Readers ignore online news and advertising
GLOBAL research has shown that people spend far more time reading print media than they devote to reading news or advertisements online.
In Britain, new research by Neil Thurman for the University of London revealed that 88.5 per cent of the total time British readers devote to 11 national newspaper brands is spent on the print edition.
Only 7.49 per cent of reader time goes to mobile and 4 per cent to PCs.
readers spend 43 minutes a day on the print version and only 0.68 minutes on the online version. Readers of the spend 39 minutes on print vs 2 minutes to the online edition. And so on down the list.
“UK newspaper brands engage each of their online visitors for an average of less than 30 seconds a day, but their print readers for an average of 40 minutes,” Thurman writes.
Are the Brits just slow readers? Nope, says Thurman, who drew on a year’s worth of data. “Time spent reading print newspapers doesn’t vary much country-to-country, and neither do online dwell times,” he said.
When it comes to newspaper news, the print product is walloping the online version in terms of reader engagement.
Meanwhile, one in five Australians are using software to dodge online ads, which is depriving websites of revenue, undermining ad-supported business models and pushing websites towards failure.
Two reports to recently come out of the US have cast new light on the increasing trend of users installing adblocking software with figures released by US-based PageFair showing worldwide ad-blocking usage surged 30 per cent last year, with about 615 million devices now being used to dodge ads.