Presentation on theme: "Newspaper Multiplatform Usage"— Presentation transcript:
1 Newspaper Multiplatform Usage Results from a study conducted for NAAby Frank N. Magid Associates, 2012
2 Research ObjectivesIdentify 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.
3 Research DesignBegan 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 readers1,480 online864 smartphone734 tabletAdditional 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, 2012.1,779 Net Any Newspaper Digital (unweighted)The survey was done online in January using a national panel that Magid Associates works with. We screened for adults who read their local daily newspaper on at least one of the four platforms: print, online with a computer, smartphone or tablet. This enabled us to get a robust sample of mobile users, including 734 tablet users.Magid did another very brief survey from the general Internet population to obtain targets to balance the four platform groups statistically and to project results to current demographic estimates of the U.S. Internet population.
4 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
5 Local Newspaper Platforms Used: Past 7 Days Reach would be larger with a 30-day time frame, but we were focusing on regular users.80% printiPhone, Android,BlackberryHere is how our sample breaks down after adjusting the platform ratios. From our second survey, we determined that the multiplatform sample accounts for around 74% of the online adult population. We’re excluding the other 26% from this analysis.In our newspaper user sample, some 80% read their local daily paper in the past 7 days, with two-thirds each reading Sunday and on weekdays.Two-thirds read the paper on some form of digital device in the past 7 days, including 60% on a computer, 26% on a smartphone and 12% by tablet.We restricted mobile devices to iPhones, Androids and Blackberries for purposes of this study. We don’t have the sense that e-readers are used much for local newspapers as yet.67% digitaliPad, Android,(not e-reader)Question: Which, if any, of the following did you do in the past SEVEN days? (N=2,518)
6 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 .Number and Types of Newspaper Platforms Used in Past 7 DaysTotal SampleIf One(46%)If Two(33%)If Three(17%)If Four(4%)Print80%72%84%93%100%Computer60228998100Smartphone2652077Tablet121732(100%)(200%)(300%)(400%)Because we have four newspaper reading platforms, we also have a mix among those using either one, two, three or all four for this purpose in the past 7 days. The table summarizes this – showing, for instance, that 46% of this population use one platform and 72% are on print, with most of the rest on computers.One-third of respondents used two platforms, about evenly divided between print and computers, although 20% also are on smartphones.17% used three platforms, with 77% having smartphones and 32% tablets.Only 4% used all four platforms.Altogether, respondents averaged 1.8 platforms, and 54% had used two or more in the past 7 days.
8 Demographics of Four Local Newspaper Platforms Men lead women on computers and smartphones.Young adults are well ahead on smartphones.% of Each Group Using Each of Four Newspaper Platforms, Past 7 DaysTotalMaleFemale18-3435-4445-6465+Print80%72%78%87%93%Computer606456655848Smartphone26292341281311Tablet12149The most obvious demographic patterns among the four platform groups are with age and gender.Men lead women by a few points in using computers and smartphones for newspaper reading.In general, print increases with age while digital items skew the other direction. Young adults, or 18-34s, are far ahead of others for smartphones at 41%. Tablets are a bigger investment, so 35-44s are a bit ahead of other age groups at 14%.Income by itself is less important than we expected for these distributions, partly because digital usage also skews young. Asians are the strongest mobile users, which is consistent with other data we have.
9 Media Multitasking Is the Norm, Especially for Mobile Users 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).With all of the media consumption, it is inevitable that users multitask with different media simultaneously. Among smartphone and tablet newspaper readers, 62% said they multitask in this way every day, as do 55% of those who read newspapers on computers and 49% who do so in print. One-third say they usually check specifically for news while also doing other things.Multitasking is important to keep in mind as context, given the next point we want to make.Question: How often do you “multitask” using different combinations of newspaper, tablet, smartphone, computer, TV and radio at the same time? (N=2,518)
10 Multiplatform Newspaper Readers Seek Information Throughout the Day From a Limited Set of ‘Go-To’ News BrandsGetting onto the reader’s 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 PlatformComputer3.7Smartphone3.4Tablet4.0Given the large number of media options and the limited number of hours during the day, a pressing need for any news site is to be on a user’s short list of news sources, which could include those originating with print, TV, radio and pure online brands. This really highlights the need for brand promotion, along with other kinds of digital marketing.Respondents in our computer-newspaper group average 3.7 news brands they use regularly on that platform. Smartphone users average 3.4, and tablet users are a bit higher at 4.0 on average. We have seen other research suggesting that tablet usage occasions are a bit more leisurely and thus may encourage a slightly wider mix of brands on that platform. But only slightly more – we do not think most people have the mental energy to segregate their attention to very many news brands across platforms.From the focus group discussions and other work we have done, it appears that previous exposure to the brand matters a lot. This is one reason why it is important for newspapers to continue with print as long as they can. Other exposure channels include search, referrals from friends and social media.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
11 Why Use Newspaper Media on Any Platform Why Use Newspaper Media on Any Platform? Convenience, Content, Utility, Depth, CredibilityRespondents rated agreement with the following statements regarding newspapers in print, online and/or mobile.% Strongly AgreeWhy use newspapers in any format? What do newspaper brands carry with them across platforms and what differentiates them from other sources?The percentages on this table show strong agreement with various reader benefits provided by newspapers on any platform.These include getting the most local news (noted by 58% of respondents); getting a more or less complete review of the news in one place (56%); getting depth and detail as well as coverage that is dependable or credible; and having useful advertising, including 53% who say they make a point to look at the Sunday circulars. (We’ll have more about circulars in a bit.)Top on the list is being able to get these benefits in whichever format is convenient for the user’s time and place.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.
12 For Print Newspapers, Top Benefits Include the Reading Experience, Complete View of the News and AdvertisingRatings are for local print newspaper readers regarding printed newspapers.Print Platform:Is a relaxing way for me to read the newspaper66%Provides a satisfying reading experience for me61An easy way to get a complete view of the news45Has useful advertising44I usually notice the advertising41Easy format for sharing stories with others32Makes it easy to stay informed no matter where I go30Easy platform for using search for further information20Has really annoying advertising12Now, we will compare newspaper platforms on usability benefits. We obtained ratings for each platform by its users. First is print. The reading experience in general stands out, including the sense that it is relaxing, with scores above 60%. We have heard this many times over the years in focus groups and it is a big part of the Sunday experience in particular.Other top benefits highlighted in blue relate to aggregation of news in a very convenient format (45%).44% say print newspapers have useful advertising, and 41% say they usually notice it. Only 12% rate newspaper print advertising as really annoying.BTW, these ratings are for strong agreement with the statements. Larger numbers agree at least slightly with them.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.)
13 Search, Sharing, Mobility Lead for Newspapers on Computers Many use laptops.Complete view of news and reading experience are secondary.Desktop or Laptop Computer Platform:Easy platform for using search for further information64%Easy format for sharing stories with others61Makes it easy to stay informed no matter where I goAn easy way to get a complete view of the news49Provides a satisfying reading experience for me45Is a relaxing way for me to read the newspaper42Has really annoying advertising36I usually notice the advertising26Has useful advertising20For computers – which mainly are laptops now – search, sharing and portability lead the list with more than 6 in 10 each. A satisfying reading experience is a bit further down the list at 45%, but the aggregation function is about the same as for print at 49%.Advertising does less well – 36% (or 3 times as many for print) rate it as really annoying, and 26% say they usually notice advertising on this newspaper platform, compared to 41% for print.One can see at least three issues: The reader is less in control compared to print, ads often are obtrusive, and the advertising presentation is different – often effective for showing brand names, but not necessarily so good in displaying very detailed information unless you follow links.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.)
14 Extreme Mobility Is the Smartphone Advantage Smartphone Platform:Makes it easy to stay informed no matter where I go68%Easy format for sharing stories with others48Easy platform for using search for further information45Has really annoying advertising35An easy way to get a complete view of the newsIs a relaxing way for me to read the newspaper31Provides a satisfying reading experience for me30I usually notice the advertising24Has useful advertising17For smartphones, staying informed when on the go dominates with 68%. Sharing and search functionality are next at 20 points behind. Otherwise, smartphones do not provide a wonderful reading experience compared to other platforms, and the advertising experience is not great.This is not to say that digital and mobile advertising cannot be effective. We’ll have more on that point later.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.
15 Tablet Users Are Enthusiastic Generally Tablet Platform:Makes it easy to stay informed no matter where I go68%Easy format for sharing stories with others66Easy platform for using search for further informationIs a relaxing way for me to read the newspaper60Provides a satisfying reading experience for meAn easy way to get a complete view of the news57Has really annoying advertising33I usually notice the advertising31Has useful advertising27Tablet users are the most positive, with very high scores for mobility, the reading experience, relaxation, sharing and aggregation.Advertising again trails, but not as quite as badly as the other digital platforms. Ratings are about the same in being annoying at 33%, but are slightly better for noting ads at 31% and finding them useful at 27%.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.
16 Summary: Tablets Combine Much of the Utility of Other Platforms PrintComputerSmartphoneTabletIs a relaxing way for me to read the newspaper66%42%31%60%Provides a satisfying reading experience for me61453060An easy way to get a complete view of the news493557Has useful advertising44201727I usually notice the advertising41262431Easy format for sharing stories with others324866Makes it easy to stay informed no matter where I go68Easy platform for using search for further information64Has really annoying advertising123633Expect to be using more in the future2252Satisfied with reading experience56Question: 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 Weekday Patterns by Newspaper Platform Now, we will review locations and circumstances of reading. There is quite a range of occasions. Respondents noted their usual behavior from the choices listed, and print usage is highest in the morning at breakfast at 31%, but with large nodes at home during the day, at work or school, and after dinner at around 20% to 25%.For newspaper websites via computers, usage peaks a bit later in the day and also surges after dinner and just before bed.Users of both platforms average just under two occasions daily.Newspaper mobile device usage also shows up more often at certain times of the day.Tablet usage is highest after dinner and just before bed, but is high at several other day parts. Smartphone usage is high at work or school, lunch and breaks, but also late in the evening, when waking up and while commuting.Besides particular content interests, we found in the focus groups that other motivations can influence usage at different times of the day, including a greater sense of control over the day’s activities, getting into the flow of things at work, killing time, staying in the loop in case some big news event happens, and others.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 Print vs. Computer Newspaper Locations Are Fairly Similar Another usage dimension is location. For print newspapers, the living room or den and kitchen dominate, along with work. Other locations in double figures include in bed, the bathroom, coffee shop or restaurant, and waiting rooms.Computer platform users are more constrained, as we would expect, with living room or den, work, home office, bed and kitchen leading other locations by far.Print Average: 1.9 LocationsComputer Average: 1.9 LocationsQuestion: 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?
19 Mobile Devices Encourage Multi-Location Newspaper Reading Smartphone vs TabletMobile device usage is spread out, with respondents averaging more than 3 locations. For smartphones, waiting areas, in bed, work, living room, commuting, coffee shops/restaurants and the bathroom are leading choices.For tablets, the living room and bed are far ahead of other locations, but the kitchen, waiting areas, work, bathroom, deck or patio and home office also show high usage.Smartphone Average: 3.4 LocationsTablet Average: 3.1 LocationsQuestion: 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?
20 Regularly Read Weekdays Weekday Newspaper Print, Computer & Tablet Platform Users Mostly Look For Similar Newspaper ContentRegularly Read WeekdaysPrintComputerTabletSmartphoneCirculars and coupons76191311Daily deals (Groupon, etc.)28444042Classified ads38212216Breaking news4970Local news for your area81656354World news55585639U.S. news5237Short news summaries5751Longer articles14Politics and elections474129Business46Opinion columns and blogs433534Local entertainment604550Videos534833SportsWeather6674Crosswords and games24TravelAutomotive26Real estate3020We have reviewed usage occasions, locations and days of the week. Here, we compare content interests among users of these platforms. Apologies for the busy slide, but what is most striking is that topic interests really are very similar for print, computers and tablets, with only a few exceptions.Print is of lesser interest for daily deals, videos and weather, while computers and tablets are of less use for circulars.Smartphones are more constrained, with top items including breaking news, weather, local news, daily deals, local entertainment and sports. We saw earlier that the reading experience does not facilitate long reading occasions.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?
21 Topics Regularly Read/Used From Local Sunday Newspaper Media Platforms Regularly Read SundaysPrintComputerTabletSmartphoneCirculars and coupons87222119Daily deals (Groupon, etc.)313640Classified ads2017Breaking news51676459Local news for your area73575450World news5534U.S. news534833Opinion columns and blogs41Business4425Short news summaries494746Longer articles5237Politics and elections26Weather60Local entertainment42Travel3524Sports45Videos28Real estate18Crosswords and games12Automotive15Question: 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]
22 Nearly 3/4ths of the Total Multiplatform Audience Read Print Newspaper Advertising Circulars 82% among past 7-day newspaper readers.Now we get to advertising issues, beginning with preprints.In our How America Shops and Spends studies, we have recorded very high newspaper preprint usage. The audience measured here is in that ballpark, with 73% reading or looking at newspaper preprints in the previous 7 days. Past 7-day newspaper readers are even higher at 82%.Question: In the past 30 days, have you read or looked into any printed advertising circulars that came witha weekday or Sunday newspaper? (N=2,518)
23 Newspaper Preprint Usage Is Broad-Based in this Population 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.Read Newspaper Preprints in Past 30 DaysTotal73%Men71Women7618-346235-447545-648165+84Print82Online68Smartphone65Tablet74Digital Only39Here are the demographics of preprint usage over the past 7 days. Usage increases with age, as we would expect.Young adults (18-34s) are below average, but still are 62%.Newspaper preprints also are important to those who use digital platforms, with 65% for smartphone users, 68% for online and 74% for tablets. We even get 39% for those who said they used only digital newspaper media in the past 7 days. They forgot about preprints until reminded in the question. We have seen this discrepancy many times.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)
24 25% of Users Prefer Online Circulars, But Easier Comparison Shopping Is the Only Advantage Easier to use = prefer overall.Online coupons are problematic.Question asked of those who have used online circulars in past 30 days.Online circular usage appears to be growing, and about one-fourth of our audience prefers them to preprints. In general, though, easier comparison shopping is the only obvious operational advantage based on choice questions given to respondents using online circulars.Online and print are rated about the same in having desired stores, and for ease of finding things. Preprints lead in being easier to scan, being more portable, and – very important – easier to deal with coupons.The overall choice margin – 48% for preprints and 25% for online circulars – is the same margin as for the general value of being easier to use.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)
25 66% of Past-Week Digital Newspaper Users Acted on Digital Newspaper Ads in the Past 30 Days NO DIFFERENCE if ads are newspaper platforms are viewed as generally annoying.79% for print newspapers in How America Shops and Spends;66% for newspaper digital ads by 7-day users;Become aware of sale, product, service, needed item – 56%Looked for more information via Google, clicking, asking others – 47%Visited store or online sales site – 32%Bought or decided to buy – 30%Referred ad to someone else – 12%Mobile users have a net of 74% on these items, and it appears to be an additive function – i.e., nearly all of mobile users also see newspaper websites on a computer, so they have more opportunities to see and react to ads.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 newspaper’s website? (N=1,595)
26 6 in 10 Newspaper Mobile Platform Users Acted on Ads in the Past 30 Days; Somewhat Higher for Tablets than SmartphonesSmartphoneTabletNet any59%61%Became aware of a sale3237Used Google or other search for more information about item2829Became aware of product or service22Clicked on ad to learn more1824Inquired or learned more about something you were interested in17Picked up shopping ideas23Decided where to buy something16Bought something advertised1520Were reminded you needed something advertised19Bought something else at store or website besides advertised item14Visited a retail store or showroom13Mentioned or referred the ad to someone else11We asked a similar question regarding smartphones or tablets specifically. We asked about mobile in general rather than specifically smartphones or tablets separately. Smartphone and tablet people net to about the same 60%, but tablets are somewhat higher on individual items.The resulting numbers are a bit lower than what we saw on the other screen. This is consistent with the idea that the total exposure is additive.Question: Thinking about when you access a newspaper website by smartphone or tablet: In the past 30days, did you take any of the following actions in response to reading or seeing a product or storeadvertisement on your local newspaper’s website for the smartphone or tablet? (N=786)
27 Priorities for an Ideal Shopping App or Site: Coupons, Pricing, Relevance and Social Functionality BargainsSocialWe also tested functionality priorities for what the respondent would consider an ideal shopping app or website.Coupons lead at 63%.Price comparisons, 52%.Items of interest on sale, 49%.Social functionality includes customer ratings, deals of the day, customer comments, and location-based services. Facebook links by themselves are not a big draw; however, they may do better in combination with other benefits.Advice,OrderingQuestion: 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)
28 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 websitefrom your browser, or use a news app, or do you uses both about equally? (N=953)
29 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 thereno difference? (N=777)
30 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.
31 Newspaper Multiplatform Usage Results from a study conducted for NAAby Frank N. Magid Associates, 2012