Survey: Scots loyal newspaper readers

Posted by Savita Sauvin on September 3, 2010 at 2:18 PM

Seven out of 10 Scots continue to read newspapers, either on print or digital, at least three to four times a week, a telephone survey conducted by Ipsos MORI Scotland, also called the Scottish Public Opinion Monitor, has revealed, AllMediaScotland.com reported yesterday.

While the affluence of area in which people live does not affect newspaper readership, the supposed disinterest of young readers towards newspaper content has been overstated, according to AllMediaScotland.com. Despite lower income households being more likely to have less or no Internet access, 70 percent of low income residents reported reading newspaper content regularly. This is almost equal to the 73 percent in the country's most affluent areas.

The detailed results of the telephone survey also found that the Daily Record is the most-read newspaper, with 18 percent of survey-takers saying they read the title. This is followed by Scottish News of the World and The Observer, at 0.5 percent, according to AllMediaScotland.

Online readership on news websites was recorded at 26 percent, according to the survey. The BBC website recorded the highest, at with 23 percent, followed by Sky News at 3 percent.

They survey was conducted on 1,013 respondents between August 16 and August 19, weighted by age, sex and working status using census data. The Scottish Public Opinion Monitor surveys 1,000 adults every quarter about issues affecting Scotland.