The way people consume news has changed during the digital era.
But what’s not in doubt is that Irish people remain serious newshounds – and are glued to the latest developments both here and globally.
Research shows how our nation’s love for news hasn’t wavered, with 82 per cent of all adults reading a print or online news title every week.
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That equates to 3.25million people either picking up a newspaper or clicking online to get their latest news fix.
At a time when fake news has flooded social media sites, the majority are still turning to trusted news sources for this.
However, many of those polled say that traditional news titles could still do more to represent a changing Irish society.
The study shows that 2.74million people read a print newspaper every week, while 2.67million read a digital news title weekly.
The research, carried out by Kantar TGI for the Republic of Ireland also shows that 78 per cent of 16–31-year-olds read a news title or app every week.
The study further highlights how newspapers and online ads are in the top three for attention and purchase decisions with news lovers. Up to 28 per cent of adults pay most attention to adverts they see online, followed by 21 per cent on TV and 11 per cent in newspapers.
Meanwhile, up to 18 per cent are also more likely to pay most attention to ads in newspapers than the average adult.
Ann Marie Lenihan, CEO of NewsBrands Ireland, said: “It’s encouraging to see that the demand for professionally produced journalism remains strong, both in print and online.
“Whether it’s coverage and analysis of the political system, breaking news, sporting triumphs, campaigning journalism, or crime reporting, millions flock to trusted news publishers for factual information. Journalism matters both editorially and commercially, providing trusted information and holding power to account, as well as offering advertisers the benefits of trusted platforms and scale to reach their audiences.”
Meanwhile the research also shows how 76 per cent of Irish adults believe our society has become more diverse, while 59 per cent believe that news titles have an important part to play in social conversations. However, a further 42 per cent stated that they believed that not enough brans did enough of a good job representing people like them.
Speaking about the research campaign, Karen Price, Creative Director, News Ireland, said: “The purpose of the 82 per cent campaign was to drive awareness amongst both readers and media buyers that print and digital news media were widely consumed.
“Whether it’s online, or in print 82 per cent of all adults in Ireland is a percentage worth highlighting.”
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