Tech generation still engages with print

April’s IPA Bellwether survey reported that digital is the fastest-growing medium, a sure sign that businesses are investing more of their marketing budgets in this area.  As consumers cry out for more online content, organisations are doing everything in their power to provide it. However, it is not only the big consumer brands that are continually working on new concepts and investing in the development of their online offerings; the mass media is too.

Although some would expect traditional media platforms to lose favour with the public as the level of media content readily available online increases substantially, this has not been the case. New research from the National Readership Survey (NRS) in fact shows that Britain’s technophiles are still keen on reading the conventional print versions of newspapers and magazines.

Over the course of the past year, we have incorporated questions into the survey on the use of technology, particularly to access media. The results have already identified that those who most enjoy technology also enjoy reading newspapers and magazines.

Of those surveyed, 15% have actively used technology in four or more of the eight ways included in the questions. The activities that were most prevalent were PVR at home (25%), listening to music on a mobile phone (22%) and listening to DAB (26%).  Activities still at the ‘early adopter’ stage include wirelessly streaming music and movies around the home (8%), and using Blu-Ray Disc players (7%).

Perhaps most intriguing is the reading habits of these 15-to-24-year-olds.  It is often assumed that this generation will give up on print media.  However, the reverse is true for the 2.7 million in this age group who are the most active consumers of technology, since the number of magazines and newspapers they read is well above average.

The results have already proved that despite technological advancements and the shift in the provision of content, consumers still cherish traditional media platforms.

Katherine Page, Technical Consultant, NRS