Study dispels myths about UK newspaper reading habits
By Erina Lin, Friday 26 October 2007 at 21:29 :: Newspaper Data :: #767 :: rss
The Sunday Times is the newspaper British readers spend the most time with, according to a National Readership Survey out Friday.
This is the first time the NRS revealed a set of data regarding the time spent reading papers, and will become a standard NRS data release, MediaGuardian reported Friday.
"There has been for many years a mistaken assumption that all we are reading for is two minutes - a drive-by read," said Roger Pratt, the NRS managing director, according to MediaGuardian. "This data shows that this is absolutely not the case. People do spend considerable amounts of their day reading newspapers."
According to the survey, people spend 102 minutes on average reading the Sunday Times, more than 10 minutes longer than the Observer (89 minutes) and the Sunday Telegraph (85 minutes).
The survey validated the idea that people spend more time with Sunday newspapers - 66 minutes on average reading the Mail on Sunday, 64 minutes with the Independent on Sunday and 61 minutes with the Sunday Express.
The Sunday Mirror takes up 46 minutes of readers' time, while the News of the World occupies 45 minutes. The People was read for 48 minutes and the Daily Star Sunday for 38 minutes.
NRS found that readers spent 70 minutes on average reading a Sunday paper, with over half taking an hour or more on it.
Saturday editions are also read for longer than the weekday. The Daily Telegraph on Saturday takes up 88 minutes for reading, the Guardian on the same day takes 86 minutes and the Times is read for 79 minutes.
The Saturday edition of the Independent occupies 65 minutes, the Daily Mail for 57 minutes and the Daily Express for 52 minutes. The Sun was read for 36 minutes on Saturdays, the Daily Mirror for 43 minutes.
NRS indicated readers spent an average of one hour reading a Saturday newspaper, and 42 percent took longer than that.
Monday to Friday, the Daily Telegraph takes up for the longest time, 52 minutes. The Guardian is read for 47 minutes, the Times for 49 minutes, the Independent for 40 minutes, and The Financial Times for 35 minutes.
The Daily Mail and Daily Express are each read for 44 minutes. The Daily Mirror and the Sun are read for 39 minutes and 32 minutes, respectively. The Daily Star is read for 29 minutes.
The NRS survey was conducted from January to June this year.
Overall, readers spend an average of 50 minutes total reading a magazine and on average 40 minutes reading a weekday newspaper.
Comments
No comment.
Post comment