Interesting report from yesterday, that says among other things, that people who read news online mostly read headlines, and mostly read at aggregator sites.
So what do newspapers do? Do they go behind a paywall, like the NYT is about to? Or do they figure out how to win in the curation and aggregation world? And how?
The report makes a distinction between newspaper print editions and newspaper Web sites. When isolating newspapers online, 6% of those surveyed went to newspaper Web sites first thing in 2009, up from 3% in 2006. Other sites dedicated to specific subjects, such as sports or business, were up 7% in 2009 from 4% in 2006.
The study finds that together, aggregators, newspaper Web sites, and other sites account for 57% of where people turn to first for news, up from 33% in 2006.
When it comes time for people finding local news, newspapers — particularly their Web sites — still shine. The study shows that over three years, newspaper Web sites have more than doubled their share to 17% from 8%, while aggregators grew to 4% from 1% during the same period.