Riceviamo e volentieri pubblichiamo. La fonte e' l'NAA (Newspaper Association of America)
----
NEWSPAPER WEB SITE AUDIENCE GROWING AT NEARLY TWICE THE RATE OF OVERALL ONLINE AUDIENCE
Study finds newspaper Web Site visitors have higher incomes and are more likely to shop online than other Internet users
New York – The audience for newspaper Web sites is growing at nearly twice the rate of the overall online audience, according to new data released today by the Newspaper Association of America. An average of more than 59 million people (37.6 percent of all active Internet users) visited newspaper Web sites each month during the first quarter, a record number that represents a 5.3 percent increase over the same period a year ago, according to Nielsen//NetRatings NetView custom analysis*. During the same time period, the overall Internet audience grew just 2.7 percent.
“The fact that the newspaper Web site audience is growing at almost double the rate of the Internet audience as a whole validates the industry’s investment in digital innovation, and the ongoing attraction consumers have to newspapers online,” said NAA President and CEO John F. Sturm. “Newspaper publishers have aggressively transformed their business models, continually providing ground-breaking content to consumers with their expanding digital portfolios.”
Newspaper Web Site Visitors Stand Out
Custom data by Nielsen//NetRatings @Plan (Spring 2007 Release)**, released during the NAA annual convention here in New York, has provided further details on the consumers behind the growing newspaper Web site usage. According to the data, visitors to these sites have higher household incomes, shop online more frequently and are more likely to hold professional or managerial positions than other Internet users.
“This data underscores the value newspaper Web sites offer advertisers with their ability to attract a discriminating, high-income audience,” Sturm said. “The educated, highly engaged consumers who visit these sites for news and research on the latest products are also more likely to make purchases online than other Internet users.”
Shawn Riegsecker, chief executive officer of Centro, a Chicago-based company that works with interactive media agencies to facilitate online ad buys, said: “It’s no surprise newspapers are attracting online readers at this incredible rate. As consumers become more sophisticated in navigating the Web, they are turning to trusted sources of news and information, like newspapers, instead of content aggregators or portals. This couldn’t be better for the industry, as newspapers control more of this information than any other medium. As newspapers continue to invest in their digital properties and produce world-class content, I predict they will capture a much larger percentage of the overall online pie.”
Please visit NAA’s Digital Edge blog at http://www.digitaledge.org/blog/digitaledge/ for more information on these and other findings about the online audience.
The study found that:
Nearly 12 percent (11.9 percent) of those who have visited a newspaper Web site have annual household incomes in excess of $150,000 compared with less than one in 10 (9.3 percent) of the overall Internet audience.
Nearly nine in 10 (88.1 percent) newspaper Web site visitors have made a purchase online in the last six months compared with 78.9 percent of the overall Internet audience. Four in 10 (41 percent) newspaper Web site visitors are employed in professional or managerial occupations compared with one in three (32.7 percent) of the overall Internet population.
The research also shows newspaper Web site visitors use the Internet more frequently during their daily lives, and are more technologically savvy than the general online audience.
Nearly 73 percent (72.6 percent) of newspaper Web site visitors go online every day compared with 57.8 percent of the Internet population as a whole.
Nearly 42 percent (41.8 percent) of those who have visited newspaper Web sites have viewed streaming video on their computers in the last 30 days compared with 27.4 percent of the overall Internet audience.
Additional findings include:
More newspaper Web site visitors read blogs in the past month than the overall Internet population (28.4 percent vs. 16.7 percent).
More than one in five (23.3 percent) newspaper Web site visitors have read about politics or political campaign information online compared with 10.8 percent of the overall Internet population.
Nearly three in 10 (28.9 percent) newspaper Web site visitors have sought out or posted a product review online in the past month compared with 16.1 percent of the overall internet population.
* All Nielsen//NetRatings NetView data is based on 2+ active Internet universe.
** All Nielsen//NetRatings @Plan data is based on the 18+ active Internet universe.
About the Research
Nielsen//NetRatings’ NetView provides in-depth perspective on Internet audiences, with a full-range view of activity on the Web and in the Digital Media Universe.
@Plan, part of the Nielsen//NetRatings suite of Internet audience measurement tools, provides the industry’s most comprehensive profiling of ad-supported Web sites available. With more than 3,000 profile points, @Plan provides insight about the U.S. online population, from basic and niche demographics to in-depth lifestyle and preference data. @Plan is available exclusively in the U.S.
NAA is a nonprofit organization representing the $59 billion newspaper industry and more than 2,000 newspapers in the U.S. and Canada. NAA members include daily newspapers, as well as non-dailies and other publications published throughout the world. Headquartered just outside Washington, D.C., in Arlington, Va., the Association focuses on six key strategic priorities that affect the newspaper industry collectively: marketing, public policy, diversity, industry development, newspaper operations and readership. Information about NAA and the industry also may be found at www.naa.org.
Contact
Jeff Sigmund, NAA Communications Manager
(571) 366-1088
jeff.sigmund@naa.org
Labels: NAA, newspapers
E' in linea il mio intervento settimanale del venerdi' (.mp3 - 9 MB) sulla settimana a Wall Street in diretta a "Il Punto su Piazza Affari" di Carla Signorile in onda tutti i giorni alle 18 su Radio Classica del gruppo Class/MilanoFinanza.
Abbonati al feed di Project4U e riceverai gli aggiornamenti in tempo reale (RSS) direttamente sul tuo PC (gratuito)
