MEDIASTATS: Reading habits change in Asia

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

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