KPMG: Print resilient, paywalls unpopular

A survey has suggested that just two per cent of readers would pay for a website that they currently use for free, reports Press Gazette.

And while the uptake of digital content continues to grow, the report by KPMG, based on three YouGov surveys, also revealed that 86 per cent of respondents prefer to read from printed products ahead of online or mobile devices.

David Elms, KPMG head of media, said: “Over the past year traditional media has held up well, and despite the ever growing availability of online media, consumers still expect and consume both.”

The survey, based on answers from 2,000 people, found that 27 per cent of Britons own a smartphone (rising to over 43 per cent for 18-34 year-olds). Currently, just two per cent own a tablet such as the iPad.

KPMG said the percentage reading a free newspaper had increased from 15 per cent to 26 per cent in the space of a year and the proportion reading a free magazine had risen from 12 per cent to 24 per cent.

Elms added: “The rise of the smartphone and tablet, particularly among the key 18-34 demographic, highlights the potential for mobile advertising to this elusive audience.”

(Source: Press Gazette)

This article appears in issue 264 of Media Digest.

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