CF Newspaper Readership survey May 2005. Goal of the research Who are the readers? How do they use the papers? – What changes do they want? – How do they.

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Presentation transcript:

CF Newspaper Readership survey May 2005

Goal of the research Who are the readers? How do they use the papers? – What changes do they want? – How do they rate the papers? – What are the advertising opportunities?

Method Questionnaire based on earlier CFNA version Pre-tested at CFB Petawawa Base Newspapers printed questionnaires for readers to fill in and return: 164 received. An online version was also posted: 780 received Analysis and reporting on national level

The Readers Male (57%) Average 41 yrs old Married (74%), with children (50%) 60% with post-secondary Household income: $60K+

Reader Housing

Reader Age

The Readers

Reader Environment

Base Newspaper Usage Get Base Newspaper at work (64%) Get base Newspaper at home (22%) Many read entire paper (47%) Read online (32%) Share with 2.4 other people Refer to print ads (55%) Refer to online ads (24%) Bought something in Classifieds (18% this year) Read non-Base Newspapers too (77%)

Readers’ Internet use

Favourite Features

Desired Features

Ratings out of 5

Intend to purchase in the next 12 months Gardening, Landscaping 61 % Furniture, Appliances 56 % Home repair or improvements 55 % Travel 44 % Health food, Vitamins 39 % Automotive parts, repairs 36 % Dry cleaning 35 % Camping, Hunting, Fishing 35 % Eye glasses, Contact lenses 33 % Computer 33 %

Intend to purchase in the next 12 months Cont’d Sports, Fitness equipment 30 % Educational courses 30 % Car or truck 28 % Veterinarian 26 % TV, Stereo 26 % Life or Home insurance 25 % Real estate 21 % Camera, Camcorder 18 % Financial 17 % Jewellery 17 % New cell phone 16 %