NEWS | 28 May 2015

Norwegian Media Barometer 2014: Online papers larger than print

Online media use is going up. Increases in online newspaper reading and in streaming files from the Internet are two examples. At the same time, linear TV viewing is stable and radio listening is increasing. This is shown in the Norwegian Media Barometer, Statistics Norway’s annual media survey.

Norwegians are among the world's most avid web users. Of the country’s population, 88 per cent use the Internet on an average day (85 per cent in 2013). Almost everyone has access to the Internet at home, 80 per cent have a smart phone and 70 per cent a tablet. And Internet-related media use, including social media, increases each year.

More read newspaper online than on paper
Daily newspaper reach, which long remained around 80 per cent, has seen a decline in recent years. Today, 75 per cent of the Norwegian population read a newspaper on an average day; the slight decrease from 76 per cent in 2013 is not statistically significant.

One clear change, however,  is that online reading has passed paper reading: 54 per cent of the population read an online newspaper on a daily basis, while 49 per cent read the print version (in 2013, the distribution was 52 per cent online and 51 per cent on paper). Among 20-24-year-olds, 71 ​​per cent read the newspaper on the web on a typical day, while 26 per cent read it on paper.

Daily newspaper reach: Total, print version and online version (share of population 9-79 years, per cent)

Source: The Norwegian Media Barometer 2014, Statistics Norway.

Linear TV is stable, SVOD is increasing
Like newspaper reading, linear TV viewing has decreased in recent years, after long having hovered at around 80 per cent. The 2014 figures are no different from 2013, though, with a daily reach of 74 per cent and viewing time of 132 minutes. This includes the 72 per cent who watch regular TV and the three per cent who view television channels broadcast simultaneously on the web. But even if the total viewership is stable, changes have occurred in different age groups. The younger (9-15 and 16-24 years) watched less TV in 2014 while the older (45-66 and especially 67-79 years) watched more than the year before.

At the same time, the viewing of video media increased from 15 per cent in 2013 to 22 per cent in 2014. This category includes recorded TV programmes, purchase or rental video, downloaded video files and streaming video services, and the increase is due to paid-for streaming services such as Netflix. Of the users, 60 per cent view paid-for videos streamed from the Internet. The greatest use is among the 16-24-year-olds.

Both radio and streaming audio files are increasing
A total of 64 per cent listen to the radio on an average day, up from 59 per cent in 2013. This includes listening to regular radio and simultaneous radio programmes online (59 per cent and 5 per cent, respectively). Radio listening is largest in the older age groups, but the most recent year's increase has occurred mainly among the young. Among 9-15-year-olds, the daily reach rose from 31 per cent in 2013 to 42 per cent in 2014, and among 16-24-year-olds listening is up from 40 per cent to 55 per cent. A fifth of the population, 19 per cent, listen to DAB radio on an average day.

Audio media, which includes e.g. CDs, MP3 and sound files downloaded from the Internet or streamed Internet files, has decreased. On a regular day, 39 per cent listen (41 per cent in 2013). Among the 16-24-year-olds the share of daily listeners is 62 per cent. Despite the overall decline, there is an increase in streaming content. In the group of young listeners aged 16-24, four out of five stream sound files daily.

Read more
The Norwegian Media Barometer 2014, Statistics Norway (report in Norwegian, abstract in English)
medianorway's database present data in English (newspapers, radio, television, ICT)

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 March/April (PDF).