People who visit newspaper websites on an average day are more likely to make online purchases, and make greater use of the Internet for advertising, shopping information and various types of news and information, according to a new study conducted for the Newspaper Association of America (NAA).
The study, conducted by MORI Research, found that 82 per cent of newspaper “Power Users” – readers who use newspaper websites on an average day – purchase products online, compared to only 55 per cent of individuals who do not frequently use newspaper websites.
The consumer study, conducted by Minneapolis-based MORI Research, surveyed 1,501 Internet users by phone, as well as 9,576 online newspaper users via an online survey on 10 newspaper sites.
“These compelling results show that newspaper website ‘power users’ are a valuable audience for advertisers seeking to reach purchase-minded consumers,” said NAA President and Chief Executive John F Sturm. “Online newspaper readers are a unique class of highly engaged consumers who have made newspaper websites an integral part of their daily lives as they seek information, conduct research on products, and execute transactions.”
The study, “Power Users 2006: An Engaged Audience for Advertising and News,” builds upon previous studies conducted in 2002 and 2004. Key findings:
- Nearly all Power Users research, browse and make purchases online, strongly leading non-users of newspaper websites in these behaviours:
- 82 per cent of Power Users purchase products online v 55 per cent non-users
- 76 per cent browse products for sale v 48 per cent non-users
- 43 per cent download coupons v just 14 per cent non-users
- 78 per cent check store hours and location v 36 per cent non-users
- Power Users spend twice as much time online than non-users (19 hours a week v 9 hours)
- Checking local news on newspaper websites is a daily habit for Power Users (54 per cent v 7 per cent non-users)
- Power Users are more likely to use various online services than non-users of newspaper sites (70 per cent pay bills online v 28 per cent for non-users; 66 per cent get maps and directions online v 32 per cent).
- At least 65 per cent of Power Users have high speed Internet access at home and at work, v 50 per cent of non users (who have high speed at home). Only 29 per cent of non-users have high speed Internet access at work
- Demographically, Power Users are younger, better-educated and more affluent than non-users of newspaper sites
- The mean age of Power Users is 39, compared to 42 for non-users (40 per cent are between the ages of 18 and 34 compared to 36 per cent non-users in that age group)
- The mean income of Power Users is $73,200 v $65,900 for non-users
- 52 per cent of Power Users have college degrees v 35 per cent of non-users.
Usage by Power Users is rising as well since 2004. Those who “visited yesterday” rose from 12 per cent to 16 per cent in 2004. In addition, 29 per cent of Power Users visited in the past seven days, a four per cent increase from two years ago.
The data for this study was collected through telephone and online surveys of more than 10,000 online consumers in the US conducted in December 2005 and January 2006. For the 2006 report, a different analytical approach was taken to compare “Power Users” (defined as those who use the newspaper website on an “average day)” with “non-users” (defined as those Internet users who have not used a newspaper website in the last six months.) The findings reflect the characteristics and habits of the two groups surveyed by phone and pop-up surveys, and showcase the desirability of the newspaper website audience.
NAA is a nonprofit organisation representing the $55 billion newspaper industry and more than 2,000 newspapers in the US and Canada. Most NAA members are daily newspapers, accounting for 87 per cent of the US daily circulation.
