Despite the growth of new media, TV and newspapers remain the primary source of news for those aged over 25
Despite the growth of new media, TV and newspapers remain the primary source of news for those aged over 25, according to research from KPMG International.
Overall just 13% of respondents said they turned to the internet as a source of news. The majority cited TV, followed by 28% who said newspapers and 14% who said radio.
3,000 people from the UK, US, Germany, Spain and the Netherlands took part in the survey that also revealed significant differences among the generations.
Those under 25 were found to make up the largest audience for the internet, with over 30% of them obtaining their news this way. Its popularity drops as the groups increase in age, 11% of those aged 35-54 said they used the internet followed by just 2% of those aged over 55.
"Media companies wishing to stay competitive need to consider experimenting with new business models, alongside their existing ones," said Sean Collins, global head of media and telecoms practice, and UK firm partner.
"This is already beginning to happen, with a number of large newspaper groups recently investing millions in new media technologies, in an attempt to capture this growing market for alternative media consumption."