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SBD Global/August 29, 2012/Media

Study: Adults Went To Newspapers Over Facebook, Twitter For Olympic News

Nearly three in 10 adult online users "went to newspaper websites to follow the Olympics," surpassing Twitter and Facebook, according to Nick Batten of MARKETING MAGAZINE. Research commissioned by newspaper marketing body Newsworks showed that 29% of adults went to newspaper websites for their Olympic-related news, compared to 25% for Facebook, 15% for Twitter and 12% for YouTube. The study, carried out online among U.K. adults over the first post-Olympic weekend, also found that national newspaper content, both printed and online, "was consumed by 78% of all adults, which would equate to an audience of 32.8 million." Mobile phones were used to access news content by 41% of the 18- to 34-year-old age group, while computers and laptops were the most dominant platform among 18- to 24-year-olds (45% usage) and tablets were most used by 25- to 34-year-olds (15% usage) (MARKETINGMAGAZINE.co.uk, 8/28).
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