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Sunday, 25. August 2019  

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Destination Local research: UK demand for hyperlocal media

Image of UK demand for hyperlocal media report cover
In March 2012, we published Here and now, the first landscape review of hyperlocal media in the UK. Since then, we have continued our programme of practical experimentation and research, called Destination Local, to develop a strong evidence base.

One area of research which we believe is of critical importance to stakeholders concerns the demand for and use of hyperlocal media. This is of particular importance given the rapid take-up of connected devices such as smartphones and tablets, which enable citizens and consumers to consume hyperlocal media in new ways and which may help to drive new business models towards long-term sustainability.

We commissioned some consumer research with Kantar Media to address key questions concerning the nature of demand for hyperlocal media across the UK. We believe this research examines the use of hyperlocal media in more detail than previous studies. We hope that it is useful in assessing the scale of use of hyperlocal media, and illustrates barriers to and drivers for its consumption.







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