Three-quarters (74%) of U.S. adults, or nearly 171 million people, read a newspaper -- in print or online -- during the past week. This is according to the latest Integrated Newspaper Audience (INA)* finding from Scarborough Research, the audience ratings measurement service for the newspaper industry. The company examined newspaper readership in its recently released Scarborough USA+ Study, which captures media patterns and other consumer behaviors of adults across the country. The data analysis indicates that newspapers are still read in print or online by a critical mass of adults in the U.S. on a daily and weekly basis.
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The analysis of Scarborough audience data not only indicated that newspapers are being read by a majority of adults in print and online, but also that these Integrated Newspaper Audiences continue to attract educated, affluent readers. In an average week:
79% of adults employed in white collar positions read a newspaper in print or online
82% of adults with household incomes of $100,000 or more read a printed newspaper in print or online
84% of adults who are college graduates or who have advanced degrees read a printed newspaper in print or online
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