According to a recent study published by Kantar Media, the number of internet users generating content (UGC) – reading articles or commenting – varies significantly by country, but Latin America features on the top.

47% of internet users in Brazil and 44% in Argentina read UGC on newspaper websites, compared to only 35% in GB and 26% in Germany.

Latin American countries also have the highest rates of activity in submitting articles or comment on the websites of newspaper publishers, with 27% in Brazil and 26% in Argentina. This drops to only 17% in Germany and 12% in GB.

Regarding how important are the truth and how much users trust the websites they visited, Kantar Media found that in Brazil people show a 73% of agreement and in Argentina only 71% – a factor that may help to explain the acceptance and willingness to contribute to content.

Geoff Wicken, Head of TGI International at Kantar Media comments: “Today’s digital world has enabled consumers to move from being passive recipients of news coverage to playing an interactive role in how news is distributed. While the doomsayers take this to signal the end of the traditional newspaper, savvy publishers understand that they need to encourage and engage with people providing content, and use it as means of underpinning their role in this ‘Brave New World’. At the same time, as demonstrated by our research, it is critical for global publishers to adapt their strategy by region.”

The company also states that “As newspaper publishers enter a new era, Kantar Media’s Global TGI believes newspapers have a key role to play in this changing landscape, but recognizes that business models need to change to incorporate direct audience interaction”.

Source: Kantar Media

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