Reuters Digital News Report 2014 Key Findings: Finland Agenda - - PowerPoint PPT Presentation

Reuters Digital News Report 2014

Key Findings: Finland

Agenda

Background and methodology Overall news consumption Devices to access news Digital devices and t he news day Pathways to the news Social media, sharing and part icipat ion Paying for news News videos Trust and partiality

Background and methodology

• This st udy has been commissioned to underst and how news is current ly being consumed globally with a particular focus on

digital news consumption and devices used to access t he news. The research was conducted online in lat e January 2014.

• The data was weighted to target s set on age and gender, region, newspaper readership and social grade t o reflect the t ot al

populat ion. The sample is reflective of the populat ion who have access t o the internet. Respondent s were screened out if t hey had not accessed news in t he last mont h.

• A comprehensive online quest ionnaire was designed with input from all st akeholders to capt ure all aspect s of news

consumpt ion. Core quest ions were asked in France, Germany, Denmark, S pain, Italy, Finland, Japan, Brazil and t he USA as well as the UK to a nat ionally representative audience to provide an int ernat ional comparison.

• This is a study for the Reuters Instit ute made possible wit h the support of several companies and academic organizations.

The survey was conduct ed by Y

• uGov. In Finland, the research was coordinat ed by The Media Indust ry Research Foundat ion
• f Finland. This slide present at ion and t he Finnish report of key findings were compiled by COMET Research Cent re at the

Universit y of Tampere.

Country Starting sample Non news users Final sample Total population Internet penetration US A 2384 8% 2197 313 847 465 78% UK 2271 8% 2082 63 047 162 84% Germany 2116 3% 2063 81 305 856 83% France 2039 5% 1946 65 630 692 80% Denmark 2075 2% 2036 5 543 453 90% Finland 1532 1% 1520 5 262 930 89% S pain 2082 3% 2017 47 042 984 67% Italy 2041 2% 2010 61 261 254 58% Urban Brazil 1037 2% 1015 193 946 886 46% Japan 2015 2% 1973 127 368 088 80%

OVERALL NEWS CONS UMPTION

Weekly use of different media for accessing news

1% 3% 6% 9% 14% 14% 16% 20% 32% 36% 45% 52% 56% 78% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% None of these Other 24 hour news television channels Blogs Printed magazines Digipapers/ e-papers Websites/ apps of news magazines Websites/ apps of other news outlets (Ampparit.com etc.) Radio news programmes or bulletins Social media such as Facebook or Twitter Websites/ apps of TV and radio companies Websites/ apps of newspapers Printed newspapers Television news programmes or bulletins

Finland, N=1520

• Q3. Which, if any, of t he following have you used in t he _last week_ as a source of news?

(Please select all t hat apply)

Traditional media’s online services and pure players as sources of news

71% 62% 62% 55% 55% 52% 47% 41% 41% 26% 20% 10% 28% 16% 38% 28% 26% 20% 39% 46% 0% 10% 20% 30% 40% 50% 60% 70% 80% Finland Denmark Spain UK Urban Brasil Italy France Germany US J apan Traditional Pure player

• Q3. Which, if any, of t he following have you used in t he _last week_ as a source of news?

(Please select all t hat apply)

N = All t he respondent s

Weekly use of printed papers for accessing news

39% 43% 54% 60% 73% 13% 7% 17% 22% 28% 0% 10% 20% 30% 40% 50% 60% 70% 80% 18-24 25-34 35-44 45-54 55+ News source M ost important news source

• Q3. Which, if any, of t he following have you used in t he last week as a source of news?

(Please select all t hat apply) Q4: You say you’ ve used these sources of news in the last week, which would you say is your MAIN source of news / Net : printed (newspapers and magazines)

Finland

News source: N=1520 Most import ant news source: N=1369

8

57% 56% 31% 27% 22% 17% 16% 15% 14% 13% 10% 8% 8% 7% 7% 6% 5% 2% 2% 2% 1% 7% Iltalehti.fi Ilta-S anomat (iltasanomat.fi) Helsingin S anomat (hs.fi) MTV uutiset (mt v.fi/ uutiset) Yle TV-uut iset… Maakunta-/ paikallislehti verkossa Taloussanomat.fi Kauppalehti.fi Yle1 (radio) uutiset … Ampparit.com Aamulehti.fi Ulkomaiset sanomalehdet tai TV-… Uusi S uomi (uusisuomi.fi) Ilmaisj akelulehtien, kuten esim.… S uomi24.fi Muu Muut S uomen ulkopuoliset… Kaupalliset radiouutiset verkossa Google News HBL.fi Dont know None of these

Online sources

• Q5a. Which, if any, of t he following have you used t o access news in t he last week?

Via t radit ional (Radio/ TV/ Print )

• Q5b. Which, if any, of t he following have you used t o access news in t he last week?

Via online (comput er, mobile, t ablet , e-reader)

News sources accessed last week

61% 55% 36% 31% 28% 25% 24% 22% 13% 10% 9% 4% 1% 7% 1% 5% Yle TV-uut iset MTV uutiset Maakunta-/ paikallislehti Ilta-S anomat Ilt aleht i Helsingin S anomat Yle1 (radio) uutiset Ilmaisj akelulehti, esim. Met ro Kaupalliset radiouutiset Aamulehti Kauppalehti Ulkomaiset sanomalehdet tai TV-… Hufvudstadsbladet Ot her Dont know None of these

Traditional sources

9

Newspaper usage: Combined, print and online

93% 83% 81% 78% 75% 75% 74% 72% 58% 55% 79% 67% 70% 55% 65% 69% 67% 61% 49% 44% 82% 67% 68% 67% 48% 31% 49% 35% 33% 40%

Finland Denmark Spain Italy Germany Japan Urban Brazil UK USA France

Combined reach Print newspaper Online newspaper

• Q5. Which, if any, of t he f ollowing have you used t o access news in t he last week?

Base: All market s 2014 – UK: 2082; Germany: 2063; S pain: 2017; It aly: 2010; France: 1946; Denmark: 2036; Finland: 1520; US A: 2197; Urban Brazil: 1015; Japan: 1973

Wit h t he except ion of France and Italy, newspapers reach t hree quart ers of all t hose int erest ed in news

• t hrough a combinat ion of print and online. Finland has 93% combined reach wit h enormous levels of
• verlap (not subst it ut ion) and Denmark is t he same - part ly driven by bundled print and online

subscript ions. In t he US we have seen falling print sales and much more subst it ut ion In general, t hough, most online newspaper users ALS O use a print product

DEVICES TO ACCES S NEWS

Devices for accessing news last week

Finland, those who use digit al devices N=1470 41% 23% 6% 13% 1% 3% 6%

• Q8b. Which, if any, of the following devices have you used to access NEWS

in the last week?

Accessing news via apps and a browser

26% 52% 14% 8% 47% 38% 10% 4% 0% 10% 20% 30% 40% 50% 60% I mainly use news apps I downloaded from an app store I mainly use news websites via the standard web browser on my device I use news apps and mobile websites about the same Not sure Finland Great Britain

Those who accessed news via mobile last week. Finland: N=667 Great Britain: N=658

DIGITAL DEVICES AND THE NEWS DAY

Those accessing news several times in a day according to the use of digital devices

80% 82% 85% 85% 72% 70% 76% 75% 81% 57% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Smart phone Smart phone and computer Smart phone and tablet All three devices All respondents

Q1b:Typically, how often do you access news. By news we mean national, international, regional/ local news and other topical events accessed via radio, TV, newspaper or online.

Finland Great Britain

Accessing the news during the day

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% First thing in the morning Later in the morning Lunchtime Afternoon Early evenging Late evening Last thing at night

Q4b: When do you typically access the news? (Please select all that apply)

All 18-24 25-34 35-44 45-54 55+

Finland, N=1520

P ATHWAYS TO THE NEWS

Pathways to the online news

11% 4% 3% 5% 9% 11% 14% 21% 23% 57% 0% 10% 20% 30% 40% 50% 60% Don't know Other Used Twitter A news alert via SM S or app on mobile phone Search engine (e.g. Google, Bing) for a particular news story Via email newsletter or alert Used aggregate (Ampparit/ Aukio/ Suomi24) Search engine (e.g. Google, Bing) for the name of a particular website Used Facebook or other social network and came across news Directly accessed one of more newswebsites/ apps

Q10:Thinking about you got news online (via computer, mobile or any device) in the LAST WEEK, which were the ways in which you came across news stories? (Please select all that apply)

Finland, N=1520

S earches and social media as pathways to the news

19% 15% 26% 28% 32% 28% 33% 29% 21% 17% 0% 5% 10% 15% 20% 25% 30% 35% 18-24 25-34 35-44 45-54 55 +

Q10: Thinking about you got news online (via computer, mobile or any device) in the LAST WEEK, which were the ways in which you came across news stories? (Please select all that apply)

Search engine Social media

Finland, N=1520

S OCIAL MEDIA, S HARING AND P ARTICIP ATION

Sharing, discussing and participating the news

32% 1% 1% 3% 6% 8% 8% 13% 16% 17% 17% 20% 46% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

None of these Write a blog on a news or political issue Post a news-related picture or video to a news website / … Take part in a campaign or group based around a news subject Share a news story via email Post a news-related picture or video to a social network site Comment on a news story on a news website Rate (or like) a news story Comment on a news story in a social network Vote in an online poll via a news site or social network Talk with friends and colleagues about a news sotry online Share a news story via social network Talk with friends and colleagues about a news story

Q13: During an average week in which, if any, of the following ways do you share or participate in news coverage?

Use of social media services

5% 36% 0% 0% 0% 0% 0% 0% 0% 2% 6% 3% 12% 1% 8% 12% 9% 36% 2% 9% 1% 1% 1% 2% 3% 4% 7% 9% 13% 13% 14% 19% 25% 30% 59% 63% 0% 10% 20% 30% 40% 50% 60% 70% I can't say None of these M ySpace Yahoo Answers Reddit Foursquare Tumblr Pinterest Instagram WindowsLive Twitter LinkedIn Ampparit Spotify Suomi24 Google+ YouTube Facebook

Q12A: Which, if any, of the following have you used for any purpose in the last week? (Please select all that apply) Q12B: Which, if any, of the following have you used for reading, watching, sharing or discussing news in the last week?

Overall For news

P AYING FOR NEWS

Paying for digital news

7% 8% 8% 13% 12% 10% 14% 11% 22% 8%

UK Germany Spain Italy France Denmark Finland USA Urban Brazil Japan

• Q7. Have you paid for ONLINE news content, or accessed a paid for ONLINE news service in the _last year_ (this could

be an ongoing subscription or one off payment for an article or app)

3% 4% 5% 12% 16% 24% 26% 29% 0% 5% 10% 15% 20% 25% 30% 35%

Other I made an ongoing payment to a service that gives me access to multiple digital news sources. I made an ongoing payment for a digital news service as part of a wider cable, broadcast, mobile or other relationship. Someone else paid for me to subscribe or access a digital news service. I made a single "one off payment" to access a news app or download an edition via a digital newsstand. I made a single "one off payment" to access an article, website (eg day-pass) or pdf. I made an "ongoing payment" (subscription) for a digital news service. I made an "ongoing payment" to a digital news service as part of a wider print subscription.

S hare of payers Ways of paying

• Q7ai. You said you have accessed paid for ONLINE news content in the last year. Which, if any, of the following types of payment have you used

to pay for ONLINE news content in the last year? (Please tick all that apply)

Finland, N=220 Those who have paid for

• nline news in the last year

” I made an ’ ongoing payment’ to a digital news service as part of a wider print subscription”

31% 29% 23% 18% 17% 16% 15% 13% 12% 12% 0% 5% 10% 15% 20% 25% 30% 35% Denmark Finland US Japan Spain UK Urban Brasil Italy Germany France

• Q7ai. You said you have accessed paid for ONLINE news content in the last year. Which, if any, of the following

types of payment have you used in the last year? (Please tick all that apply) Base: All who have paid to access online news in the past year – UK=139, Germany=173, US =238, Japan=153, Urban Brazil=233, Italy=267, Denmark=206, Spain=173, Finland=220

Base: Those who have paid to access online news in the past year

Willingness to pay for digital news among those who don’t pay yet

7% 15% 21% 23% 10% 11% 11% 11% 61% 8%

UK Germany Spain Italy France Denmark Finland USA Urban Brazil Japan

• Q7aii. You said you have not paid for online digital content in the last year. How likely or unlikely would you be to pay IN THE

FUTURE for online news from particular sources that you like?: “ Very likely” or “ somewhat likely”

• Q7aii. You said you have not paid for online digital content in the last year. How likely or unlikely would you be to pay IN THE FUTURE for online news from particular sources that you like?

Finland, N=1272 Those who have NOT paid for online news content in the last year.

1% 10% 25% 58% 6% 1% 11% 29% 53% 5% 2% 12% 26% 57% 4% 0% 10% 20% 30% 40% 50% 60% 70% Very likely Somewhat likely Somewhat unlikely Very unlikely I can't say All (N=1272) Tablet users (N=247) Smartphone users (N=491)

Most important factors in taking an

• nline news subscription
• OPTQ7b. You said you have a subscription with at least one ONLINE news provider, what were the three most important factors in _taking_ an
• nline news subscription in the first place (please choose up to three)

9% 9% 11% 16% 17% 23% 46% 63% 0% 10% 20% 30% 40% 50% 60% 70% Other No other way to access valued content Quality of specific columnists, writers and journalists Quality of specific area (eg sport, arts, technology, business) Access to special offers / subscriber's club A brand I prefer for news Broad range of news coverage Enables access wherever and whenever I want

Finland, N=131 Those who have a subscript ion wit h at least one online news provider

NEWS VIDEOS

Consuming online news: video vs text

30% 27% 20% 18% 17% 16% 16% 15% 10% 10% 72% 81% 84% 80% 73% 68% 69% 71% 85% 58% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% US A Urban Brazil It aly Finland S pain UK Germany France Japan Denmark Video Lists, articles, blogs

Base: All the respondents

Watching different types of news videos

3% 4% 18% 24% 40% 44% 54% 0% 10% 20% 30% 40% 50% 60% Don't know None of these Longer news programme accessed on demand (eg a stream or download of politics, heatlh, tech, film, food) Live stream coverage of other scheduled news event (eg political speech, tech launch, fashion event etc.) Live stream coverage of a breakikng news event News clip that provided context or analysis on a text story eg journalist/ politician talking to camera, or a short interview News clip that adds drama to a text story (eg eyewitness testimony, raw footage of a news event)

Q11aii: Which TYPES of news video have you watched online in the last month? (Please select all that apply)

Finland, N=278 Those who have watched news videos in the last week

TRUS T AND P ARTIALITY

Preferring neutral or openly angled news

73% 27%

Thinking about the different kinds of news available to you, do you prefer:

News where the reporter tries to reflect a range of views and leaves it to the reader/ viewer to decide News where the reporter argues a point of view

• ffering evidence to support that view

Point of view 90% 10%

Thinking about the different sources of news available to you (such as a newspaper, broadcaster or online news source), which do you trust (or believe) most:

News from sources that try to be neutral (or impartial) News from sources that are open about their own views and biases Neutral Point of view

Neut ral

Finland, N=1520

Trust in news brand vs trust in the reporter

82% 72% 55% 63% 57% 63% 57% 64% 37% 57% 72% 66% 60% 60% 53% 44% 40% 35% 31% 31% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Urban Brasil Italy Spain France US UK Denmark Germany Japan Finland

Q5e: To what ext ent are t he following import ant t o you in t erms of whet her you t rust a source of news –t hose responding quite or very important.

Brand important Reporter important

N = All t he respondent s