German consumers mix old and new media

28 June 2011

BERLIN: The online services run by traditional media companies continue to outperform Web 2.0 platforms as a source of information for German consumers, a study has found.

High-tech trade body BITKOM and research institute Aris polled 1,003 people in Germany to assess emerging preferences in this area.

They reported 49% of participants regularly visited the online portals operated by television and radio stations to keep up with the day's news and matters of personal interest.

Daily newspapers and magazines recorded 42% on this measure, ahead of specialist publications, logging 33%, professional journals, yielding 31%, and pure-play digital content owners, posting 21%.

Internet service providers secured 20%, beating smartphone or tablet apps, generating 16%, Twitter, on 15%, forums, delivering 13%, and blogs, registering 12%.

"The link between old and new media world has enormous potential," said Bernhard Rohleder, director general, at BITKOM.

"In terms of reach, there are great synergies between traditional media and the internet. This provides the basis for successful business models of journalism on the web."

Newspaper platforms saw scores rise to 43% for respondents aged 65 years old or more, while radio and TV broadcasters hit 61% where contributors were under the age of 29 years old.

"Social networks are also becoming increasingly important as a source of information," added Rohleder.

Data sourced from BITKOM; additional content by Warc staff