Readers prefer online newspapers: Study

NEW DELHI: The Internet is spreading across the country, and newspaper websites too seem to be making hay off it. The Web editions of Indian newspapers are now read even in smaller towns, and not just in the metros of the country. A recent study has found that their readership has also spread out to as many as 62 countries, in addition to India.

Columnists are read by 42 per cent of the English newspaper readers. Readers browse through online newspapers mainly for news – 95 per cent do that. Almost an equal number of users browse for the views expressed in the newspapers. The combined percentage of readers of Op-Ed articles is high at 97.7 per cent.

The growth of online newspaper readership within India has been possible due to penetration of computers and easier availability of Internet connectivity even in small towns and cities, according to the study, which was carried out by the Department of Communication and Journalism, University of Pune.

The study was funded by the University Grants Commission (UGC) and was conducted by Kiran Thakur, Head of the department, and lecturer Ujjwala Barve.

Of the total 1,132 users of English newspaper websites who participated in the online survey, 67 per cent were from cities and towns across the country. This, the study concurred, established the fact that the profile of the readership of online editions has undergone a major change during the last eight years. In a similar study conducted in 1998, only 10 per cent readers were Indians residing in India, while 62 per cent were non-resident Indians residing in the US and 4 per cent in Canada.

The online survey was carried out through a questionnaire posted on the department’s website and made available to surfers through banner announcements on the homepages of newspapers. The data gathered through the survey conducted between July and September 2006 was compared with the outcome of the 1998 study. The findings were presented at a recent national conference on “Regional Language Press in India: New Era, New Challenges” organised by the department.

· Among other things, the study found that the proportion of female Internet newspaper readers now is considerably smaller than male readers of English Internet newspapers – only 13 per cent. The number, in fact, has almost doubled in the last eight years. In 1998, the readership comprised only 7 per cent female readers.

· The majority readership is in the age group of 21-40 years, and it is more in states like Maharashtra, Karnataka, Delhi, Tamil Nadu and Andhra Pradesh. Most readers (60 per cent) are highly educated (Masters or PhD degree holders) . Professionals from the fields of IT, education and media constitute almost half (48 per cent) the readership of English newspapers on the Internet.

· Readers browse through online newspapers mainly for news – 95 per cent do that. Almost an equal number of users browse for the views expressed in the newspapers. The combined percentage of readers of Op-Ed articles is high at 97.7 per cent.

· Book/film/theatre reviews are also read by a considerable proportion of the readership: 24.3 per cent. Advertisements are not among the top favourites with readers. However, they have more readership now – 9.10 per cent against 4 per cent in 1998. The small percentage of users (7 per cent) reading women’s columns can be attributed to the fact that the percentage of women respondents was only 13 per cent.

· Most are interested in reading news about India: 92 per cent. Interest in news from the hometowns also varies. While 58.2 per cent Marathi readers are keen on reading news about their hometowns, comparatively less percentage of English newspaper readers (33.8 per cent) do as much.

· Users also seem to be interested in reading more about business & economy (69 per cent), politics (60 per cent), and science & technology (60 per cent). Sports news is favoured only by 37 per cent of the users.

· A significant change was noticeable in the interest in news about social development and environment between now and 1998. About 4 per cent readers had shown interest in this category of news in 1998. This time round the figures have risen to 46 per cent for news about social development and 33 per cent for environment. Close to 30 per cent take interest in rural development, and 28 per cent in arts & culture.

· English newspaper readers have more interest in human interest stories (44 per cent) and news about celebrities (21 per cent) than Marathi newspaper readers (32 per cent and 16 per cent respectively). Columnists too are read by more English newspaper readers (42 per cent) than Marathi newspaper readers (28 per cent).

· Another striking finding of the study was that a large number of readers visit online editions to access archival material – 47 per cent.

· English newspaper readers also visit the Web editions to participate in online polls and to kill time. Many of those who are away from India or their hometowns look upon it (14 per cent) as a tool to overcome homesickness.

· Most readers (about 60 per cent) reported high level of satisfaction from the Internet newspaper/s that they read. This proportion is higher than the satisfaction level of 41 per cent in 1998.

· Matrimonial advertisements in the online editions of newspapers do not seem to attract readers, even though the readership is dominated by youngsters. Only about 2.5 per cent readers visit the matrimonial section of online newspaper. Cartoons too appear to be less favoured (only 0.44 per cent) for English website users.

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