Pollsters surveyed 1,000 people for online monitoring specialist Spectrum Consulting. Among those aged 15 to 44, it found that 45 per cent read online news on a daily basis. Only 38 per cent of this age group read national newspapers every day.
The figures are the starkest warning yet to the industry that it can no longer afford to rely on traditional forms of media relations.
Chris Wood, MD of digital specialist agency Cake, said: ‘It's a real wake-up call to agencies that haven't seen the realities of digital.'
Fishburn Hedges MD Fiona Thorne said: ‘If PROs are confining themselves to the print editions of the nationals, then they're not going to be providing a complete service.'
However, in the 45+ age group, 52 per cent still read newspapers daily, compared with 22 per cent online.