Traditional media still enjoy wide reach, but many younger web users are gradually shifting to digital alternatives.
Most of the online population still tuned in to live radio and read print publications. In total, 74.8% of internet users ages 16 to 64 had listened to live radio during the prior month in Q1 2021. More than two-thirds (67.6%) had read a print newspaper during the same period, and almost as many (61.0%) had read a print magazine.
But usage continued to fragment, with younger people the first to lose interest in traditional formats. For example, only 60.2% of 16- to 24-year-olds had listened to live radio in the prior month during Q1. Just 48.3% of the same cohort had recently read a print newspaper, and 44.4% had read a print magazine. In the oldest age bracket, 79.9% were print newspaper readers, and 74.2% had read a print magazine.
Broadcast TV largely bucked this trend, though. Over 83% of internet users in Q1 were live TV viewers, spending an average of 1 hour, 52 minutes (1:52) per day. Penetration was well above 80% in almost all demographic groups—the exceptions being 25- to 34-year-olds and respondents in low-income households.