Nielsen: Print news remains staple read in Singapore, but reach in decline

Nielsen’s latest Media Index Report 2012 showed consumption of media content increasingly spans multiple screens, as more and more consumers turn to digital platforms for news and TV consumption.

The report revealed a 4.3 per cent upswing in digital media consumption, with 36 per cent of adults now accessing news and current affairs via e-newspapers online each month.

Conversely, readership levels of printed newspapers are down 2.3 per cent since last year, although printed newspapers still remain the principal read for the majority of the population in Singapore.

“With increased smartphone and tablet ownership, together with the availability of apps from papers like Straits Times, Today and the newly launched Business Times, it is no surprise that we are seeing growth in digital newspaper readership,” said Rebecca Tan, managing director of Nielsen’s Media business in Singapore and Malaysia.

Among the local papers, Straits Times maintains its hold as the most-read English title, but its combined print and online readership is down 2.5 per cent since last year. Its print and online editions have a combined 34.3 per cent reach.

Free newspaper Today grew its aggregated readership of hardcopy and digital readership by 1.9 per cent, now reaching 16.8 per cent of the population on a daily basis (+1.6 per cent).

The New Paper also maintained its combined average daily readership at 12.1 per cent, with the hard copy read by 11 per cent while it digital version reached 0.9 per cent.

Meanwhile, TV content providers are also putting their content on digital platforms to cater to growing digital audiences.

“Currently, consumers are still largely consuming local audio and video content on traditional platforms like TV sets and FM radio,” said Tan. “However, with better infrastructure and even higher adoption of internet enabled devices, the numbers consuming content on digital/mobile platforms is slated to grow.”

As expected, with greater consumption of digital content, internet useage is on the rise. Daily internet usage grew 4.3 per cent to hit 66.6 per cent.

Email and general web surfing are the key digital activities people engage in online, followed by social networking (49 per cent), watching TV/videos/movies (42.7 per cent) and accessing news/current affairs/reading e-newspapers (35.7 per cent).