Print payers Digital payers
I was looking for a news source that covers a particular topic/issue 41% 47%
My friends or family used it 45% 35%
There was a discount or promotion for it 39% 35%
I was hitting the maximum amount of content I could see for free 12% 29%
I noticed it on social media 8% 25%
My personal situation changed and I now have more time to use the paid content 18% 24%
My financial situation changed and I can now afford to pay for it 16% 20%
I got it at work and then started paying for it myself 11% 12%