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Young adults are failing the online newspapers

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Young people spend a lot of time online, but online newspapers are not the main draw. Photo: Lise Åserud / NTB

Of NTB | 16.05.2024 02:40:16

Economy and business: In 2017, 72 per cent of Norwegians aged 20 to 24 read an online newspaper daily, but in 2023 the figure has dropped to 51 per cent. It shows numbers Klassekampen has received from Statistics Norway (SSB).

Norwegian media barometer 2023 shows that 47 percent in the age group 16 to 24 read an online newspaper daily, a decrease of eight percent from 2022. At the same time, 79 percent in the same age group see news through social media, especially Tiktok.

News editor Tora Bakke Håndlykken, in VG, believes it is worrying that young people get their news through non-editor-controlled media.

– We have a strong position among young people, but looking at our numbers it is a challenge to reach them – not least in competition with social media, she says.

Media researcher Tellef Raabe points out that online newspapers have remained unchanged in format for the past 15–20 years, and that the media industry has long struggled to reach young people. While you would expect that when people reach the age of establishment, they will start paying for news media, it is not a law of nature, he says.

– Media use is largely about socialization. When paper newspapers are phased out from Norwegian kitchen tables and the shelves at Rema, it can lead to brands becoming less visible, and people not having such a strong relationship with them.

(© NTB)

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