June 19, 2006, 12:00 AM

Newspaper web site users buy more online than average users, says new study

The Internet has created many competitors to newspapers.A newspaper association commissioned a study and found that consumers who use newspaper sites are much more likely to buy online and research purchases online than the average Internet user.

Kurt Peters

Executive Editor

 

The Internet has created many competitors to newspapers, not only in delivering the news but in advertising as well. The Newspaper Association of America commissioned a study to learn how it could fight back-and it found that consumers who use newspaper sites are much more likely to buy online and research purchases online than the average Internet user.

The study, conducted by MORI Research, found that: • 82% of consumers who use a newspaper web site on an average day have purchased products online vs. 55% of non-users • 76% browse products for sale vs. 48% of non-users • 43% download coupons vs. 14% of non-users • 78% check store hours and location vs. 36% of non-users

The study also reports that daily users of newspaper web sites are younger than the average web user (39 vs. 42), have higher income ($73,200 vs. $65,900) and are better-educated (52% with college degrees vs. 35% of average web users

 

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