The pace of readers shifting from print to digital platforms for news has quickened, a trend underscored by the survey findings of the 2013 Nielsen Singapore Media Index Report.
And The New Paper's audience - made up largely of the youngest and most Internet-savvy readers in Singapore - is no different.
Nielsen's survey on readership reported a dip of 2.5 per cent. Last year, TNP's readership grew from 11.8 per cent to 12.1 per cent.
The latest survey, conducted from July last year to June this year, found readership to have dipped from 459,000 to 363,000.
The decline was in line with readership findings of all other major newspapers, which experienced readers increasingly moving from print to online.
The Today newspaper, a MediaCorp freesheet, suffered the largest loss of readership among all newspapers at 4.3 per cent.
TNP, which turned 25 this year, remains the second most-read paid English daily. But the worldwide trend of readers increasingly preferring their news on multiple platforms could not be ignored.
According to the report, there is a growth in media consumption via mobile devices, with 12 per cent of the adult population in Singapore reading newspapers via this method. Last year, the figure was 7 per cent.