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 recognises that business models need to change to incorporate direct audience interaction. Recent research by the company provides publishers with insight to inform their strategies by showing the different social media habits of people around the world. In terms of engaging with user generated content (UGC), the number of internet users reading articles or comment varies significantly by country, with Latin America featuring strongly. 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. Not all countries have high levels of user interaction however. Latin American countries again show 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.

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