56
Daily4.8m
Weekly9.2m
Monthly13.5m
Newsbrand total reach
18-34 50-65
Daily5.0m
Weekly8.5m
Monthly10.6m
NRS PADD: May 13 – Apr 15
Newsbrand print reach
18-34 50-65
Daily3.7m
Weekly7.5m
Monthly9.5m
Daily4.3m
Weekly7.4m
Monthly8.6m
NRS PADD: May 13 – Apr 15
Reading a printed newspaper is not just the preserve of older people
15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69 71 73 750
10
20
30
40
50
60
70
80
90Monthly print reach
Age
Pe
rce
nta
ge
NRS PADD: May 13 – Apr 15
Bas VerplankenProfessor of Social Psychology
We talked to an expert on habits
45%of everyday behaviours are repeated in the same location almost every day
Source: Wood, Quinn and Kashy (2002)
But frequency is just one aspect of a habit
A habit is a behaviour that is:• frequently performed
• has acquired a high degree of automaticity
• is cued in stable contexts
The unconscious nature of habits makes them
difficult to measure
Self Reported Habit Index
Verplanken and Orbell (2003)
How do we form habits?
Initiation
phase
New behaviour in a new
context is started
Learning phase
Repetition strengthens context –behaviour
association
Stability phase
Behaviour is initiated almost reflexively by environmental
cues, the habit is formed
Gardner 2009
Active selection of sources
1 2
Active selection stops once the source
is discovered
3
A pattern of repeated media
behaviour is formed
4
Habit is developed and strengthens
over time
Theory of Media AttendanceMedia consumption habit formation
LaRose & Eastin 2004
Charles Duhigg
Habits are comprised of three key elements
Routine Reminder Reward
Applying the academic theory to newsbrand habits – a four stage approach
A 10 day digital diary exploring newsbrand habits with saturation and deprivation tasks
A 5 day experiment, using wearable glasses,
capturing unmediated and subconscious interactions
with newsbrands
Intergenerational Depth interviews to identify key factors in habit
formation
A 1,000 sample online survey to uncover the variety and strength of newsbrand habits in a
connected age
C U L T U R E
C A T E G O R YP E O P L E
N E W S B R A N D H A B I T S
“We’re never more than a click
or a flick away from news
““I realised that we are bombarded with news content without being aware of it sometimes”
Heather, 52
Saturation has led to expectation –Somewhere something is always happening and we need to know about it
Millennials Boomers
It’s really important for me to feel up to date with what’s going on in the country and/or the world
I hate the thought of missing out on what’s happening
82% 89%
71% 72%
I take a quick look at the headlines when
I have a spare moment
Everybody is plugged in
Millennials Boomers
82% 71%
Millennials are hooked on news feeds, and boomers
are catching the habit
Millennial Camille follows the Guardian culture newsfeed on
Facebook because it is her favourite section of the paper
I often hear first about news
stories on social media
Millennials Boomers
72% 30%
We’re all wrestling with the consequences
of a ‘digital overload’
““I feel like I’m surgically attached
to my phone. I check it all the time
and I feel uncomfortable when I can’t”
Heather, 52
Saturation means newsbrand’s role is more important than ever
Millennials Boomers
71% 76%
74% 81%
I identify with [my news brand’s] point of view
I like that I get a balanced point of view from [my news brand]
Newsbrands continue to provide a trusted lens on the world
Millennials Boomers
82% 90%
78% 82%
I like browsing [my news brand] and coming across new things
I like that [my news brand] introduced me to news stories I wouldn’t otherwise think to read
“I wasn’t expecting to enjoy it as much as
I did. It was good to read a range of different articles and widen my
knowledge in areas and stories that I knew nothing about which started lots of
social interaction. It’s been a bit of an eye opener - I didn’t realise I was
missing so muchJames, 29
C U L T U R E
C A T E G O R YP E O P L E
N E W S B R A N D H A B I T S
New news habits have been created by our increased expecation, need and desire for news
If I hear about an interesting news story on social media I’ll go to my preferred newspaper website to get more info
Millennials Boomers
73% 45%
Newsbrands still most efficient news habit
“During the deprivation task I spent a lot more of my time actually looking for news. Rather than go straight to
my newsbrand’s website I would have to look around, compare stories and
then choose one to read rather. Oliver, 20
New routes to form newsbrand habits
“I think I first saw the Guardian on Facebook. Friends just started posting links to articles. I found myself clicking on them. After a while I liked the page and began reading more. Then
when I started getting the train regularly I found myself buying the paper for the journey
Camille, 23
The role of newsbrand habits in a connected age
Occasions
Triggers
Content Automaticity
Rewards
Needstates
Fix Track Fill Indulge Invest
Fix: scratching a constant itch for news
FIX TRACK FILL INDULGE INVEST
Routine
Any time of day there’s a spare moment
Entertainment | latest news | local news
Reminder
Being online | Waiting
Checking social | media
Feeling bored | Find myself doing it
Reward
Break/distraction
Passing the time
Fuels conversation
FIX TRACK FILL INDULGE INVEST
Happens at regular points throughout the day
Breaking news | UK news
Taking a break
Feeling bored
Watching TV
Interesting articles
Relax & unwind
Being in the know
Track: keeping yourself informed about the news
Routine
Reminder
Reward
FIX TRACK FILL INDULGE INVEST
Morning and evening commute
Range of news
On public transport
See the paper
Checking social media
Reward
Raises a smile
Be inspired
Fills the time
Fill: moving from one place to another, using news to pass the time
Routine
Reminder
FIX TRACK FILL INDULGE INVEST
Late morning, weekends
Sport, finance, world news
Regular activity
Taking a break
Enjoy the newsbrand point of view
Interesting articles
Relax and unwind
Indulge: making time for yourself to enjoy the news
Routine
Reminder
Reward
FIX TRACK FILL INDULGE INVEST
Breakfast, last thing at night
Finance, sport, other news
Eating
Regular activity
An alert
Can immerse myself
Makes me smile
Fuels conversation
Invest: surrounding yourself with an in-depth perspective on the news
Routine
Reminder
Reward
comparing habitshow they relateto each other
22%
35%
14% 16%13%
There are more newsbrand consumption occasions than ever before
Proportion of newsbrand habits
FIX TRACK FILL INDULGE INVEST
On the continuum from breadth to depth
Dep
th
FIX TRACK FILL INDULGE INVEST
Bre
adth
Str
engt
h of
hab
it
FIX TRACK FILL INDULGE INVEST
100
109
119
109
121
Some habits are stronger than others
And each platform has a role to play in newsbrand habits
Mobile Online Tablet Print
FixFill
TrackFix
IndulgeTrack
Indulge Invest
Fill
Habits manifest across particular platforms
FIX TRACK FILL INDULGE INVEST
Proportion of platforms across newsbrand habits
Tablet
PC
Mobile
28%
18%
11%
43%58%
20%
10%
11%
64%
9%
17%
10%
76%
12%
6%7%
68%
12%
10%
10%
All habits are important to both millennials & boomers
Proportion of platforms across newsbrand habits
Tablet
PC
Mobile
FIX TRACK FILL INDULGE INVEST
52%
69% 73% 80% 75%
38%47%
64%61%
25%
34%26%
12%5%
10%
24%
18%
12%
17%
2%
11%
61%
10%
17%
12%
7%
16%
5%
12%
12% 12%
3%5%
15%
14%
10%
10%
7%
9%12%
Print provides a sense of completeness and satisfaction like noother platform can
Print plays a large role across the habits for both generations
Dispelling the myths
Young people value the newsprint experience
because it provides benefits
to them that no other platform does
Millennials pick up the newsbrand habit in numerous ways,
often online and through social media – which brings them to print
Boomers have integrated online news habits into their
routines and are increasingly consuming news on mobile devices
Newsprint provides an experience and benefits that no other platform can, even in the digital
age, which keeps it relevant to all
The newsbrand role is even more important, providing a
lens that helps to bring order to digital news saturation, soothing the news itch and providing a sense
of completeness and satisfaction
Some final thoughts
Newsbrands are hugely important to both Millennials and Boomers – and you can reach them in big numbers
Nothing else enables you to resonate with the desire to both engage with and disconnect from newsfeed culture
Audiences are more engaged and immersed in the print newsbrand platform than any other – you have their undivided attention
Other platforms offer new opportunities to engage with audiences in different mindsets and land different messages and experiences
In a world saturated with news, newsbrands are more important than ever before, providing a trusted lens on the world
QuestionsThank you
