Although 58% of U.S. subscribers say they prefer printed newspapers and only 28 percent admit to consuming them in digital format, these figures may vary when analyzed by demographic or age group.
According to a study conducted by the American Press Institute, in the United States the Hispanic population is more likely to buy newspapers on paper (45%), compared to 34% of African Americans and 23% of whites.
But the most significant data has to do with age.
Adults over 65 pay five times as much for printed news, while those between 18 and 34 tie their options of paying for a paper and a digital subscription at 42%.
And that’s not all. Antiquity and fidelity also play a role here. Among digital subscribers, 1 in 3 acknowledge having started paying less than three months ago, while in the case of paper, only 7% acknowledge having recently subscribed. And in this case, more than half of those who pay have kept their contract for more than five years, which in the case of digital subscribers reaches only 19%.
Therefore, as this study concludes, it is essential that any subscription strategy has a strong digital component, even if the customer base is on paper.