Nine out of ten young adults check the news every day, but only half is willing to pay for reading the news. 4 out of 10 use filters to make sure they do not see any advertisement while reading the news.
A new survey by SIFO, on young adults between 16 and 25, shows that half of the respondents are not willing to pay for reading the news. Only 12 percent of the respondents are currently paying for reading the news, while 34 percent says to be willing to pay for news in the future.
The survey shows that young adults are certainly interested in the news, but half of them admit to only read the news when there is free access. Those who read news that is only accessible through subscriptions, get access via parents, school or work.
“43 percent, mostly boys, use advertising filters on their PC, tablet or smartphone, which prevent advertisers from displaying all their content”, says SIFO researcher Ingrid Kjørstad to news agency NTB.
She says that this is not just a challenge for the news media; it could also backfire on consumers. “Nothing is for free. If you don’t want to pay for reading the news and if you don’t want to get exposed to advertising, you will most likely eventually be exposed to other marketing strategies based on the buying and selling of consumer data.
Source: NTB scanpix / Norway Today