Presentation on theme: "Sales and Site Survey Spring 2005 Client Release Date – July 2005."— Presentation transcript:
Sales and Site Survey Spring 2005 Client Release Date – July 2005
2 SURVEY GOALS TribStar.com Profile TribStar.com visitors InternetSitehabits Describe visitors Internet and Site use habits impactTribStar.com readership & circulation Assess the impact of TribStar.com on newspaper readership & circulation content preferences future purchasing plans Identify visitors content preferences and future purchasing plans Search & New Technology Examine special issues: Search & New Technology
3 METHODOLOGY online survey We invited visitors to TribStar.com to participate in an online survey. May 19, 2005 June 20, 2005 The survey went live on May 19, 2005 and closed June 20, 2005. 459 site visitor Data from 459 site visitor interviews in this report.
5 Local Population149,700 In-Market (Metro) Audience9,800 In-Market (NDM) Reach7% In-Market (NDM) Web-Unique 2,100 Extended Reach in Local Population 1% May 2005 Audience Reach: 16,900 Estimates are for a standard 28-day month May/June 2005 Survey N = 459 First 28-day N = 432
6 Incidentals are only 7% of daily visitors, but are 55% total monthly. Frequency 9,3007,600 Belden Estimates: Incidental Audience Core Audience Incidental =3 or fewer visits in month Core = 4 or more visits 7,600 May Core Audience Visitors is continuing to grow with 6% of daily visitors first visiting in the last 30 days TS.com is continuing to grow with 6% of daily visitors first visiting in the last 30 days
7 SUMMARY Great Audience Extended Reach High Frequency Local Opportunity
9 Respondent Demographics TribStar.com attracts a highly desirable audience mix… Highlight s Gender40% Men 60% Women Median Age 41.5 Years Median Income $53,400 Education 40% College Graduate or More Residence 58% Terre Haute Area
10 Overall, TribStar.com draws more women than men. Demographics In-NDM proportions are 37% men and 64% women Sample N = 459
11 Most TribStar.com visitors are 25-54 years of age Demographics Median Age (Total): 41.5 Years (MEAN) Median Age (In-MKT): 40 Years Median Age (Ex-MKT Area): 44 Years Sample N = 459
12 Most site visitors are non-Hispanic whites Demographics Sample N = 459
13 TribStar.com visitors have high incomes Demographics Median Income: $53,400 NDM In-Market: $48,300 Out-of-Market ZIPs: $60,600 U.S. 2000 Median: $42,150 Sample N = 459
14 TribStar.com visitors have high levels of education Demographics Sample N = 459
15 Most TribStar.com Visitors report being employed Demographics Sample N = 459
16 Many TribStar.com visitors are in white collar professions Demographics Sample N = 459
17 Most TribStar.com users are married, but singles also use the site Demographics Sample N = 459
18 Most site visitors are home owners Demographics Sample N = 459
19 Most site visitors live in the Terre Haute and Surrounding area. Reach Sample N = 459 For TribStar.com, 60% report being permanent full-time Terre Haute area residents Proportions who self-report living in the Terre Haute area. ZIP DATA TO FOLLOW. Proportions who self-report living in the Terre Haute area. ZIP DATA TO FOLLOW.
20 Most visitors have direct relations with the local area Reach Former Residentand Friends/Relatives were the next largest groupings behind Permanent Resident Sample N = 459
21 75% of respondents reported Indiana ZIPs TribStar.com Web Site Footprint Sample N = 459
39 Most TribStar.com users have visited online classifieds section Classifieds Sample Base: All Respondents N= 459
40 Online Classified Use is Active and Recent Classifieds Sample Base: Classified users N= 279
41 Jobs tops usage in classifieds, with merchandise a strong second Classifieds Percentages are for ever used, Visited Classifieds N= 279 Classifieds Verticals Ever Used:
42 Visitors have taken a wide variety of uses of online Verticals/Listings. Classifieds Vertical Actions taken in last 6 months: Visited Classifieds N= 279 Verticals/Classifieds Verticals Uses Last Six Months:
43 Use of Web for Job search Used Internet to 2822Both Last/Next 12 Months 108Next 12 Months 4753Neither 13% 14%Last 12 Months Search Career/Job Info Seek New/Different Job Sample Base: All Respondents N= 459
45 Competitive Set Preferred Online Local News & Information Source Competition Sample Base: Terre Haute Local ZIPs N = 266 TribStar.com is the online source for local news among our visitors.
46 Growing…visitors include old-timers and newcomers Site Use Sample Base: All Respondents N= 459 TribStar.com is still growing, with 6% of daily users visiting for the first time within the past month.
47 Most visitors are satisfied with TribStar.com Site Use Satisfaction Level with TribStar.com: Sample Base: Began accessing site more than 30 days ago N = 410
48 TribStar.com has visitors from both home and office Internet Use Sample Base: N= 459
49 Visitors use the Internet and TribStar.com very often Average Days Visited in Past Seven Days Internet Use Sample Base: First 28 day respondents N= 432
50 51% of users visited 5+ days in the past week Days used TribStar.com in past 7 days Site Use Average = 4.1 Sample Base: First 28 day respondents N= 432
51 The average daily user accesses the site 2.5 times on the weekdays Average Times Visited in Day Visiting Internet Use Sample Base: 30+ Day/Weekday Visitors N= 376 Sample Base 30+ Days/Weekend Visitors N= 206 Sample Base: First 28 day respondents
52 Five in ten site visitors have high-speed home access Internet Use Sample Base: All Respondents N= 459
54 Most TribStar.com visitors are Tribune Star print readers 16% of local respondents had read The Indianapolis Star 4% had read Indiana Statesman 16% of local respondents had read The Indianapolis Star 4% had read Indiana Statesman Reach Sample Base: Terre Haute Local ZIPs N= 266
55 Most TribStar.com visitors are not Tribune Star print subscribers Effects of Site Sample Base: Terre Haute Local ZIPs N= 266
56 TribStar.com use has had a small net impact on subscriptions Effects of Site Since you started visiting this site: In-Market, the proportions are 10% starts vs. 6% stops Visiting site over one month N = 410
57 Site use also has a small impact on delivery frequency Effects of Site Since you started visiting this site: In-Market, the proportions are 6% increase vs. 4% decrease Visiting site over one month N = 410
58 Site use has a small positive effect on single-copy purchases Effects of Site Since you started visiting this site: In-Market, the proportions are 27% buy more vs. 6% buy less Visiting site over one month N = 410
59 Some visitors are reading print editions more often Effects of Site Since you started visiting this site: In-Market, the proportions are 21% read more vs. 14% read less Visiting site over one month N = 410
60 Site use is usually unlikely to lead to subscription cancellation Subscribers in Terre Haute Local ZIPs N = 70 Effects of Site
61 Site use is somewhat more likely to lead to subscription starts Effects of Site Non-Subscribers in Terre Haute Local ZIPs N = 196
63 TribStar.com visitors actively use the Web for product/service info Search Sample Base: All Respondents N= 459
64 TribStar.com use a wide variety of high tech products/services Competition Sample Base: Total Respondents = 459
65 Most visitors have e-commerce experience 84% have made online purchases in the last six months. They spent an average of $436 online in the past 6 months. Notes on E-commerce Sample Base: All Respondents N= 459
66 Three in ten users spent $500 or more online in last six months. Classifieds Sample Base: All Respondents N= 459
67 SUMMARY Great Audience Extended Reach High Frequency Local Opportunity
68 Where will YOU go next? The Future Thank you.
Your consent to our cookies if you continue to use this website.