Continued decline in newspaper reading in Norway
Fewer people are reading newspapers in Norway. Reading of the print version shows the largest drop, but last year the reading online also declined, according to Statistics Norway’s Media Barometer survey 2015.
The report by Statistics Norway provides the results of an annual media survey covering the Norwegian population’s use of and access to various media last year and over time.
Less reading both on paper and online
More than four of ten Norwegians (42 per cent) read printed newspapers on an average day. This is a noticeable decline from 2014, when almost half of the population (49 per cent) read a printed newspaper. But, incidentally, the year 2014 also marked a decline in newspaper reading, being the first time daily newspaper reading fell below 50 per cent.
While reading newspapers on paper has declined over the years, reading online has increased and surpassed the reading on paper. This shift occurred in 2013, when 52 per cent read online and 51 per cent read on paper on the average day. Last year, however, reading newspapers online dropped as well (51 per cent daily reach, compared with 54 per cent in 2014). Thus, the overall daily newspaper reading fell from 75 per cent in 2014 to 72 per cent in 2015.
Daily newspaper reach: Total, print version and online version (share of population 9-79 years, per cent)
Source: The Norwegian Media Barometer 2015, Statistics Norway
Newspaper reach fell for both young and old
In 2015, newspaper readership declined for both young and old. Worth noting is the drop among 67-79-year-olds, i.e. the oldest age group in the survey. In this group, which has steadily read a newspaper over the years, only seven of ten read a printed newspaper every day in 2015, compared to eight of ten the previous year. Total daily newspaper reach was 78 per cent for 2015, a fall from 86 per cent the year before.
Decline in subscriptions
Half of the population has one or more print newspaper subscriptions in their household, down by four percentage points from 2014. In ten years, the subscription rate has dropped from around 70 per cent of the total population. In the oldest age group more than eight of ten have a print newspaper subscription, compared with just over a quarter of 20-24-year-olds. Twelve per cent of Norwegians subscribe to a newspaper’s online version, compared to 9 per cent last year.
Seven of ten Internet users read news online
87 per cent of Norwegians use the Internet on a typical day, and among the Internet users more than seven of ten read online news daily. Six of ten Internet users read news from the newspapers’ web pages – these users consist mainly of youth, young adults and people with high education.
Less TV and radio, more streaming services
Further results from the Norwegian Media Barometer show a decline in linear TV viewing and radio listening. At the same time, streaming of audiovisual content from the web is increasing.
Nearly 40 per cent of the population listened to audio media on the average day in 2015. Among the listeners, seven of ten listened to streamed music or other audio files from the net. As for video media, more than 20 per cent of the population watched video content via DVD/Blu-ray, PVR, or online streaming services. In this group, 65 per cent – especially adolescents and young adults – watched content from online streaming services.
The Norwegian Media Barometer 2015, Statistics Norway (summary in English)
About the survey: The Norwegian Media Barometer survey provides data on people’s access to and use of different media types. The survey is conducted through telephone interviews with a representative sample of the total population aged 9-79 years. The first Norwegian Media Barometer was conducted in 1991, and the report is published every year in the Spring (PDF).
BY: EVA HARRIE