57.9% of respondents over 55 stated that the Internet as a media source offers the advantage of providing "content I cannot find on television, radio, magazines or newspapers."

A number of other advantages offered by the internet as compared to offline media were highlighted by respondents: 69.2% mentioned on demand access to content, 33.7% access from various locations, 45.6% regularly updated content, and 67.5% more accurate information.

60.7% of the study respondents said they use the internet more now than they did a year ago, while 44.1% say they spend comparatively ess time reading newspapers. These statistics show that the over 55 age group is one of the fastest growing internet using demographic.   

The increase in use of the internet by a population that has traditionally read newspapers and remained brand loyal offers a challenge to newspapers to retain that loyalty online while simultaneously attracting new, mostly younger, consumers who do not have the same traditional brand loyalty and who most likely have different expectations as far as content is concerned.

Of course, offering different content for different audiences is easier online than in print, for two main reasons. Firstly, the internet offers much more space to play with page wise than the traditional newspaper. Secondly, the internet offers the opportunity to mix mediums all on the one page; video and audio material can be presented next to text and photos, offering  a multi-layered news experience.

Source: Editor and Publisher