Those that read print and online versions of newspapers influence 18 people per week, claimed the reports, 52% more than web users who don't peruse look at newspapers in either print or digital forms.

They are also 82% more likely to be early adopters of new products and technologies, making them a key target for advertisers.

Ed Keller, chief executive of the market research firm Keller Fay Group and co-author of The Influentials, said: "There are billions of conversations every day, and newspapers and their websites are a powerful catalyst to word of mouth interactions.

"Newspaper publishers should work more creatively with their advertisers to find ways to engage this highly influential audience in word of mouth conversation, both online as well as offline. The impact could be dramatic."