While findings seem to underscore enduring trust in traditional media even in the digital age, the study which was conducted on Humanify's app, also showed high preference on receiving the news digitally. Of the total readers, 84.1% reporting a good preference for the digital format, also reflected by the older (>30 years) readers.
The top reason for preference of a digital delivery was convenience, with 93.2% scoring the digital format high on convenience. Top reasons for this were easy access to digital media, especially news consumption out of home and while commuting. Interestingly, there were also mentions around how a digital medium would be more sustainable and planet friendly than newspaper prints, reflecting an emerging concern for the planet and
"While the preference for digital delivery is expected, it's heartening to see that legacy newspapers can still find relevance even with younger readers, by adapting to digital formats," said Geetika Kambli, Founder at Humanify. "The study was run on Humanify's app, capturing conversations by readers around their preferred reading habits, and using AI to convert this unstructured data into a research report in minutes. AI is redefining the way we experience products and express our feelings about them. If we choose to use it well, it can give us the transparency we need, around how we read and decode insights," says Geetika.
The report also noted that readers appreciated
Humanify is an AI company that owns the research-tech platform Explorastory, a sense making AI platform that translates real human behaviour from videos, conversations and surveys, into user research reports designed for product and marketing teams, in minutes. They also note that all survey results may be subject to potential biases, despite best efforts to minimise them.