Reuters Ins*tute Digital News Report 2017 Nic Newman, Lead Author Finnmedia New Growth Seminar, Helsinki 26th September 2017
@risj_oxford | #DNR17 |
World’s biggest news survey
70,000
respondents
36
Markets
Methodology RESEARCH CONDUCTED ONLINE IN JANUARY/EARLY FEBRUARY 2017 Sample Size
Internet penetraSon
Country
Sample Size
Internet penetraSon
USA
2,269
89%
Belgium
2,009
88%
UK
2,112
94%
Netherlands
2,006
Germany
2,062
89%
Switzerland
France
2,000
84%
Italy
2,011
Spain
Sample Size
Internet penetraSon
Japan
2,000
91%
95%
Korea, South
2,002
92%
2,005
89%
Taiwan
1,017
84%
Austria
2,000
82%
Hong Kong
2,015
80%
63%
Hungary
2,004
80%
Malaysia
2,108
68%
2,006
78%
Slovakia
2,002
82%
Singapore
2,000
81%
Portugal
2,007
64%
Czech Republic
2,003
88%
Australia
2,004
92%
Ireland
2,002
77%
Poland
2,013
73%
Canada
2,000
93%
Norway
2,056
98%
Romania
2,029
52%
Urban Brazil
2,003
68%
Sweden
2,021
93%
CroaSa
2,005
70%
ArgenSna
2,001
79%
Finland
2,007
93%
Greece
2,002
66%
Chile
2,005
80%
Denmark
2,011
98%
Turkey
2,005
58%
Mexico
2,003
53%
Country
Polling by
Country
Supported by
RISJ Digital News Report 2017
3
Fake news and the role of trust
In the era of fake news only …
24%
agree social media does a good job in separa*ng fact from fic*on
“PEOPLE SHARE WITHOUT READING THE INFORMATION IN THE ARTICLE”
Female (21), USA
RISJ Digital News Report 2017
5
In the era of fake news …
40%
agree the news media does a good job in separa*ng fact from fic*on “IT’S THEIR JOB TO REPORT THE FACTS”
“IT’S THEIR JOB … TO REPORT THE FACTS”
RISJ Digital News Report 2017
6
In the era of fake news …
40%
agree the news media does a good job in separa*ng fact from fic*on “CREDIBLE INFORMATION WITH WRITERS NAMES ATTACHED”
“IT’S THEIR JOB … TO REPORT THE FACTS”
RISJ Digital News Report 2017
7
Trust varies across countries % THAT AGREE THEY TRUST MEDIA MOST OF THE TIME
FINLAND
No 1 for trust
62
UK
Trust down 7 percentage points
43
USA
53% trust sources they use
38
RISJ Digital News Report 2017
8
PolarisaSon in USA
“FOX NEWS KEEPS IT FAIR; CNN TELLS US LEFT WING LIES!”
AUDIENCE MAP FOR TOP ONLINE NEWS BRANDS Calculated by usage/audience leanings
“THEY ARE SO FAR TO THE LEFT, THEY MIGHT FALL OFF ..”
The so-‐called ‘liberal media’
W Post
CNN
Yahoo News!
Fox News
New York Times
Mid point
THOSE ON THE POLITICAL RIGHT ALMOST 3X AS LIKELY TO DISTRUST THE NEWS MEDIA RISJ Digital News Report 2017
9
UK media landscape
“I USED TO TRUST AND VALUE THE BBC NEWS BUT NOW IT’S JUST A MOUTHPIECE FOR THE LIBERAL LEFTISTS.” Male (52), UK
AUDIENCE MAP FOR TOP ONLINE NEWS BRANDS Calculated by usage/audience leanings
The Canary
Guardian Online
BBC News Online
Mid point
MailOnline
“EVEN THE BBC TENDS TO SUPPORT [A] FAR RIGHT WINGED PARTY NOWADAYS.” Female (54), UK RISJ Digital News Report 2017
10
Finland is less polarised AUDIENCE MAP FOR TOP ONLINE NEWS BRANDS Calculated by usage/audience leanings
Mid point
RISJ Digital News Report 2017
11
Different brands are trusted for different things SELECTED UK BRANDS
12
Different brands are trusted for different things SELECTED BRANDS -‐ FINLAND % who say best for … 1. YLE
3. HELSINGEN SANOMAT
2. ILTA SANAMAT
Help me understand
38%
Help me understand
Help me understand
15%
33% Amusing and entertaining
Amusing and entertaining
35%
16%
49%
14%
Accurate and reliable
Accurate and reliable
Accurate and reliable
20%
11%
34%
Amusing and entertaining
28% 34% Strong opinions
Strong opinions
Strong opinions
13
The role of plaaorms
An increasingly distributed environment
MAJORITY NOW SEE STORIES SELECTED BY ALGORITHMS
RISJ Digital News Report 2017
Around half now use social media for news … 54% AVERAGE ACROSS ALL COUNTRIES, MORE IN LATIN AMERICA AND SOUTHERN EUROPE 60%
51% 41%
50%
40%
30%
20%
10%
0% 2013
2014
2015
2016
2017
Q3. Which, if any, of the following have you used in the last week as a source of news? (Please select all that apply)/Q10 Thinking about how you FIND news online, which are the main ways that you come across news stories? - Used social media and came across news that way. Base: RISJ Digital News Report 2017
USA
UK
But elsewhere social media use is slowing or going into reverse 70%
51% 41% 41%
60% 50% 40% 30% 20%
SPAIN FRANCE GERMANY ALSO SWEDEN 51% (-‐5) FINLAND 45% (-‐1)
10% 0% 2013
2014
2015
2016
2017
Q3. Which, if any, of the following have you used in the last week as a source of news? (Please select all that apply)/Q10 Thinking about how you FIND news online, which are the main ways that you come across news stories? - Used social media and came across news that way RISJ Digital News Report 2017
Social networks and the rise of messaging apps TOP SOCIAL NETWORKS OR MESSAGING APPS (ALL MARKETS)
80% USE A FACEBOOK PRODUCT WEEKLY FOR ANY PURPOSE RISJ Digital News Report 2017
18
Mobile  maturity Â
We’re becoming more dependent on mobile ... THE SMARTPHONE IS ALWAYS WITH YOU, PERSONAL, MULTI-‐FUNCTIONAL, CONVENIENT
RISJ Digital News Report 2017
20
And the next step may be voice … EMERGING DEVICES FOR NEWS – USA, UK, GERMANY
RISJ Digital News Report 2017
21
Paying for news
Evidence of ‘Trump bump’ in the US DRIVEN BY U35S AND THOSE ON THE LEFT % paying for online news (USA 2014-‐17) 50%
RECORD GROWTH SINCE NOV
Trump bump
+ 500,000
+7
40%
30%
digital subscribers
+ 200,000
20%
digital subscribers
10%
+ 250,000 digital subscribers
0% 2014
2015
2016
2017
RISJ Digital News Report 2017
23
But lisle change elsewhere …
13%
PAY FOR ONLINE NEWS
ALL COUNTRIES
ProporSon who pay for any online news European countries
PAY
Highest in Norway
26%
Lowest in UK
6%
RISJ Digital News Report 2017
24
Why pay for online news? COMBINATION OF CONTENT, BRAND AND PLATFORM BENEFITS – BUT DOESN’T MOTIVATE EVERYONE
QUALITY CONTENT
“Real informa*on, fact-‐ checked, well wrieen, good journalism, engaging” (35-‐54, FINLAND)
PLATFORM BENEFITS
“You enjoy the format in which they present their news and you want to pay for that.” (35-‐54, US)
BRAND BENEFITS
“Some people are more engaging, I find. Personally, that’s why I pay for the New York Times.” (20-‐34, US)
25
Why pay for online news?
26
Barriers to paying for online news PLENTY AVAILABLE FREE OF CHARGE – EXPECTATION SET AND FED BY NEWS INDUSTRY
CONTENT NOT WANTED
“I also find that most of the content would be wasted because it doesn’t interest me.” (35-‐54, FINLAND)
COST BARRIER
“It’s like, God, I’ve spent $1000 on electronic devices, can you please give me something for free?” (35-‐54, US)
RESTRICTION BARRIERS
“Think about the news I can get from a variety of sources… I’m a fickle newsreader.” (20-‐34, UK)
27
Barriers to paying for online news
28
How news compares with Nevlix and SpoSfy
ENTERTAINMENT SERVICES Different experience Sense of value Disruptor kudos Cost framing
ONLINE NEWS Risks and instability Sense of wastage Product haze Abundant free
11
How news compares with Nevlix and SpoSfy % PAYING FOR DIGITAL MEDIA BY AGE ALL COUNTRIES
Pays for New York Times, The Guardian, The Intercept, Young Turks
60%
TV and film (eg Nealix)
40%
Music (eg Spo*fy) 20%
News
0% 18-‐24
25-‐34
35-‐44
44-‐55
55+
RISJ Digital News Report 2017
30
Recap: OpportuniSes for consumer value 1. UNIQUE CONTENT 2. NEWS CONTENT EXPERIENCE 4. EASY AVAILABILITY
3. FUNCTIONAL EXPERIENCE 5. VALUE OF THE BRAND
6. PLURALITY OF SOURCES
31
Ad-‐blocking
Ad-‐blocking on hold
24% regularly use sopware to block ads
7% block
on mobile devices
43% have temporarily disabled
their ad-‐blocker specifically for news
33
Key issues for the industry
§ How can trust be re-‐established in journalism and in informa*on more generally? § Is it possible to create beeer online adver*sements; experiences that work for audiences and publishers? § Do we really think more paywalls is the answer? Are we figh*ng the internet? What other models might work? § How does content need to change to support a model based more on reader revenue? And customer acquisi*on/marke*ng/ values? § How does content need to change as mobile and voice become more central? 34
Digital News Report 2017 More informa*on at digitalnewsreport.org
@risj_oxford | #DNR17