Read­ers ig­nore on­line news and ad­ver­tis­ing

Port Douglas & Mossman Gazette - - NEWS -

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.

Newspapers in English

Newspapers from Australia

© PressReader. All rights reserved.