September 22, 2021

New Survey Findings on U.S. Newspaper Readership by Platform and Generation

From Nielsen:

…a recent Nielsen Scarborough study found that more than 169 million adults in the U.S. read a newspaper in a month—whether it be in print, on a website or via mobile app. In total, newspapers reach 69% of the U.S. population in a given month.

Newspapers remain largely a print medium, but the dramatic growth in digital media in recent years has compelled newspaper publishers to re-think their distribution models and become multi-platform content providers. According to the recent study, 81% of monthly newspaper readers engage with the print product, with 51% reading print exclusively. The remaining 49% reads a newspaper on at least one digital platform, with 30% reading both digital and print.”

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Traditionally, newspaper audiences have been more educated, affluent and older than non-newspaper readers. As digital media have gained in prominence, newspapers have attracted younger readers. Newspaper readers are still educated and affluent, but their ages are more reflective of the general population than they have been in the past. For example, 13% of the U.S. population is 70 or older, and this age group now accounts for 15% of the total monthly newspaper audience.

Source: Nielsen

Compared to previous decades, younger readers now account for a greater percentage of newspaper readers. Notably, Millennials 21-34 make up 25% of the U.S. population and now represent 24% of the total monthly newspaper readership.

Read Complete Blog Post, View Two Charts

Media Coverage: Half Of Newspaper Readership Still Print-Only (via MediaPost)

About Gary Price

Gary Price (gprice@mediasourceinc.com) is a librarian, writer, consultant, and frequent conference speaker based in the Washington D.C. metro area. Before launching INFOdocket, Price and Shirl Kennedy were the founders and senior editors at ResourceShelf and DocuTicker for 10 years. From 2006-2009 he was Director of Online Information Services at Ask.com, and is currently a contributing editor at Search Engine Land.

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