2013
- Figure 105: Attitudes towards national newspapers, by other attitudes towards national newspapers, December 2013
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