Almost 3 million adults in Ireland read their news in print, on a mobile, a desktop or tablet every day according to the Joint National Readership Survey (JNRS) 2014, which was released today.
- Online daily readership increased by 39 per cent year-on-year
- Almost 4 in 5 adults read newspapers every day
- 2 million people read or access a Sunday newspaper online in the past week
The report found that total readership levels are being maintained. Continuous increases in online newspaper readers has offset small declines in print readership. Total online daily readership increased by 39% year on year.
The data demonstrates a very high cross-over amongst print and digital readers, with seven out of 10 online readers also reading in print.
“National Newspapers of Ireland (NNI) is delighted to see that total readership in Ireland is very strong with 82 percent of adults in Ireland reading newspapers in print and online regularly. NNI brands employ over 2,000 editorial staff. Every day these talented journalists produce quality and diverse content. When it comes to insight, depth, credibility, colour, carefully researched and expertly written news, analysis and opinion, nothing comes close to newspaper journalism.
“Readers are accessing that content via multi-platforms and this is reflected in the continued growth of online readership. Online saw double digit growth again this year and this trend is expected to continue. High cross over between the platforms continues with 7 out of 10 online readers also reading newspapers in print’’ commented Dara McMahon, coordinating Director of National Newspapers of Ireland.
Online Readership Continues to Grow
JNRS 2014 demonstrates that online readership has increased by 39 per cent year-on-year. The national figure for Average Issue Readership (AIR) now stands at 17.3 per cent, up from 15.7 per cent just one year ago.
Whilst online newspaper readership continues to grow, there remains significant difference in audience penetration across demographic groups. Social group remains the most significant determining factor in suggesting that someone will read their newspapers online, with 42 per cent of those who fall into the AB group choosing to read online. Online readership continues to have an urban bias, with 31 per cent of Dubliners choosing to read online, compared with just 20 per cent of the adult population in the rest of the country. Age also plays a role, with the under 45s more likely to read online (31 per cent) than those over 45 years old (15 percent).
JNRS 2014 – Average Issue Readership (AIR)
|Print & Digital Figure (‘000)||Print & Digital Percentage||Print Only Figure (‘000)||Print Only Percentage||Digital Only Figure (‘000)||Digital Only Percentage|
Full Comparability Now Possible
JNRS 2014 further builds the online picture. It is the second full year report since measurement of online readership was introduced in June 2012. Media professionals and other interested parties can now compare the results with previous reports to follow trends in newspaper readership in print and online.
Notes for editors:
Definition of “regular readership”
“Regular readership” is based on Average Issue Readership (AIR). The definition of average issue readership is as follows:
The principle of measuring “readership” is to attempt to establish whether or not the person interviewed has looked at any copy of the publication in question (in print or online), during a period back from the day of interview equal to the interval at which the publication appears. (Reading on the actual day of interview is not included). Thus, for each daily paper, the survey established whether or not the person interviewed read it “yesterday”. In the case of daily newspapers, interviews conducted on Mondays treated reading on the previous Saturday as “yesterday”, in line with standard international practice. For each Sunday, regional or weekly publication (including newspaper magazines), the survey identified whether or not the respondent had looked at a copy during the past 7 days. Each of these reading occurrences is described as “average issue readership”, which is commonly referred to simply as “readership”.
About the JNRS
The Joint National Readership Survey (JNRS) is the most definitive and respected benchmark in determining the buying and selling of advertising space in the newspaper media in Ireland. It is Ireland’s largest random probability survey with a sample size of approximately 7,000 adults aged 15+. The JNRS contains a wealth of valuable research on readership in print or online of newspapers and newspaper magazines, as well as lifestyle statements and information on consumer behaviour. In addition it provides a vast amount of information on demographics and make-up of the population.
For further information:
Dara McMahon, Coordinating Director, National Newspapers of Ireland
M: 087 099 6361