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Copyright 2012 Newspaper Association of America Newspaper Multiplatform Usage Results from a study conducted for NAA by Frank N. Magid Associates, 2012.

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Presentation on theme: "Copyright 2012 Newspaper Association of America Newspaper Multiplatform Usage Results from a study conducted for NAA by Frank N. Magid Associates, 2012."— Presentation transcript:

1 Copyright 2012 Newspaper Association of America Newspaper Multiplatform Usage Results from a study conducted for NAA by Frank N. Magid Associates,

2 Copyright 2012 Newspaper Association of America Identify typical consumer behavior patterns and motivations regarding content, news and advertising on different newspaper platforms. Identify benefits and advantages that consumers see in newspaper media in general and particular platforms. Develop a value proposition for consumers for newspaper media advertising. Research Objectives 2

3 Copyright 2012 Newspaper Association of America Research Design Began in November 2011 with a series of 9 focus groups in Washington, D.C., Austin and Denver to explore how, when, where and why consumers use multiplatform media, including newspaper brands and associated advertising. 2,518 online interviews averaging 25 minutes among age 18+ adults nationwide screened for using in the past seven days at least one of four platforms for their local daily newspaper (either print, online, tablet and/or smartphone). 1,896 print readers 1,480 online 864 smartphone 734 tablet Additional brief online 1,179-respondent survey to obtain targets to balance the four platform groups properly and to enable weighting by gender, age, race, ethnicity and Census Region; reference is U.S. adult Internet users (around 76% of adults). Interviewing from January 20 to February 1, ,779 Net Any Newspaper Digital (unweighted) 3

4 Copyright 2012 Newspaper Association of America What This Is NOT Not a measure of usage by the general population Not a measure of newspaper readers who are not connected to the Internet 4

5 Copyright 2012 Newspaper Association of America Local Newspaper Platforms Used: Past 7 Days Question: Which, if any, of the following did you do in the past SEVEN days? (N=2,518) 80% print Reach would be larger with a 30-day time frame, but we were focusing on regular users. 67% digital iPhone, Android, Blackberry iPad, Android, (not e-reader) 5

6 Copyright 2012 Newspaper Association of America Platform Acquisition Order: Print, Computer, Smartphone, Tablet Respondents average 1.8 platforms, while 54% have two or more. Multiple platform usage tends to correlate with slightly higher usage and satisfaction with individual platforms. 6 Number and Types of Newspaper Platforms Used in Past 7 Days Total Sample If One (46%) If Two (33%) If Three (17%) If Four (4%) Print 80% 72% 84% 93% 100% Computer Smartphone Tablet (100%)(200%)(300%)(400%)

7 Copyright 2012 Newspaper Association of America 54% Use Two or More Platforms 7

8 Copyright 2012 Newspaper Association of America Demographics of Four Local Newspaper Platforms % of Each Group Using Each of Four Newspaper Platforms, Past 7 Days Total MaleFemale Print 80% 72% 78% 87% 93% Computer Smartphone Tablet Men lead women on computers and smartphones. Young adults are well ahead on smartphones. 8

9 Copyright 2012 Newspaper Association of America Media Multitasking Is the Norm, Especially for Mobile Users Question: How often do you multitask using different combinations of newspaper, tablet, smartphone, computer, TV and radio at the same time? (N=2,518) May include different combinations of newspaper, tablet, smartphone, computer, TV and radio. Three-fourths of digital platform users multitask at least several times a week. Around 34% also say that they usually check for news while doing other things (higher for smartphone and tablet users). 9

10 Copyright 2012 Newspaper Association of America Multiplatform Newspaper Readers Seek Information Throughout the Day From a Limited Set of Go-To News Brands Getting onto the readers short list is a key marketing and branding issue for individual newspapers and the industry in general. Average Number of News Websites, Apps or Related Sources Used by Platform Computer 3.7 Smartphone 3.4 Tablet 4.0 Question: About how many different news websites (from any source), news apps or related sources do you regularly check or follow on your [platform used]? Total Samples 10

11 Copyright 2012 Newspaper Association of America Respondents rated agreement with the following statements regarding newspapers in print, online and/or mobile. Question: Please rate how much you agree or disagree with the following statements. (N=1,244) Results shown are 5-6 ratings on a 1-6 agreement scale. % Strongly Agree Why Use Newspaper Media on Any Platform? Convenience, Content, Utility, Depth, Credibility 11

12 Copyright 2012 Newspaper Association of America Print Platform: Is a relaxing way for me to read the newspaper 66% Provides a satisfying reading experience for me61 An easy way to get a complete view of the news45 Has useful advertising44 I usually notice the advertising41 Easy format for sharing stories with others32 Makes it easy to stay informed no matter where I go30 Easy platform for using search for further information20 Has really annoying advertising12 For Print Newspapers, Top Benefits Include the Reading Experience, Complete View of the News and Advertising Ratings are for local print newspaper readers regarding printed newspapers. Question: Please rate how much you agree or disagree with the following statements. (N=1,896) Results shown are 5-6 ratings on a 1-6 agreement scale for local past-week print newspaper readers.) 12

13 Copyright 2012 Newspaper Association of America Desktop or Laptop Computer Platform: Easy platform for using search for further information 64% Easy format for sharing stories with others61 Makes it easy to stay informed no matter where I go61 An easy way to get a complete view of the news49 Provides a satisfying reading experience for me45 Is a relaxing way for me to read the newspaper42 Has really annoying advertising36 I usually notice the advertising26 Has useful advertising20 Search, Sharing, Mobility Lead for Newspapers on Computers Many use laptops. Complete view of news and reading experience are secondary. Question: Please rate how much you agree or disagree with the following statements. (N=1,480) Results shown are 5-6 ratings on a 1-6 agreement scale for local past-week online newspaper readers.) 13

14 Copyright 2012 Newspaper Association of America Smartphone Platform: Makes it easy to stay informed no matter where I go 68% Easy format for sharing stories with others48 Easy platform for using search for further information45 Has really annoying advertising35 An easy way to get a complete view of the news35 Is a relaxing way for me to read the newspaper31 Provides a satisfying reading experience for me30 I usually notice the advertising24 Has useful advertising17 Extreme Mobility Is the Smartphone Advantage Question: Please rate how much you agree or disagree with the following statements. (N=864) Results shown are 5-6 ratings on a 1-6 agreement scale for local past-week smartphone newspaper readers. 14

15 Copyright 2012 Newspaper Association of America Tablet Platform: Makes it easy to stay informed no matter where I go 68% Easy format for sharing stories with others66 Easy platform for using search for further information66 Is a relaxing way for me to read the newspaper60 Provides a satisfying reading experience for me60 An easy way to get a complete view of the news57 Has really annoying advertising33 I usually notice the advertising31 Has useful advertising27 Tablet Users Are Enthusiastic Generally Question: Please rate how much you agree or disagree with the following statements. (N=734) Results shown are 5-6 ratings on a 1-6 agreement scale for local past-week newspaper tablet readers. 15

16 Copyright 2012 Newspaper Association of America PrintComputerSmartphoneTablet Is a relaxing way for me to read the newspaper 66% 42% 31% 60% Provides a satisfying reading experience for me An easy way to get a complete view of the news Has useful advertising I usually notice the advertising Easy format for sharing stories with others Makes it easy to stay informed no matter where I go Easy platform for using search for further information Has really annoying advertising Expect to be using more in the future Satisfied with reading experience Summary: Tablets Combine Much of the Utility of Other Platforms 16 Question: Please rate how much you agree or disagree with the following statements. Results shown are 5-6 ratings on a 1-6 agreement scale for local past-week newspaper tablet readers.

17 Copyright 2012 Newspaper Association of America 17 Weekday Patterns by Newspaper Platform Question: Thinking of your typical weekday, when do you usually read or use a local daily newspaper in the following format? (N=1,896) Multiple mentions allowed.

18 Copyright 2012 Newspaper Association of America Print vs. Computer Newspaper Locations Are Fairly Similar Question: Thinking of your typical weekday, in which of the following places do you usually read or use a local daily newspaper in the following format? Print vs. Computer Print Average: 1.9 LocationsComputer Average: 1.9 Locations 18

19 Copyright 2012 Newspaper Association of America Mobile Devices Encourage Multi-Location Newspaper Reading Question: Thinking of your typical weekday, in which of the following places do you usually read or use a local daily newspaper in the following format? Smartphone vs. Tablet Smartphone Average: 3.4 Locations Tablet Average: 3.1 Locations 19

20 Copyright 2012 Newspaper Association of America Weekday Newspaper Print, Computer & Tablet Platform Users Mostly Look For Similar Newspaper Content Question: Thinking of your typical weekday, which of the following topics – if any – do you regularly read or use from your local daily newspaper in the following formats? Regularly Read WeekdaysPrintComputerTabletSmartphone Circulars and coupons Daily deals (Groupon, etc.) Classified ads Breaking news Local news for your area World news U.S. news Short news summaries Longer articles Politics and elections Business Opinion columns and blogs Local entertainment Videos Sports Weather Crosswords and games Travel Automotive Real estate

21 Copyright 2012 Newspaper Association of America Topics Regularly Read/Used From Local Sunday Newspaper Media Platforms Question: Thinking of your typical Sunday, which of the following topics – if any – do you regularly read or use from your local daily newspaper in the following formats? [If Sunday readers] Regularly Read Sundays PrintComputerTabletSmartphone Circulars and coupons Daily deals (Groupon, etc.) Classified ads Breaking news Local news for your area World news U.S. news Opinion columns and blogs Business Short news summaries Longer articles Politics and elections Weather Local entertainment Travel Sports Videos Real estate Crosswords and games Automotive

22 Copyright 2012 Newspaper Association of America Nearly 3/4 ths of the Total Multiplatform Audience Read Print Newspaper Advertising Circulars Question: In the past 30 days, have you read or looked into any printed advertising circulars that came with a weekday or Sunday newspaper? (N=2,518) 82% among past 7-day newspaper readers. 22

23 Copyright 2012 Newspaper Association of America Newspaper Preprint Usage Is Broad-Based in this Population Read Newspaper Preprints in Past 30 Days Total 73% Men71 Women Print82 Online68 Smartphone65 Tablet74 Digital Only39 Those using digital newspapers are near average; but those who otherwise are digital only in the past 7 days still include 39% who remembered reading inserts in print in the past month. Question: In the past 30 days, have you read or looked into any printed advertising circulars that came with a weekday or Sunday newspaper? (N=2,518) 23

24 Copyright 2012 Newspaper Association of America 25% of Users Prefer Online Circulars, But Easier Comparison Shopping Is the Only Advantage Question: How would you compare printed newspaper circulars with online circulars that you have seen? Please select which format is better for each item. (N=1,959) Easier to use = prefer overall. Online coupons are problematic. Question asked of those who have used online circulars in past 30 days. 24

25 Copyright 2012 Newspaper Association of America 66% of Past-Week Digital Newspaper Users Acted on Digital Newspaper Ads in the Past 30 Days Thinking about newspaper websites on any type of computer or mobile device: In the past 30 days, did you take any of the following actions in response to reading or seeing a product or store advertisement on your local newspapers website? (N=1,595) NO DIFFERENCE if ads are newspaper platforms are viewed as generally annoying.

26 Copyright 2012 Newspaper Association of America 6 in 10 Newspaper Mobile Platform Users Acted on Ads in the Past 30 Days; Somewhat Higher for Tablets than Smartphones SmartphoneTablet Net any 59% 61% Became aware of a sale3237 Used Google or other search for more information about item2829 Became aware of product or service2228 Clicked on ad to learn more1824 Inquired or learned more about something you were interested in1724 Picked up shopping ideas1723 Decided where to buy something1622 Bought something advertised1520 Were reminded you needed something advertised1519 Bought something else at store or website besides advertised item1415 Visited a retail store or showroom1316 Mentioned or referred the ad to someone else1117 Question: Thinking about when you access a newspaper website by smartphone or tablet: In the past 30 days, did you take any of the following actions in response to reading or seeing a product or store advertisement on your local newspapers website for the smartphone or tablet? (N=786) 26

27 Copyright 2012 Newspaper Association of America Priorities for an Ideal Shopping App or Site: Coupons, Pricing, Relevance and Social Functionality Question: In an ideal advertising shopping app or website, what of the following components, if any, would make the site appeal to you? (N=2,518) 27 Advice, Ordering Bargains Social

28 Copyright 2012 Newspaper Association of America Apps Narrowly Lead Browsers for Online News in General (Based on those who use news apps on their smartphone or tablet) Question: When accessing news websites on your mobile device or tablet, do you usually go to the website from your browser, or use a news app, or do you uses both about equally? (N=953) 28

29 Copyright 2012 Newspaper Association of America Newspaper Apps: Load Faster, Attractive, Intuitive, But Not Significantly Better Otherwise Question: In your experience, which format for newspapers is better described by the following, or is there no difference? (N=777) 29

30 Copyright 2012 Newspaper Association of America Summary: Newspaper Multiplatform Usage 2012 Multiplatform newspaper users are very active with multiple forms of media for news and other informational and leisure benefits. They are highly engaged with newspapers in print, online, smartphones and/or tablets because they value news and feature coverage (especially local), advertising, credibility, depth and aggregation functions of this package. Further, they highly value the ability to consume newspapers in the format that is most convenient and useful depending on time and place. A large share of these readers acts on newspaper digital advertising in various ways, whether from a computer, tablet or smartphone. For online ads, relevance, sales and engaging design are key for noting and response, just as they are with traditional advertising. Users want control over the experience; they express interest in sites and apps that are well-designed and offer specific benefits. Newspaper preprints remain highly important to multiplatform users, even as many also use online circulars. Most with an opinion still prefer printed circulars mainly because they are easier to use. Newspaper apps have benefits in ease of use, attractiveness and speed. 30

31 Copyright 2012 Newspaper Association of America Newspaper Multiplatform Usage Results from a study conducted for NAA by Frank N. Magid Associates,


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