Lockdown has increased the affinity for newspapers: National Survey

The Avance Field And Brand Solutions LLP survey has concluded that the number of people spending more than an hour with newspapers has gone up from 16% to 38%

e4m by exchange4media Staff
Updated: Apr 23, 2020 5:22 PM

The nationwide lockdown has drastically changed the reading habits of people. The findings of a National Survey suggest that people tend to trust the printed version of news more, and the lockdown has only helped the affinity with newspaper.

Avance Field And Brand Solutions LLP has conducted a survey to gain insights into people's reading habits during the lockdown. It concludes that 38% readers are now spending more than an hour with their newspaper. Before the lockdown, the figure was less than half, just 16%.

The survey was conducted through phone calls between April 13 to 16 across the nation. It yielded some interesting observations. Not only does it tell how people read their paper, but also how much time they spend with it.

Before the lockdown, 42% readers used to give more than 30 minutes to the newspaper. Now this number has increased that to 72%. The number of people spending less than 15 minutes with paper has reduced to 3%. Before the lockdown, it was 14%.

Similarly, people who would give an average of 38 minutes to the paper are now giving almost an hour. The findings also suggest that earlier where 58% people used to read through the paper in one sitting, 42% percent readers now are repeatedly returning back to the paper during the course of the day. The reader-paper proximity is clearly increasing, the study has found.

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