Newsworks UK and PwC redefine engagement
Newsworks UK explored the importance of attention in a world saturated with infinite content. The findings show that the role of newsbrands, as a trusted medium that people choose to pay attention to, is more important than ever.
The study found that print newspapers come out on top when it comes to people regularly putting time aside for them; feeling a personal connection with titles; giving people something to talk about; and readers feeling trust in the content - all of which are drivers of attention.
- 60% of newspaper print readers are not consuming any other media at the same time as reading newspapers
- No generational difference was found: 56% of millennials who read national print newspapers do not consume other media while reading newspapers
- 65% of newspaper print readers are not doing any other activities such as cooking, housework or talking to people at the same time as they are reading
- There is no statistically significant relationship between time spent and attention
- High levels of attention correlate with high advertising response scores, such as: Ads give me ideas about brands, encourage me to consider purchasing and are relevant to me
Source: Newsworks UK, The battle for attention
Read more here from Newsworks UK or download the presentation here