While we’re constantly hearing stories that traditional media is under threat, a recent study by Roy Morgan found that those traditional media using the digital arena to its advantage are recording positive outcomes in New Zealand.
The popularity of technologies such as tablets and the smartphone have not come at the expense of traditional media, rather they offer more choice on how people consume media. Digital newspaper consumption has increased 112 per cent in the past five years and is helping drive the total masthead readership of newspapers.
The study found newspapers have been successful in migrating their audiences online, with 32 per cent of New Zealanders who read print newspapers also accessing news online. It also found that 71 per cent of those who read or access news online also read print newspapers. This trend has seen the country’s largest national newspaper the NZ Herald grow its net masthead audience (print and online) by 100,000 readers in the past five years.
When it comes to radio, it was found that smartphone owners are 73 per cent more likely than the average mobile user in New Zealand to listen to the radio on their phone. Television networks are also embracing opportunities offered by the digital arena. Networks are linking their programs with Facebook, websites, Apps, chat rooms and real-time engagement via a second screen.
With 68 per cent of smartphone owners in NZ using their mobile phone to access the internet, and internet access via mobile phone increasing by 99 per cent in the last 12 months, it’s important that traditional media make the most of this growing industry. The Roy Morgan study found 17 per cent of smartphone owners access, read or receive news content on their phone, 14 per cent stream and download radio or music on their phone and 19 per cent watch video content on their phone.
Rather than feeling threatened by the digital space, traditional media instead needs to look at how it can work in conjunction with this arena to bring about the best in their business. It’s a whole new world out there, but one worth getting involved in.
