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Consumers Spend Less than 10 Minutes a Day with Radio News: PwC

Consumers spend less than 10 minutes a day with radio and magazine news, according to a new survey from PricewaterhouseCooopers in cooperation with the World Association of Newspapers.

The study looked at the amount of time consumers spend each day gathering news and information from a variety of media sources. TV was the top medium in terms of news gathering, at around 43 minutes daily, according to the report. Newspapers landed the second-place spot, at 33 minutes a day.

Those who pay for content online spend about 20 minutes a day, while users of free internet content spend 15 minutes.

The study examined the outlook for newspaper publishers, advertisers, and media buyers as they adapt to the digital revolution and deal with a global economic slowdown. It concluded that newspapers have a long-term future, and will continue to co-exist with other media. However, this is unlikely to be either in the formats or volumes seen today. And, “there will be some casualties and losses of well-known papers along the way,” the report states.

The conclusions were based on a survey of more than 4,900 consumers in seven countries, and on interviews with leading publishers, advertisers and media buyers around the world. Surveyed countries included Canada, France, Germany, the Netherlands, Switzerland, the U.K., and the U.S.