Portrait of a donbass.ua reader: results of a large-scale audience survey

With the support of the National Union of Journalists of Ukraine (NUJU) and the German Marshall Fund, the donbass.ua site team conducted a survey of its audience. Representatives of various strata of our society took part in the survey.

The initiative was implemented in two stages: first, a test was published, and later, in October, a more in-depth survey.

“Our goal is to study the audience of the site – its gender, age, social characteristics, as well as thematic preferences. The results of the survey indicate that readers have certain peculiarities and priorities,” noted the editor-in-chief of donbass.ua, Oleksandr Bryzh.

According to him, the project will allow the editors to improve the quality of content and search engine optimization of the site, draw up a long-term promotion plan, and publish two materials in accordance with visitors’ requests.

The final result of the survey was presented by the media in the form of an infographic.

As it turned out, the majority of users (about 77%) browse the site from home, using mainly a web browser. This indicates that the content is consumed in a relaxed atmosphere where readers can pay more attention to the content. Social networks also play an important role in the dissemination of information, which emphasizes the need for an active presence of the publication on these platforms.

Regarding information preferences, readers show a significant interest in local news and information about social services. About 80% of respondents say that they can get the necessary information when they need it. This indicates a high level of trust in the resource and its ability to satisfy the informational needs of the audience.

Based on these data, we can conclude that donbass.ua has a stable, mature audience that is interested in local events and social issues. For the further development of the resource, it is worth focusing on strengthening local news content, expanding materials about social services, and optimizing the web version of the site since it is through it that the main contact with readers takes place.

The results of the survey also indicate a high level of digital literacy of the audience and its active involvement in content consumption. This creates good prerequisites for the introduction of new information presentation formats and the development of interactive interaction with readers.

NUJU Information Service