The nation's app-etite for new ways of reading

Are the British hungry for new ways of consuming newspaper and magazine content? New data released by the National Readership Survey (NRS) today suggest that 3.8 million British adults (8% of the population) are viewing publisher content via tablets, e-readers or apps. 5% of the population (2.3 million) have used a tablet and 3% (1.4 million) have used an electronic book reader.

In January 2011, the NRS expanded its questionnaire to ask about usage of tablet computers, e-readers and apps for viewing newspaper and magazine content. Whilst the questions are generic rather than title specific, data are available for newspaper and magazine usage separately for each platform.

So what do these new data mean for traditional print media, are newspaper and magazine readers consuming content on electronic devices also reading the print products? The NRS data suggest that they are, indeed for magazines in particular the data show that those who have viewed content electronically are more likely to be readers of printed magazines.

The profile of digital readers is perhaps unsurprising:- they are more likely to be male, 15-34, social grade AB, single, living in London or the South East and working full-time or a student.

The NRS will continue to track digital reading and new data will be released each quarter. For more information about the Survey and its data please visit the NRS website www.nrs.co.uk.