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, %) | ||
| 2014 | 2017 |
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 |
Don’t know | 2 | 2 |
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, %) | ||
| 2014 | 2017 |
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 |
Don’t know | 3 | 0 |
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, %) | |||
| 2013 | 2014 | 2017 |
Print version | 58 | 51 | 46 |
E-version | 29 | 34 | 47 |
Don’t know | 13 | 15 | 7 |
Are you ready to completely abandon print media in favor of electronic media? (closed-ended question, one answer, %) | ||
| 2014 | 2017 |
I am completely ready | 17 | 19 |
I am not ready at all | 73 | 79 |
Don’t know | 10 | 2 |
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!