INMA and RAM have conducted one of the largest European studies ever undertaken about reading habits and commitment among newspapers, the INMA Trust and Value Survey 2013.
The results show that 63 percent of UK readers feels their newspaper represents value for money, the highest number in all of Europe. Also, 70 percent spend over 21 minutes with their newspaper, the highest in Europe.
"It’s more important than ever for media companies to understand their readers. The purpose of the study is to provide media companies with an understanding of and insights into how their readers perceive newspapers, what they are willing to pay for, and on what platform they want to consume it. The results will help them improve their business", says Rickard Öhrn, CEO at RAM.
The study has been conducted in 14 countries, among 80 newspapers and 30 000 readers .The UK covered just over 3,000 interviews with 8 qualified titles. They represent a mix of national, regional, quality and mass market titles.
"This study shows which areas each European market should put emphasis on as the media landscape is changing. It is one of the largest studies ever conducted within this field and we see a growing need for pioneering statistics of how ads and articles are consumed and understood, both in print and digital media", says Rickard Öhrn.
Behind the study is INMA, the world's leading professional association for media companies with a focus on marketing and revenue issues and RAM, Research and Analysis of Media, an international media research company.