New research has shown that people prefer reading online sites than newspapers or magazines because they are easier to read.

Conducted by the UK Association of Online Publishers, it found that 60% of newspaper readers consider online easier to access than print with an emphasis on improved search, readability and more convenience.

For magazine readers, the preference was less marked, though 48% of respondents still favoured the publications’ websites for ease of access.

According to the AOP, a dominant theme of the research was that audiences trust the content brand over and above the medium by which it is delivered.

Convenience scores for newspaper websites suggest that over half (55%) of newspaper respondents prefer online.

The AOP Dual Consumption Survey was conducted across 37 AOP member sites, collected responses from a total of 26,926 respondents.