Irish newspaper websites now more popular than print editions for news and current affairs
NEWSPAPER websites in Ireland are beating their print equivalents as a source for news and current affairs, according to new research out today.
TV still dominates as the main source for breaking news according to 63pc of those surveyed, but 59.9pc go to newspaper websites compared with 57.4pc who purchase print editions.
The study carried out by independent research company Sponge It for BBC Worldwide, surveyed 828 people in Ireland.
It reveals that to keep up with news and current affairs 54pc of Irish people use smart phone apps more than a couple of times a day, while 42pc use newspaper websites and 42pc use TV websites.
A total of 33pc use TV broadcasts and 11pc use newspapers to keep up to date.
The majority access news via laptop devices (75pc) with 30pc accessing news via smart phones.
The survey, conducted in January 2012, reveals that 83pc of Irish people own a laptop and 64pc own a smart phone. Games consoles are owned by 50pc and 21pc own tablets.
Seven-out-of-ten respondents said that tailoring content for different platforms – TV, online, tablet and mobile – was important.
RTE.ie was the most popular website with 74pc of respondents using it, followed by BBC.com at 53.5pc, irishtimes.com at 41.4pc and independent.ie at 34.9pc.
“Today's results are a great indication that news consumption in Ireland is in robust health, and that consumers appreciate the traditional print outlets for news as well as the new digital platforms," said Isla McLeod, digital sales director, EMEA Markets, BBC Worldwide.
“These are welcome results for advertisers looking to reach this highly desirable audience."
“It's clear from the survey that the majority of people in Ireland are embracing technology in a big way when it comes to news consumption," Kevin Foley, Commercial Director in Adforce.ie, BBC.com's advertising partner in Ireland, explained to Silicon Republic.
“Rather than just relying on TV or radio news bulletins to keep up to date we are increasingly migrating to online sources. Media organisations are reacting accordingly with many offering excellent online alternatives through websites and apps.
“However in order for them to thrive and survive it's crucial that content and advertising on these platforms evolves to reflect this behavioural change."