More than one in five people never pick up a national newspaper to read news, a new survey has shown.
The research published by corporate communications consultancy Open Road has shown that internet search engine Google is now the second most popular source of information in the UK behind television.
Open Road collaborated with strategy consultants Populus and polled 2,004 members of the British public along with 195 ‘opinion formers’.
The research showed that 74 percent of people regularly used television to discover information, compared with just 37 percent national print newspapers. Less than one in three people regularly use a newspaper website to access news according to the research.
The study found that 60 percent of people regularly used Google and almost half relied upon Facebook.
Rebecca Reilly, Open Road Director, said: “Broadcast remains a dominant news source for the public, but Google is quickly catching up. While our data shows that both TV and radio have seen a dramatic decline in daily news consumption by the general public in just two years, Google and Facebook are increasingly being used by the public to discover and consume news on demand.
“And, while Twitter has seen a large spike in regular use by opinion formers, it is far less popular with the general public which shows us that businesses and brands need to communicate over a broad spectrum of media to reach a diverse stakeholder base.”
According to the study, half of all Londoners regularly read a national newspaper compared with 24 percent in Wales.
The study also found that 47 percent of people in the more affluent AB demographic regularly take a newspaper compared with just 33 percent of those in the DE class (unskilled worked and the unemployed).