Segmentations Across and Within Countries

As in previous years we have created a number of segmentations to help us interpret the results. These give us a non-overlapping categorisation of the online news universe that we can apply across all of our countries.

Traditionalists vs Mainly Digital

Our first segmentation categorises respondents into those that exhibit traditional approaches (mainly TV, radio and print) and those that are mainly digital in the way they consume the news. We also identify a sizeable group that are half and half (platform agnostic). The following table explains how these segments have been achieved.

SEGMENTATION BY SOURCES AND DEVICES

segmentation
Q4. You say you’ve used these sources of news in the last week, which would you say is your MAIN source of news?
Q8B. Which, if any, of the following devices have you used to access news in the last week?

Base: Total sample

Looking at the results of these segmentations by country we find that France (44%) and Germany (50%) still have the largest percentage of our online sample accessing news in mainly traditional ways. In Germany, for example, there is a strong tradition of sitting down and watching the evening TV bulletins like Tagesschau while online news is less heavily used than elsewhere. By contrast, Korea, Norway, Sweden, and Greece have a more strongly digital profile.

We need to be careful in interpreting these results. The Brazil and Turkey samples are predominantly based in cities and will tend to be younger and not be fully representative of the national picture. Italy and Spain also have lower internet penetration so this data will significantly under-represent traditional media use. But it is still striking how different the patterns are – even in countries with very similar levels of internet penetration. A number of large countries are taking longer to adopt digital news use and we also find that within those countries there are particular groups that prefer traditional platforms, even when they use digital technologies for many other purposes (banking, e-commerce, etc.)

TRADITIONAL USERS VS MAINLY DIGITAL USERS – ALL COUNTRIES

Traditional Mainly Digital
GER 50% 13%
FRA 44% 14%
AUT 42% 19%
BEL 42% 17%
CAN 41% 19%
JPN 40% 16%
ITA 38% 16%
NLD 38% 20%
UK 38% 23%
USA 36% 24%
HUN 35% 19%
POR 34% 18%
AUS 33% 25%
SUI 33% 23%
CZE 33% 26%
SPA 31% 22%
POL 30% 17%
IRE 29% 27%
TUR 29% 19%
FIN 28% 32%
DEN 27% 28%
BRA 27% 26%
KOR 23% 28%
NOR 23% 33%
SWE 21% 34%
GRE 16% 35%
Segmentation: Sources and Devices
Base: Total sample in each country

WHO ARE THE TRADITIONALISTS?

Tend to be older, with lower level of education but they tend to trust the news more than mainly digital users.

traditionalists2


News Lovers, Daily Briefers, and Casual Users

Our second segmentation is based on a mix of frequency and interest in the news. For example, news lovers are those that say they are extremely interested in the news and access it more than five times per day.

Some of these groups play more important roles than others in driving the new interactive news ecosystem. News lovers consume more, are more trusting of news organisations and journalists, share more, are better educated, and are almost twice as likely to pay for online news.

SEGMENTATION BY FREQUENCY OF ACCESS AND INTEREST IN NEWS

frequency segment

Q1b. Typically, how often do you access news?
Q1c. How interested, if at all, would you say you are in news?

Base: Total sample

WHO ARE THE NEWS LOVERS?

Tend to be male, older, with higher levels of education. They tend to trust the news more, share more and are more prepared to pay.

newslovers