The majority of readers believe that online versions of magazines and newspapers are complementary to the printed edition, rather than a replacement, according to new research.
The study by the Association of Online Publishers also found that most readers consider the web just as credible as print.
Among newspaper readers, 19% prefer to read the product online, 18% prefer it offline, but a whopping 61% have no preference because they regard the two media as serving different purposes.
Magazine readers have a preference for print, with 27% preferring the offline product and only 13% preferring digital magazines, but the majority (58%) have no preference.
More than 80% of newspaper readers and 73% of magazine readers regard the website and the printed product as having equal credibility, citing the brand of the media outlet rather than the medium as the deciding factor.
The AOP Dual Consumption Survey was conducted across 37 member sites, with a total of 26,926 respondents across the UK.
Source: printweek
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