The increasing popularity of online media is provided by young consumers and metropolitan population.
MOSCOW, January 10, 2018. The Russian Public Opinion Research Center (VCIOM) presents the data of a survey devoted to print and online media consumption by Russians.
Print press consumption (newspapers, magazines) has considerably reduced lately (77% in 2014 vs. 55% in 2017). However, online versions have not become more popular among the mass audience over the recent three years (58% in 2014 vs. 54% in 2017).
Online media prevail among young groups of respondents (70% of those aged 18-24; 74% of those aged 25-34) and residents of Moscow and St Petersburg (58%), while older respondents (25% of those aged 60 and over) and rural area inhabitants (43%) are in the minority.
At the same time, more respondents opt for e-versions of newspapers and magazines as a source of information (47% in 2017 vs. 29% in 2013). On the contrary, print media is losing ground (46% prefer print versions; previously – 58%).
Despite the fact that more than three-quarters of Russians (79%) are still not ready to completely abandon print media, substantial changes may occur anytime soon. Today every third Russian aged 25-34 (35%) and metropolitan residents (34%) are willing to switch to online content (electronic newspapers, online magazines). One in five respondents in the general sample would do so (19%).
The VCIOM-Sputnik survey was conducted on October 23-24, 2017. The survey involved 1,200 Russians aged 18 and over, and was carried out using stratified dual-frame random sample based on a complete list of landline and mobile phone numbers operating in Russia. The data were weighted according to selection probability and social and demographic characteristics. The margin of error at a 95% confidence level does not exceed 3.5%. In addition to sampling error, minor changes in question wording and different circumstances arising during the fieldwork can introduce bias into the survey.
|How often do you use the following sources of information? [PRINT NEWSPAPERS AND MAGAZINES (NOT ON THE INTERNET) (closed-ended question, one answer, %)|
|On a daily basis||12||6|
|Several times a week||31||25|
|Several times a month||26||16|
|Several times a year||8||8|
|I do not use them||21||43|
|How often do you use the following sources of information? NEWSPAPERS AND MAGAZINES AVAILABLE ONLINE (ONLINE VERSIONS, E-VERSIONS OF PRINT NEWSPAPERS) (closed-ended question, one answer, %)|
|On a daily basis||18||16|
|Several times a week||22||20|
|Several times a month||13||13|
|Several times a year||5||5|
|I do not use them||39||46|
|Imagine that an interesting article is coming out next week. There is its print version and an e-version. What would you prefer? (closed-ended question, one answer, %)|
|Are you ready to completely abandon print media in favor of electronic media? (closed-ended question, one answer, %)|
|I am completely ready||17||19|
|I am not ready at all||73||79|
Note: Using materials from the site www.wciom.ru or wciom.com, as well as distributed by VCIOM, the reference to the source (or hyperlink for the electronic media) is obligatory!