The proportion of young people consuming local media on mobile has increased by almost one-fifth in the last year, according to new figures.

The JICREG Life is Local database has revealed 10.9 million people aged between 15 and 34 now follow local news every month, an increase of 18.5pc on 2020.

Online digital audiences have increased by 17.9pc over the same period, with 37.6m people each month viewing local news online.

Overall, the results reveal local media in print and digital now has a monthly total brand reach of 42 million people, up 7.7pc year-on-year.

Newsquest chief executive and News Media Association chairman Henry Faure Walker, pictured, said: “The pandemic not only prompted a renewed interest in local life but it also created a surge in people wanting quality local information and reporting that they could rely on.

“As a result, local news brands now reach more people than ever before.

“As we move forward, it is vital that agencies and advertisers acknowledge that life has become more community-focused, and that local news media represents the perfect platform for them to connect with audiences in a highly trusted environment.”