Internet yet to trump traditional media

NIELSEN   MEDIA   MEASUREMENT

• Media usage patterns remain unchanged
• Traditional media still favourite
  
• Internet yet to catch up
• Nielsen's report concludes
  

Singapore - Internet remains small as nine out of ten Singaporeans still turn to either newspapers or TV for information, news and entertainment, The Nielsen Company in its latest annual media index concluded.

The report is a result of a survey involving 4,862 respondents aged 15 and above in Singapore from July 2009 to June 2010.

"Just like offline media, people go online mainly for information, news and entertainment. Though this pool of people is growing, only a very small group will forgo the usual offline means and use the Internet exclusively. Most people still consume offline media like newspapers and TV, with the Internet as a complement," Rebecca Tan (pictured), executive director, media group, The Nielsen Company Singapore, said.

The Internet, firmly established as a media mainstay, continued to be used by six in 10 people in Singapore with information, entertainment and news driving usage, especially among adults aged 30 years and above.

Average readership for newspapers remained high at 73% with English daily readership dipping slightly to 47% while that for Chinese daily remaining unchanged at 29%.

Singapore's highest read daily paper The Straits Times topped the list at 36%, while TODAY maintained its readership at 18%. The New Paper remained stable at 13%.

Viewers continue to tune into TV for their dose of entertainment with 78% of adults watching terrestrial TV on an average basis in Singapore.

Channel 8 holds the fort at 48%, keeping its position as the most watched channel in Singapore, followed by Channel U which retained 31% viewership. Channel 5  and Channel News Asia too remained stable at 27%, and 22% respectively.

Cable TV viewership remained unchanged, with 37% watching on an average daily basis, and close to half (49%) of all adults watching on an average weekly basis.

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