Most traditional media audiences are largely concentrated among older individuals and those living in rural areas—but there is also a correlation with higher income.
In Q1 2019, nearly eight in 10 internet users ages 16 to 64 had listened to broadcast radio in the month prior to polling, according to GlobalWebIndex/Publicis Media. The highest usage (91.5%) was found in the 35-to-44 age bracket.
Internet users ages 55 to 64 were about twice as likely to have read a print newspaper in the previous month than those in the 16-to-24 age bracket. More than two-thirds of affluent respondents were newspaper readers.
Consumers in Demark still spend a good amount of time with print media. In H1 2019, respondents devoted an average of 51 minutes per day to print press—up from 35 minutes in Q2 2018. Daily time spent with broadcast radio stood at 1 hour, 20 minutes (1:20), on average, down just 1 minute from Q2 2018. That said, time spent with online press is growing, at an average of 1:04 this year, vs. 51 minutes in 2018.