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Online preferred for access, speed, convenience

Newspaper and magazine websites are easier to access, faster for locating desired content, and are more convenient than their print equivalent, according to recent AOP research.

View the full reportmembers only (available to AOP members only).

AOP’s Dual Consumption Survey, looking at usage and attitudes across AOP member websites and their offline equivalents, found that 60 per cent of newspaper readers consider online easier to access than print. For magazine readers, the preference was less marked, though 48 per cent of respondents still favoured the publications’ websites for ease of access.

A dominant theme of the research was that audiences trust the content brand over and above the medium by which it is delivered. Three-fifths of respondents did not want to choose between the two, with the website and print equivalent fulfilling different and distinct consumption needs.

The AOP Dual Consumption Survey was conducted across 37 AOP member sites, collected responses from a total of 26,926 respondents (16yrs+, UK only) and concluded that 72 per cent of newspaper respondents and 66 per cent of magazine respondents consider the website and its offline equivalent to be equally reliable. Both newspaper (81 per cent) and magazine (74 per cent) respondents considered both platforms to be equally trustworthy.

Looking specifically at the role of websites, the results confirmed that consumers can find content faster on the web and consider online a more convenient platform than print. Sixty per cent of both newspaper and magazine respondents agreed that the website enabled them to find things faster than using the offline equivalent. Convenience scores for newspaper websites were particularly striking, with over half (55 per cent) of newspaper respondents preferring online.

However, there is still work to be done online in terms of user satisfaction – an area in which print titles appear to have the edge. Half of the magazine respondents rated the print version as more satisfying than the website.

The survey ran throughout April 2007 across 37 AOP member sites and collected responses from a total of 26,926 respondents (16yrs+, UK only).

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