Download Joint National Readership Survey

Strictly embargoed until midnight, August 28th 2014 for publication
August 29th 2014
3 Million Adults in Ireland Read a Newspaper within
the Past Week
•
Over 4 in 5 adults read newspapers regularly
•
2.9 million people read a printed newspaper every week
•
Online readership of newspapers increases by 26 per cent year-onyear
Over four in five adults in Ireland read newspapers regularly, according to the Joint
National Readership Survey (JNRS) 2013/2014, which was released today. This
translates into over 3 million adults in Ireland regularly reading newspapers in print
or online.
The report found that print remains the dominant medium for newspap er content,
with 2.9M people having read a printed newspaper title within the past week and
half a million having read a newspaper title online within the past week.
The data demonstrates a very high cross-over amongst print and digital readers,
with three quarters of online readers also reading in print.
“National Newspapers of Ireland is delighted to see that over 83 percent of adults in
Ireland read newspapers. We are particularly encouraged to find that online
readership is growing at a rate of 26 per cent year-on-year. This is an extremely
impressive level of growth and we expect to see this trend continue. However, print
remains the dominant medium and JNRS 2013/2014 finds that the majority of
online readers are choosing to read in print in addition to online sources. This
demonstrates that print and digital formats have different applications in different
circumstances, often for the same people,” commented Dara McMahon,
coordinating director of National Newspapers of Ireland.
Online Readership Continues to Grow
JNRS 2013/2014 demonstrates that online readership has increased by 26 per cent
year-on-year. The national figure for Average Issue Readership (AIR) now stands at
15.7 per cent, up from 12.5 per cent just one year ago.
However, the true picture of online newspaper readership is one that differs greatly
across demographic groups. Social group remains the most significant determining
factor in suggesting that someone will read their newspapers online, with 37 per
cent of those who fall into the AB group choosing to read online. Those who live in
the capital are more likely to read a digital format, with 23 per cent of Dubliners
choosing to read online, compared with just 14 per cent of the adult population in
the rest of the country. Age also plays a role, with the under 45s more likely to
read online (21 per cent) than those over 45 years old (12 percent).
These factors are compounded when combined.
JNRS 2013/2014 - Average Issue Readership (AIR)
Print &
Digital
Figure
(‘000)
3008
Any
Newspaper
Any Daily 2182
Any
Sunday
2137
Print &
Print Only Print Only Digital
Digital
Figure
Percentage Only
Percentage (‘000)
Figure
(‘000)
83.7
2872
80
565
Digital
Only
Percentage
60.7
1952
54.3
471
13.1
59.5
2077
57.8
153
4.3
15.7
Full Comparability Now Possible
JNRS 2013/2014 is the first report since measurement of online readership was
introduced in June 2012 that allows for comparison with the report one year
previous. Media professionals and other interested parties can now compare the
results with two reports, JNRS 2013 and JNRS 2012/2013 to follow trends in
newspaper readership in print and online.
Notes for editors:
Definition of “regular readership”
“Regular readership” is based on Average Issue Readership (AIR). The definition of average
issue readership is as follows:
The principle of measuring “readership” is to attempt to establish whether or not the person
interviewed has looked at any copy of the publication in question (in print or online), during
a period back from the day of interview equal to the interval at which the publication
appears. (Reading on the actual day of interview is not included). Thus, for each daily paper,
the survey established whether or not the person interviewed read it “yesterday”. In the case
of daily newspapers, interviews conducted on Mondays treated reading on the previous
Saturday as “yesterday”, in line with standard international practice. For each Sunday,
regional or weekly publication (including newspaper magazines), the survey identified
whether or not the respondent had looked at a copy during the past 7 days. Each of these
reading occurrences is described as “average issue readership”, which is commonly referred
to simply as “readership”.
About the JNRS
The Joint National Readership Survey (JNRS) is the most definitive and respected benchmark
in determining the buying and selling of advertising space in the newspaper media in
Ireland. It is Ireland's largest random probability survey with a sample size of approximately
7,000 adults aged 15+. The JNRS contains a wealth of valuable research on readership in
print or online of newspapers and newspaper magazines, as well as lifestyle statements and
information on consumer behaviour. In addition it provides a vast amount of information
on demographics and make-up of the population.
For further information:
Dara McMahon, coordinating director, National Newspapers of Ireland
E: [email protected]
T: 01 668 9099
Or
Anna Clarke, advertising and marketing manager, National Newspapers of Ireland
E: [email protected]
T: 01 668 9099