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WE LOVE IT, BUT WE DON’T BUY IT

May 22, 2011

A May 2011 study by Rasmussen Reports, a well-known public opinion polling firm, reveals why newspapers are having challenges. Despite living in a world full of digital media options, 65% of American adults prefer reading a printed newspaper rather than an online version. Good news, right? Wrong. Nearly half (48%) say they rarely or never buy a local newspaper. And as more adults use the Internet, they report that they are less likely to prefer print. Over half of adults (53%) go online or use the Internet every day or nearly every day. That is basically the same level of Internet usage Rasmussen found a year ago. Bottom-line: although consumers might prefer something, that doesn’t mean they want to pay for it.

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