The National Readership Survey (NRS) has unveiled research with the UK Online Measurement providers (UKOM) to show how the public consumes different sources of news.
The research looks at the percentage of readers for different publications who read the publication offline only, online only, or use both, and has been turned into an infographic by UM London.
Loraine Cordery, senior research executive, said: “The NRS PADD offers an exciting perspective on the consumption of the UK’s biggest publications. The data proves once and for all that there is still a huge role for magazine and newspaper titles, who have traditionally suffered from rather depressing headlines as readerships faced decline.
“There is an increasing need, however, for publishers to get more savvy about their online offering and, in turn, for advertisers to get up-to-speed with the new multi-platform marketing opportunities opening up to them.”
It was discovered that The Times is still mainly read offline online, with 91 per cent choosing this option, while 27 per cent read The Guardian offline only, and 35 per cent read The Telegraph this way.
On the other hand, The Telegraph and Guardian are read online only by 54 per cent each, while 31 per cent only read the Daily Mail online.