Research

Newspapers are trusted and valued by readers

Newspapers are trusted and valued by readers

Latest readership results from Nielsen show that the role of newspapers, as a trusted medium that readers are deeply engaged with, is as relevant as ever. 

Key findings:
The research found that print newspapers were valued by readers when it comes to delivering credible and trusted content; good for finding out what’s new; helping form opinions; giving people something to talk about; and relevancy - all of which help form a trusted relationship.

  • More than 2.8m New Zealanders read print newspapers each week.
  • 7 out of 10 readers agree newspapers are thought provoking or help them form opinions, with over half of readers agreeing their newspaper is their most trusted source of news and information.
  • Readers continue to use their newspaper to make important purchasing decisions, 3 out of 4 newspaper readers actually buying something they’ve seen advertised in their paper.
  • Newspapers have grown readership in several key audiences including 25–34 year olds, up 11,000 readers to 398,000, and people aged 45+, up 25,000 to 1.62 million.
  • The Over 45s, often ignored by marketers, are a valuable segment with recent research from Colmar Brunton showing they’re planning to spend $23.5 billion in the next year across a range of categories including cars, DIY, home appliances, travel and technology.

 

Sources:
Nielsen Consumer and Media Insights Q2 15 – Q1 16 vs Q1 15 – Q4 15, All people 15+
Colmar Brunton, Over 45s Research 2016

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