MEDIASTATS: Reading habits change in Asia

<p>Exposure to newspapers has changed considerably across the region, </p><p>particularly in the Philippines, Thailand and Malaysia, according to </p><p>research by NFO WorldGroup - Hong Kong. </p><p><BR><BR> </p><p>Only a minority of the population in the three countries claim the time </p><p>spent reading newspapers was lower today than a year ago. Most readers </p><p>in Chin are also spending less time reading newspapers. This has been </p><p>attributed to their ability to access news online. </p><p><BR><BR> </p><p>Radio exposure also experienced a great degree of change, with listeners </p><p>in all countries spending less time listening to the radio compared with </p><p>12 months ago. </p><p><BR><BR> </p><p>Taiwan had the lowest newspaper and radio exposure at 87 and 64 per cent </p><p>respectively. </p><p><BR><BR> </p><p>Mainland China's radio listenership levels were also relatively low at </p><p>70 per cent. </p><p><BR><BR> </p><p>CHANGES IN EXPOSURE TO THE NEWSPAPER AND RADIO MEDIA </p><p>Time spent reading newspapers compared with 12 months ago </p><p> China Taiwan Hong Philip- Thai- Malay- Sing- </p><p> Kong pines land sia apore </p><p>More 10% 6% 17% 27% 29% 25% 24% </p><p>The same 66% 52% 60% 37% 43% 45% 51% </p><p>Less 16% 29% 19% 33% 25% 28% 22% </p><p>Never read newspaper 7% 13% 3% 3% 3% 2% 3% </p><p>Reading the newspaper 54% 37% 44% 25% 21% 26% 38% </p><p>less because accessing </p><p>it online </p><p>Time spent listening to the radio compared with 12 months ago </p><p>More 6% 9% 13% 23% 20% 18% 14% </p><p>The same 42% 36% 41% 32% 31% 36% 37% </p><p>Less 22% 19% 27% 34% 34% 34% 34% </p><p>Never listen to radio 30% 36% 19% 11% 15% 11% 14% </p><p><BR><BR> </p>