| 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% |
