Inside the mind: newspaper subscribers

July 31, 2020, 8:17 AM GMT+0

Which Brits still subscribe to news outlets?

Looking at the demographic breakdown of adults subscribed to newspapers, they are often older, with 50% of subscribers aged 55 and over. Brits between the ages of 40 and 54 make up 18% of subscribers, and another 21% are aged between 25 and 39. Only 12% of newspaper subscribers are aged under 25.

Men are also more likely to be subscribers (57%) compared to women, who make up 43% of newspaper subscribers, meaning elderly men are the most likely candidate to be a newspaper subscriber.

Despite having newspaper subscriptions, the plurality of newspaper subscribers (20%) say that the television is there main source of news – however this is 10% lower than the general population (30%). One in 6 (17%) of newspaper subscribers say printed newspapers are their main source of news, compared to 9% of the general population.

Despite being subscribers, there is not a significant difference between the numbers of adults who say that news apps and newspaper websites are their main source of news – however newspaper subscribers are slightly less likely to get their news from social media (10%) when compared to the general public (13%)

How do the attitudes of newspaper subscribers differ? YouGov profiles data shows that not all those who have a print subscription also have an online subscription. Two fifths (41%) of newspaper subscribers say they also pay for news online, compared to 12% of adults overall.

Subscribers are also more loyal to particular news brands, with 50% agreeing they stay loyal to one newspaper compared to 31% of adults in general.

Those who subscribe to newspapers are also more likely to be keen readers with 31% of newspaper subscribers preferring to read books as soon as they come out before others have a chance too, compared to 15% of the general population.

Another 47% of newspaper subscribers say they like to stay up to date on the latest books, compared to 27% of the general population who say the same.

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