Content Marketing Blog

Newspaper apps keep people in the loop

Digital technology has undoubtedly changed the way we access information – and if new figures from Roy Morgan Research are to be believed, this includes how we access news.

Although print editions of the country's most popular papers are still read by millions, an increasing number of people are downloading apps for their favourite newspapers.

As a result, publishers across Australia are giving people what they want and constructing custom-built smartphone and tablet apps so news content can be read on the go.

When questioned whether they had used a newspaper app over the past seven days, 221,000 Australians over the age of 14 said they had used the Sydney Morning Herald's app.

A further 199,000 had used the app released by The Age, while those from The Australian, The Herald Sun and The Daily/Sunday Telegraph also proved to be popular.

People living in New South Wales and the ACT showed the highest usage of newspaper apps, while the 25 to 34 age group boasted the highest proportion of users.

George Pesutto, industry director for media at Roy Morgan Research, noted that the pressure is on for newspapers to stay ahead of the game in the world of technology.

He commented: "Never have so many Australians read these mastheads – albeit in multiple formats.

"Now the real challenge for publishers is how to leverage this massive audience of news junkies to generate revenue."

With many newspapers taking the challenges presented by the online domain seriously, it makes it more important than ever for companies to compete with their own custom news content.

What is evident from this research is that people are keen to know what is going on in Australia and beyond, so businesses need to meet this audience with their own news channels.

After all, your website needs a hook that will encourage consumers to return time and time again!

Posted by Emma Furze